...The media plays an important role in our lives and how we come to understand people's thoughts, actions and behaviors. The media we use or watch influence our perception of a certain events, ideas, people, ethnic groups, and cultures. The posts we see on Facebook, Instagram or Twitter shape our thoughts and knowledge. Even the news we watch such as CNN, CBS, Fox News, NPR, The Washington Post, and The Daily Mail all tell news stories in a different perspectives. People fail to go out and interact with people of other ethnic backgrounds, therefore societies only knowledge of a specific race emerges from what they see in the media. Society's understanding of race, ethnicities and cultures comes from the media they get their news from. Just...
Words: 1094 - Pages: 5
...Compare and Contrast Gender in Advertising Advertising is a multimillion-dollar industry that targets people of various ages and gender to aid in selling gather products. The images or visual and verbal sense of the messages vary considerably by targeting different people with images and messages, which may even lead to the use of stereotyping in order to reach to a wider array of audience. For example, adverts that are solely directed for the teenage audience persuade them that purchasing a specific product makes them “fit in” with other teenagers or their role models. A comparison of advertisements that are aims at men and women show that advertisers are still using the standard gender role to advertise for their products which is causing a lot of stereotyping and biases to be seen. In order to understand stereotypes and gender bias found in the advertisements, it is first imperative to understand what stereotyping is and how it is implemented into advertisements. Stereotyping is defined as a thought that can be adopted from specific types of individuals or ways of doing things, however, that certain belief may or may not be an accurate reflection of reality. Stereotyping fits in with other types of inter group attitudes. Stereotyping, discrimination, and prejudice are comprehended to be related but are still different concepts. Stereotyping is though more as rational components of an individual since it is a reflection god expectations and beliefs about the characteristics...
Words: 1283 - Pages: 6
...Gender bias in advertising Advertising has a significant role in society of consumers. Nowadays it can be seen almost everywhere and it becomes more and more obsessive. Any goods or service that advertised has its own customer. To make the advertising work, it is important to show a certain image of a person or how it called “the reflection of the recipient”, for whom the advertising is made (Wolska). As a result a lot of gender stereotypes and biases can be observed. Though the difference between social status of men and women is smaller now than in past, mass media monumentalizes a lot of traditional stereotypes. Advertisements show women more often than men because it’s considered that purchases usually made by them (Wolska). They usually have a specific role like housewife, who tries to clean house properly or to make a nice dinner for her family. Another example is a beautiful and mystery woman who advertises some cosmetics or clothing etc. As for men, they usually imagined like self-confident businessmen or sportsman with great physical training etc. It is interesting fact, that both male and female products commercials usually interacts towards women in the same way as they often buy male products too for their husbands or children. So it is important to show such male stereotypes in commercial that could be acceptable for both men and women. At the same time, it is very rarely when commercial aimed toward women work in the same way on men (Edmonds). Is presence...
Words: 796 - Pages: 4
...1. Sean Lang 2. MKT 115 –Sec 770 3. April 27, 2014 4. Gender Stereotyping in Advertisements 5. 1550 6. I am highly motivated, and I am committed to excellence. Advertising Gender Stereotypes Gender Stereotyping in advertisements happen all around us. Whether it is a commercial, billboard or a magazine, advertisements are everywhere. Gender stereotypes happen at an early age that includes children. Children’s advertisements implant the very gender roles that are portrayed in today’s society. Creating specific gender products is also creating large profits for companies. When first thinking of gender stereotyping in advertisements one might think of the negative aspect first and not realize that there are positive ways to advertise to specific genders for purchasing products. By using these gender specific advertisements, companies can sell products more efficiently. Advertising to children at an early age can play a significant role in shaping the expected role for him/her in today’s society. There are many examples that can clearly outline gender stereotyping. In many instances someone might not catch it because it is so normal in today’s culture. Monica Brasted is a psychologist and observed her child when the two of them went to McDonalds one day. Monica’s little girl was upset because she didn’t get the toy she wanted. “When I asked her what was wrong she asked why the woman had given her a care bear when she wanted a transformer” (Brasted). This then brought...
Words: 1642 - Pages: 7
...Stratification Media Analysis by: Simone Walton The program’s title is ‘How I Met Your Mother’. It is a romantic comedy television series that aired from 2005 to 2014. The social theme that I will be discoursing is Sexism. The popular CBS television show How I Met Your Mother is currently off air. Through the example of this show and the lens of ideology, I argue that How I Met Your Mother has a sexist ideology that supports the stereotypes that women are stupid, easily manipulated, and “crazy”, especially when there is a man in her life. I argue that this sexist way of seeing the world is counterproductive to gender equality and promotes simplistic stereotypes of women that are widely accepted by the audience because these stereotypes are packaged as jokes that make the show and specifically the character Barney Stinson, funny and popular. Ideological analysis focuses on “how the elite have legitimatized their interests, specifically through the enactment of posturing their political necessities as natural, universal, and immune to history, thereby insulating the social order against change”. In this example the elite are men and their interests (particularly the interest of Barney) are presented as winning women over through manipulation in order to have sex with them. How I Met Your Mother runs on the assumption of the world that women are emotionally unstable, especially in relationships. There are many examples of the main character Ted dating women who turn out to be...
