The Role Of Gender Equality In Media
Gender equality is the state in which access to rights or opportunities is unaffected by gender, as defined by Oxford Dictionary. Over the years, the media’s portrayal of women across various platforms has changed vastly, resulting in the ever-changing perceptions of gender equality.
The media has always portrayed women as the stereotypical meek and demure sex that can be easily overpowered by the other. This inevitably creates a hierarchy among the sexes. However, in recent years, heroine based films have started making their way to box offices, no doubt altering perceptions people have of gender equality.
In a medium such as television, advertisements are endless. Driven by profits, advertisements are always repeated and due to it being a persuasive
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The results show that advertisements for products and services such as alcohol, automotive, banking and sports all show a significantly higher number of male actors involved as compared to female actresses, who mainly appear in commercials depicting furniture, children’s products, fashion health and beauty (Rubie-Davies, Liu & Lee, 2013).
These results are all within the societal boundaries of what ideal men and women are, which only serves to emphasize on the fact that men are the cultural standard and should think of themselves in that way.
In films, women are constantly depicted as being very dependent on men. This fact is extremely evident in the Walt Disney classic “The Little Mermaid” where Ariel completely gives up and sacrifices her identity as a mermaid in order to be accepted by the human male that she fell in love with.
Some traits than men often display on children programmes include “aggressive, dominant, and engaged in exciting activities from which they are rewarded by others for their “masculine” accomplishments” (Doyle,
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