"Just Like Everyone Else"? South Asians In U.S. Media and Society

In the 21st century, representations of South Asians in U.S. popular media have grown exponentially. This is a particularly interesting phenomenon when considering the status that South Asians occupy in the American racial hierarchy. In my research, I examine audience perceptions of South Asian/Indian characters and actors in American popular media.  Using data from 50 in-depth interviews, I argue that South Asian media representations today no longer embody the overt stereotypes associated with this group: savage foreigner, heavily accented new immigrant, and cheap small business owner. Rather, respondents describe and discuss contemporary representations to indicate that they are portrayed as assimilated and even “Americanized.” However, from a critical race perspective, I argue that while media representations of South Asians can be characterized as conforming to mainstream, white, American norms, these characters actually do little to challenge the racial status quo in American society. Additionally, these characterizations through intentional writing and casting decisions present a particular representation of American society in which racial hierarchies are maintained and not challenged.