Advertising is displayed all around the world for everyone to see and it sometimes gives a bad message to the viewers. Advertisements tell us that there is only one dominant way to be feminine and only one dominant way to be masculine and if you do not conform to these gender codes that is not considered normal. Unfortunately, I have caught myself following these gender codes that are shown in advertising, it has affected me with the way I see people and myself. By using a sociological perspective I have started to look into the advertisements that I see and understand how women are portrayed as helpless and weak while men are portrayed as powerful and dominant. I also looked into how advertising supports hegemonic masculinity, which is the idea of masculinity being dominant.
Gender stereotyping continues to boom in society today. The advertising and media world play a chief part in perpetuating the nature behind gender roles and it is society as a whole who choose to receive it as a norm. A wide scope of portrayals of men and women exists in advertising, however masculine imagery traditionally depicts athleticism, strength, activity and competitiveness whereas feminine images suggest submissiveness, beauty, dependency and sensitivity. The Britax Decathlon’s car seat advertisement and the Californian beach-estate property advertisement both exemplify the stereotyped representation of gender roles in society: the female toddler dresses up in pink, is only concerned with her accessories and plays inside, where as
Gender roles are defined by behaviors, but gender stereotypes are beliefs and attitudes about masculinity and femininity. The concepts of gender role and gender stereotype tend to be related. When people associate a pattern of behavior with either females or males, they may overlook individual variations and exceptions and come to believe that the behavior is inevitably associated with one gender but not the other. Therefore, gender roles furnish the material for gender stereotypes The concepts of male and female are relatively easy for people to understand
Media Influence on Gender Identity Introduction The media dictates how the ideal woman looks like. The deliberate control of women by the media is taken up by the society and passed into generations. By using, digitally enhanced images, and exceedingly slim actors, the unattainable image of the ideal woman is generated, and for the average woman who does not match the mold, pressure is build for them to change their appearance accordingly. Gender is a cultural and psychological and term while sex pertains to physical and biological features. Sex is determined by the X and Y chromosomes, where XX denotes female while XY denotes male.
How can the word ‘gender’ be defined? The American Psychological Association refers to gender as, “The attitudes, feelings, and behaviors that a given culture associates with a person’s biological sex.” Gender is not to be confused with an individual’s sex, which is predicated solely on biological factors, such as genitalia and sex chromosomes. Gender has become a social construct, and society has absolute control in defining gender roles; stifling creativity and innovation. Gender construction is the distinction between the two sexes and attribution of traits and characteristics through gender roles. The culture within a society defines what is considered masculine or feminine.
The term gender, as opposed to the concept of sex, refers to the non-physiological aspects of identifying an individual as male or female. The genre is a product of cultural and subjective constructs that constantly change over time, context and environment. So, when it comes to gender differences, there is more talk about differences and explicit or implicit attributes between men and women in a spectrum resulting from socialization. In fact, it is the differences between the sexes that socialization has inculcated, which is attributed to femininity and masculinity. From a summary point of view, if sex is our biology, then everything else is the genre.
Sub2: media influences families to accept the gender roles that have been establised by previous generation. Especially children tend to see stereotypical roles in advertising. Stereotypical gender roles can be generally featured in tv shows movies and commercials which bring up people to understand gender role values from the before generation. Also, men tend to dominate lead roles in movies and advertising. A high presence of media can increase the chances that a couple will get divorced.
They spent countless hours to study their target audience to study them so that they can attract them a better way to their competitors. Yet, in the realm of advertisement, there seems to be a fundamental difference in the way men and women are portrayed. The women are portrayed as a sexual object, fragile, and exotic whereas men are portrayed as dominant, powerful, physique, tough, independent, and aggressive. The advertisement today 's plays very important to influence the customer decision, and through various research evidence that gender, sexuality, and advertising are
The representation of gender in mass communications has been a hugely debated topic for years and will continue to be one for many more years to come. The media plays a big role in how they want to portray a gender to the public. They create certain stereotypes through the role of a gender in order to attract a large audience and interest to sell a product, brand or image. Media is so important in today’s society, people spend hours and hours each day watching TV, browsing the Internet and reading magazines. There are so many images of men and women in the media today that it certainly has an impact on the viewer’s thoughts and sense of identity.