The Social Issue Of Gender Roles Essay

The Social Issue Of Gender Roles Essay

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This chapter focuses on the social issue of gender roles and stereotypes including topics such as: biological gender roles, religion and gender roles and gender roles within the working world. The research will delve into how graphic design and advertising plays a major role in the everyday lives of society. Overall this chapter will present how graphic design can be used as an effective tool to focus on the social issue of gender roles and stereotypes.

Literature Review:

1.1 Gender roles:

Gender roles are a set of standards, which impose expectations on the behavior of men and women. These norms for socially appropriate behavior vary from culture to culture and change over time. Some of the gender differences are biological but others are a product of socialization experiences. (Kelly, 1994)

American sociologist Talcott Parsons created a model in 1955, which compared the two views of gender roles: that being a strictly traditional view and a liberal view. The model showed that gender-roles are intensified by gender-specific education which determined that men who were encouraged to focus more on their career, while women were involved in the household duties and the children’s upbringing. Should there be a disagreement the man has a say and the woman is to agree. Nowadays, in Modern society, co-education schools offer the same education to both girls and boys therefore men and women acquire the same qualification and there is more equality with household work and debates. (contributors, 2008)

Gender roles are not always negative: ‘the more germane question is: are gender roles a bad thing? Most feminists would say yes. But developing an identity that is consistent with your sexual identity could be seen as an important part ...


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...ch situations and thus has caused a change in the workplace and the roles expected within these work places: ‘With the influx of women into the workforce during the last 20 years, there has been increased attention to comparisons between men and women on a number of work-related attributes and behaviors.’ (Jeanette N. Cleveland, 2000, p. 16).

‘Scholars following this line of inquiry intended to use their research to help explain why more women were not successful in the public work world, especially in professions that were dominated by men. They also hoped that their studies might elucidate why so many women apparently felt unable to transcend their second-class citizenship in society, a status based on a prevailing assumption that unpaid domestic labour was less socially and economically valuable than paid labour in the public sphere.’ (Cynthia Carter, 2004, p. 2)

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