Should Gaming Media Work to Fight Stereotypes?

An Anonymous Reader writes "Gaming Horizon has a nice editorial taking a look at how gamers are poorly stereotyped and pandered to. (SpikeTV awards, anyone?) The writer proposes that gaming media unionize to help fight the stereotypes perpetuated by outsider media and interest groups, perhaps a more "Oscar-style" awards show, and further establishing the ESRB rating system among parents."