White Bread Media


Source at: http://www.timeslive.co.za/incoming/2012/08/17/black_and_white_hands.jpg/ALTERNATES/crop_630x400/black_and_white_hands.jpg

‘Media matter because they do not merely reflect, but are also players in, key public debates, providing representations and frameworks which shape understandings and action.’  (Dreher n.d.)

Speaking of media, it is powerful on portraying and reflecting on what we can see and perceive from the media. In fact, both stereotypes and racism have been always the topics that show the nature of pervasiveness in the media. For example, the stereotyping words that prevalently described and implied was lazy, dangerous, violent and et cetera. These words simply could just affect the racism being last longer until now. On the other hand, what could it mean by the concept of ‘white bread media’? To further explain on this thought, Australia Media will be taking as an example to be discussed.

For example, a New Zealand actor who is Jay Laga’aia was in rage due to his cast has been cut in a long-running soap called Home and Away. (Wilkins 2012) First and foremost, how will this example relate to white bread media? Simply, Jay Laga’aia is not a white actor and Australia media seems to be discouraging the non-whites to appear on TV. Perhaps Australia media could be still devote to Australia white policy? Australia white policy is referring to “During the decolonisation of Southeast Asia, public attention in the newly emerging nation-states of the region was regularly drawn to Australia’s attempt to exclude non-white migrants from its shores—the White Australia Policy” (Blackburn 2001)

Notwithstanding with the policy, could it be their perception towards whites are still the same even though the white policy was being abolished? I think this is very subjective and this is also why racism or stereotype in media is the topics that could not finish discussing about. However, speaking of the case that mentioned, it had actually shown the races that come with different cultural background being served within the media are inadequate and unequal.

Besides TV drama or movie infused the concept of white bread media, advertisement is also being a part of it. According to Avgoustinos (2013), he asked AussieBums (men’s fashion label) in the aspect of race and asking like “Why are all their models white? Why no Asian, black or brown Aussie bums, AussieBum?”Here, his doubt has showed the Australian are more likely encouraged whites even in advertising field. Personally I think if putting up diverse models in the ads is not really a problem because anyone in Australia who comes from different cultural background is also ‘Australian’. Simply put, they are the people from their own country; therefore I think there is no point in saying skins colors, background or any things that relate to their same race.

By illustrating these two examples, it has given me a new point of view to understand more about the infusion of white bread media in Australia media. Furthermore, these two examples are issues that should be aware because it needed to be comprehended about the equity of races in media.



Avgoustinos, C 2013, ‘Where are your aussie models, AussieBums?’ Newmatilda, 13 February, viewed 14 May 2013 http://newmatilda.com/2013/02/13/where-are-your-aussie-models-aussiebums

Blackburn, K 2001, ‘Disguised anti-colonialism: protest against the White Australia Policy in Malaya and Singapore, 1947– 1962’, Australian Journal of International Affairs, Vol. 55, No. 1, pp. 101–117, viewed 14 May 2013 http://www.hsse.nie.edu.sg/staff/blackburn/BlackburnAJIA.pdf

Dreher T, (forthcoming 2014), ‘White bread media’, The media and communications in Australia, eds. S Cunningham and S Turnbull, Allen and Unwin

Wilkins, G 2012, ‘Star hits out at Home and Away racism’, Brisbanetimes, 16 February, viewed 14 May 2013 http://www.brisbanetimes.com.au/entertainment/tv-and-radio/star-hits-out-at-home-and-away-racism-20120216-1ta23.html