Media and Its Effects on Gender Stereotypes

1947 Words4 Pages

In addressing the question it is first necessary to understand what is

meant by 'mass media'. The Collins English Dictionary defines mass

media as "the means of communication that reach large numbers of

people in a short time, such as television, newspapers, magazines, and

radio" (Collins English Dictionary 5th edition, 2000, pp 957). This

therefore suggests that any medium that conveys information to the

people is categorised as mass media. By looking at two forms of media,

this essay will examine how much the media can be charged with causing

and further exaggerating gender-based stereotypes in society. The

forms of the media in which this essay will examine will be

advertising, in particular the way masculinity is portrayed within

television and magazines. The second form of media to be examined will

be soap operas and will examine representation and audience reception

within the soap genre.

When starting an advertising campaign the writer in general follows

the premise that sex sells and automatically asserts themselves into a

manipulative model, a Marxist perspective which views of society as

being divided by class and being ruled by those in control (i.e.

bourgeois) who have the financial ability behind them. Because these

people have become so financially powerful they are able to force

their beliefs and opinion on others therefore legitimising their

control. With this control of what is portrayed in their media takes

away free thought of the viewer (i.e. proletariat). the images or

texts that are portrayed to a passive audience, is that of a sexual or

gender biased content.

In her work Forever Feminine: Women's ...

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Although it is still unclear as to whether the media perpetuates

gender stereotyping it is clear however that it is responsible for

creating its own sets of stereotypes.

Bibliography

Giddens, A. Sociology, 4th Edition, 2001, Polity Press, UK

Haralambos, M. Holborn, M. 4th Edition, 1995, Collins Educational,

London

Kirkby, M. Kidd,W et al, 1st Edition, 1997, Heinemann Educational

Publishers, Oxford.

References

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Collins English Dictionary 5th Edition, 2000, HarperCollins

Publishers, Glasgow.

Hall, S. Representation Cultural Representation and Signifying

Practices, 1st Edition, 1997, The Open University & Sage Publications,

UK.

Trowler, P. Investigating Mass Media, 2nd Edition, 1996, HarperCollins

Publishers, London.

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