When ethnic and racial groups are absent from Hollywood narratives, the subtext is they don't matter. This thesis explores how diverse images of Asian Americans and Canadians in media are decoded for meaning and the impact of this process on one's identity. Employing a qualitative methodology, this thesis supports the idea that the media play a significant and influential role in identity development. The findings suggest that young adults: (1) rely on stereotypes to make sense of Asian American and Canadian representations in media; (2) downplay the influence of media by separating racial ideology from media production, content, and consumption; and (3) struggle to understand their ethnic, racial, and national identity in the context of Canadian multiculturalism. This thesis contributes to scholarship on race, media, and Asian identity by linking significant changes in the culture industries, like the recent move towards diversity, to the study of media effects among Asian Canadians and by expanding the relationship between multicultural discourse and Asian Canadian identity.iii Acknowledgements I would like to thank a handful of people because without them this wouldn't be possible:My supervisor, Dr. Benjamin Woo, for your patience, for encouraging me to think about representation in different ways, and for motivating me to write beyond what I thought I was capable of.Dr. Merlyna Lim for your valuable insights and wonderful sense of humour.My committee members and the Communication and Media studies faculty and administrative staff for their time, expertise, and guidance.My colleagues for being welcoming, supportive, and inspiring. You've been so kind and have made this experience one I won't forget.The seventeen individuals who participated in this study for sharing your time, energy, and stories with me.