Media Representation of Gender
MEDIA AND GENDER
Media plays a large role in creating social norms, because various forms of media are present almost everywhere in current culture. Media can range from newspapers, magazines, comic strips, novels, CDs and music videos. Media representation is the way certain groups are represented or portrayed in the media. These representations can influence the general public's perception of the different genders.
Female and male are often represented as being completely different from each other. Females are seen as soft, warm, fragrant, weak and emotional person. In media, women tend to have a very narrow range of roles which is based on the traditional stereotype of women. They are more likely to be shown as housewives. Even if women are shown at workplace, they are usually secretaries. This is illustrated by Marge Simpson from the TV show ‘The Simpsons’. Her life is focused on family and home than work or physical activities.
In media, women are underrepresented in most areas. For example, only a few action movies have females as the main characters. Dr. Lauzen, the Executive Director of the Center for the Study of Women in Television and Film at San Diego State U., studied both female characters and off-screen talent in the newest installment of her annual TV report, “Boxed In 2015–16: Women On Screen and Behind the Scenes in Television.” The study found that only five percent of programs considered had casts with an equal number of male and female characters, and nearly 80 percent of the programs featured casts with more male character than female characters. Furthermore, female characters were less likely than males to be portrayed as leaders, less likely than men to be seen at work and actually working, and more likely than men to be identified by their marital status.
Germaine Greer, author of The Female Eunuch in 1970, wrote that women were perceived as mere consumers benefiting from the purchasing power of their husband. Women become targets for marketing and their image is used in advertising to sell products. The advertisement made by Google for its new feature is one of the examples. The advertisement shows that females use email for shopping.
Feminist argue that sexist representations are still common in the media. These representations of women are often defined by how men see women (male gaze) or by how society expects of a woman in for of looks and behaviour. Male gaze is when media targets men by putting images of women that draw attention to their bodies. The idea was developed by Laura Mulvey, a feminist writer on films. By the term male gaze, she means that the films are made from males perspective.
Many representations of women concentrate on sexuality and emotions. Others focus on their relationship with their children or romantic partners.
While males are seen as tough, hard, sports loving and physical. Most media focus on the traditional idea of masculinity which is strong, heroic, and ability to outsmart life's problems and survive against all odds. This representation is applied in most media figures or platforms and can be stretched into more extreme form of men in modern industrial societies called 'hegemonic masculinity' whereas men have an enhanced power and action with intimidating behaviour and looks. This is illustrated by Tony Stark in the Iron Man where he is the main character and described as tough, smart, arrogant and do heroic actions which are the example of stereotype of men. These characteristics encourage audiences to have unrealistic expectations, such as the levels of strength that media represents.
Men are also shown as the breadwinner and the head of the family as most of the time they are seen working at the office or go to work when the wives stay at home and take care of children.
CONSEQUENCES OF GENDER REPRESENTATION IN MEDIA
Many people, including feminists, concern about the stereotyping of gender in the media because they believe that it influences the perceptions of young children about gender roles. Children may believe that boys are able to do more than girls, such as sports because they are seen as more adventurous in the media that boys are superior. They may also believe that girls should be interested in toys and activities associated with the home and a future role as housewives and mothers and girls should spend a lot of time making themselves look attractive.
CHANGES IN REPRESENTATION
In the last 20 or 30 years, there have been changes in gender representation in media. There are also recent changes in the representation of men with emergence of 'new man' or 'metrosexual', a man who is concerned about his grooming and appearance, typically spending a significant amount of time and money on shopping as part of this. They are usually those who have high disposable income, living in the city.
There are also branches of media that offer a more realistic towards female. The example of this is The Hunger Games' Katniss Everdeen played by Jennifer Lawrence. Katniss subverts the stereotypical representation of women we see in mainstream media. She is a survivor and show a position of power. Another female lead character is from Moana by Walt Disney Pictures. Moana is the heir of the chief on the small island of Motunui and she is described as adventurous, brave, strong and she did break the rule of the village. She is the hero in the movie. These were generally ascribed to male characters. There are some reasons on why this has happened.
Campaigns on gender equality have been conducted to change the perspectives of people on traditional gender roles. One of the campaign is #LikeAGirl which its aim is to spread the message and empower women by showing that ’like a girl’ should be a meaningful and powerful statement all women should embrace. As before, the phrase ‘like a girl’ was seen as weakness. Other campaign to change how people think about female breadwinners was also conceived by Alisa Leonard which is known as The #Breadwinners. The Breadwinner Project is focused on celebrating the rise of the female breadwinner in the U.S., highlighting a diverse group of 35 inspirational entrepreneur and executive women who are defining the next wave of breadwinners.
Moreover, social positions in the society have changed. Nowadays, many women work as workers who have high positions and decision-makers. They are no longer shown as just housewives and mother. This is shown in the movie “Up in the Air” where the character, Natalie Keener, is very focused on her career as she is shown to be full of confidence and she tries to just revolutionise the whole current business ideology in the movie.
MESSAGES
The media may represent female and male as binary opposition, however media these days are becoming more equal in terms of gender. Women and men should have the same status. Men cannot be considered as superior and so does women. Both males and females should feel free to be anything they want without being judged. We can all be freer, and thats how we supposed to look like wether in the media or reality.
Sources:
http://www.imdb.com/character/ch0173884/bio\
Sociology Coursebook
https://images.google.com
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