Gender Stereotypes And Gender Roles Essay

Gender Stereotypes And Gender Roles Essay

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children’s television found that there is a clear imbalance between male and female characters, with twice as many male characters than females. These television programmes also often represent male characters as dominant and strong and female characters as passive thus enforcing gender stereotypes (Witt, 2000). Examples of gender stereotyping can be found in the Disney princess films which are particularly popular with children of all ages. England et al (2011) conducted a content analysis of Disney films and found that the female characters, namely the princesses, were responsible for the domestic work and the princes were portrayed as highly assertive, powerful and strong. The results found in this study suggest that the gendered content in the Disney films may influence children’s gender development and that the popularity and mass availability of the Disney brand ensures that they remain influential in children’s lives.
Historically traditional gender stereotypes perceived females as caregivers who stayed at home and had responsibility for looking after children whereas males were perceived as providers who were powerful and assertive. These traditional gender roles, although still prevalent in some instances, were challenged by feminists who argued that there should be equality in gender where women have the same rights and freedoms as men. The media often still maintain these traditional stereotypes through forms of advertising where women are still portrayed as homemakers
The male gaze
It could be argued that the media is a male dominated arena run by males and focuses on the interests of males. This patriarchal dominance is described by theorists as the ‘male gaze’. The male gaze theory found its roots in cinematic a...


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...ldren, particularly girls, by corporate advertisers to adopt a sexualised appearance and behave in a sexualised way. This report examined three different types of material through content analysis. The three types of evidence examined were advertising, namely images of children postured in adult type clothing, magazines that specifically advertise products that promote adult sexualised behaviour and television programmes including music videos made for adults but watched by children. Rush and La Nauze argued that these are the three types of cultural material that account for the majority of sexualising influences on children. Nevertheless, a closer examination of this report finds that there is no significant distinction between materials targeting younger children and those aimed at older children. Another criticism of the report is that it also uses a very small sc

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