Words: 840 - Pages: 4
...Gender, Class, and Race Stereotypes in American Television A Content Analysis Gender, class, and race stereotypes abound in contemporary society, much like they have done throughout human history. With the advent of television, however, stereotypical assumptions have become so pervasive, and so diffused, that some call for a serious and purposeful scrutiny of television's contents. On the following pages, various content analyses of television programs will be addressed, followed by discussions on the greater implications race, class, and gender stereotypes have on society. The research method most often used in studying media images is called content analysis. Content analysis is a descriptive method in which researchers analyze the actual content of documents and/or programs. By systematically counting items pertaining to a specific category, researchers are able to conceptualize a larger theoretical framework based on their observations of media content (Wiseman 1970). Content analyses of television programming show, that during prime time hours, men make up the vast majority of characters shown. Furthermore, women characters found during that same time frame are mainly in comedies, while men predominate in dramas. Thus, the implications are that men are to be taken serious, while women should not. (Tuchman 1978). Similarly, content analyses on soap operas reveal highly stereotypical representations of the genders. In soap operas, strong, willful women are predominantly...
Words: 1249 - Pages: 5
...Gender Roles in Media A man might say that women are not meant to serve in the military, while a woman might say that men do nothing but watch sports. These expressions are examples gender stereotypes, which is an oversimplification about how an entire group of people are characterized based on gender. Many women over the last few decades have served in combat, which means they are perfectly capable of doing so, and not all men watch sports. Categorizing people into gender stereotypes have become more problematic in the sense that traditional social standards and expectations on gender have become more criticized in modern society. While gender stereotypes are still common in media, there are also representations that challenge these stereotypes....
Words: 1144 - Pages: 5
...Death Penalty: How Newspaper Coverage Has Perpetuated Negative Stereotypes about Female Violence & Gender Roles Tonya Rice Capella University MPA 5416– Quantitative and Qualitative Research [ January 25, 2013 ] Dr. Gangl Introduction of the Problem Chimene Keitner argues that, “the uncritical resort to sex-role stereotypes pervades the trials, sentencing’s, and media reactions to women who receive the death penalty” (Keitner, 2002). Often, women who face the death penalty are portrayed in a negative light, for example, they are portrayed as deviant and/or unwomanly by the media. The media tends to focus on gender stereotypes, such as the notion that women are and should be having more virtuously than men and aspects that are not related to the crime and/or charge. In doing this, the media reinforces negative images of women and female violence. Since society and the media have difficulty understanding women who commit violent acts, they tend to emphasize certain characteristics of these women in order to dehumanize them. Under this mind set, society and the media/press is essentially arguing that normal women, who fit into traditional female gender roles, do not commit violent acts; and therefore, those who do are unwomanly or somehow deviant. As a result, the females that do commit violent acts are viewed negatively and the only way to understand their behavior is to cast them to the periphery of society and expose everything about them that goes against the status...
Words: 675 - Pages: 3
...Sexism is the postulation that people of certain sex are superior to the others. The term is also used to describe compliance to the traditional stereotypes of social roles that are based on either being male or female (Plan International Australia, 2016). Any gender can be subject to sexist views, but it is women and girls who are more prone to discrimination than men. The term sexism was coined between the 1960s and the 1980s, where the civil rights movement against racism at the time modelled the use of the term. Sexist views place what either gender should do, and an often infringes on the rights of women. The term was coined in a bid to create awareness on the oppression of girls and women. However, in the 21st century, the term is used...
Words: 317 - Pages: 2
...In Georgia Warnke’s book Debating Sex and Gender, Gayle Rubin recognizes sex as the “raw material” of the bodies of female and male human beings, while gender pertains to the roles and functions those human beings have in society and the culture of which they are a part of. Rubin states that sexism is the general phenomenon in which females become “domesticated women”, or workhorses for men. Rubin wrote her influential essay The Traffic in Women in 1975, yet her definitions of sex, gender, and sexism are still applicable today. The issues that Rubin addressed are demonstrated in particular in today’s media, which reinforces gender inequality and objectification, through the depiction of women as hyper-sexualized, weak, and unskilled. This negative depiction of women exists especially in the gaming community, in which many have criticized the negative portrayal of women as sexist and severely problematic. Video games like Grand Theft Auto and Red Dead Redemption portray women in an almost exclusively violent and sexualized manner, which serves to reinforce the never-ending sexism and gender biases that society has upheld for centuries. Society as a whole can change the perception of gender and how women are perceived, but leaps towards progressive ideas need to be made first, starting with the video game industry as a whole. Throughout history, women’s roles have primarily been domestic – staying home and being responsible for the care of her husband and children. As Warnke...
