Men and women were not seen as equal human beings; instead it has been obvious that men were more likely to be on the upper hand. In 1987, it has been recorded that 2/3 of the people who were presented in the media were male. This study also mentioned that the 1/3 of females were portrayed as either "passive" or "dependent" on men (Wood 1994). Women did not get a chance with the media. They had to adhere to certain rules such as being weaker (than a man) and forced to downplay intelligence in order to make the hero-heroine relationship work and to be successful (Lind 2009). In 1980s, 2nd wave feminists were constantly attacked by the false representations of womanhood and gender (Gill 2015). Women Advertisements throughout the history were extremely sexist and promoted gender biases. This ad about Chase and Sanborn coffee in the 1950s (see fig 1)
Figure 1. If your husband ever finds out (1950)
shows a man acting violent towards a woman for not "store testing" his coffee. This ad implies that it ...
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...ch as sadness because it apparently is a sign of ‘weakness’. Advertisements and the media that children are exposed to may lead to a thought that they are encouraged to be the image that they see. This instance may disallow them to choose their own identity and limits their occupational choices thus changes who they really are (Brasted 2010).
In conclusion, the media skews the views of people by portraying a gender to only be of certain characteristics. Despite some opposing ideas, the stereotypes in the media have negative impacts for both men and women and also children. I personally think that the media should not place a huge barrier in between the genders because it only creates extreme confinements and hinders people from their full potential. Overall, it is evident that the media has had an important role in representing gender and stereotypes in our society.
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