Words: 1646 - Pages: 7
...Cha Cha Divas,” Jennifer Pozner analyzes race and gender stereotypes present in the reality television series America’s Next Top Model (ANTM). Race is a symbol of what a person looks like physically. While on the other hand, ethnicity entails nationality, regional culture and language. ANTM, a show by Tyra Banks, is one of the many streams of pop culture that creates a mold of what stereotypes certain people fit into and justify these stereotypes for audiences to see them as real. One group that seems to always be plagued by media and pop culture is, African-Americans, specifically, women. Women are generalized to be, “Angry Black Women,” and it is broadcasted heavily. The “Angry Black Women” stereotype...
Words: 1657 - Pages: 7
...Running head: THE EFFECTS OF MEDIA IN SOCIALIZATION The Effects of Media in the Socialization of Children and Young Adults The Effects of Media in the Socialization of Children and Young Adults The media today are a powerful tool in modifying the behavior of children and young adults. This behavior can be seen as negative or positive depending on the situation. Children’s development is influenced by many factors but as Lund (2003) noted the significance of the mass media cannot be overstated: “The accumulated experience of media exposure contributes to the cultivation of a child’s values, beliefs, dreams, and expectations, which shape the adult identity a child will carry and modify through his or her life.” Studies investigating Social Learning Theory, done by Baker (2007, p.26) have consistently reported that children can model roles and behaviors seen on television. Media play a significant role in the socialization process, body image, and moral judgments in children and adolescents. Cartoons on television are some of the first factors of socialization in a child’s life. Although many adults feel that cartoons are obviously fantastical, unrealistic, and therefore harmless to children, the research evidence proves otherwise. “According to developmental literature, children before the age of ten years often have difficulty differentiating between reality and fantasy”(Baker...
Words: 4134 - Pages: 17
...Sarah Veslany CAS 202 Annotated Bibliography Assignment 4/5/2015 Bury, R., & Li, J. (2013). Is it live or is it time-shifted, streamed or downloaded? Watching television in the era of multiple screens. News, Media, & Society, 17(4), 592-610. In this article the authors discuss how different methods of television viewing are effected across gender, age, and geographic location. The study takes into account what percentage of television viewers watch television traditionally versus how many television viewers use stream or download their preferred TV programs. The specific viewing options the researchers take into account are watching a show on a television at airtime, recorded DVR viewing after the scheduled broadcast time, internet streaming...
Words: 2956 - Pages: 12
...Appraisals of Smokers in Film McCool, J. P., Cameron, L., & Petrie, K. (2004). Stereotyping the smoker: Adolescents' appraisals of smokers in film. Tobacco Control, 13(3), 308-314. This is a research article on how to asses demographic factors and film smoking stereotypes in adolescents and the potential influence of smoker stereotypes on smoking susceptibility. They based this study on different demographics such as ethnicity, and gender. Using two groups aged 12 and 16 they conducted a questionnaire. They found that younger adolescents and males where more likely to view smoking in image based stereotypes; While older adolescents and females where more likely to see them in emotional stereotypes. Well finding correlations in both for an increased susceptibility to smoking the image based stereotypes where stronger. But both groups where seeing smoking as an accepted norm either to look cool or sexy, or as a relaxer when stressed or depressed. Interesting to note was that susceptible non-smokers and young adolescence where more likely to report greater time spent watching films. They concluded with that although adolescent group differences are important to appraisals of smokers in film, image stereotypes were found to be associated with smoking susceptibility. Adolescent perceptions of smoking imagery in film McCool, J. P., Cameron, L. D., & Petrie, K. J. (2001). Adolescent perceptions of smoking imagery in film. Social Science and Medicine, 52(10), 1577-1587....
Words: 1259 - Pages: 6
...Semiotic analysis of gender in advertising * * The Purpose of this paper is to write a semiotic analysis of the advertisement ' Kylie Minogue, ‘Inverse for men', that addresses the representation of gender. That is, how is femininity and masculinity is “constructed” within the advertisement? The advertisement was taken from a press release for this fragrance on sofeminine.co.uk, within the 'Him' section. SoFeminine.co.uk is a top UK website for women it is typically aimed at a target audience of ‘today’s busy women as they search the site for lifestyle information’ (http://www.sofeminine.co.uk/). My analysis of this advertisement will look at the key signifiers and what they are signifying, the denotation and connation’s in the advertisement and the technical codes – photographic imagery, in the visual image and how they represent and reinforce gender stereotypes. In the advertisement one female stands between two males. One of the males is fully clothed and stares into the camera the other male is semi nude. The Female in the picture stands with her back to the clothed male. Her arm is around the shoulder of the semi nude male, the other arm loops on top of the semi nude models arm that is reaching down her thigh. This denotative analysis is based on what is actually in the picture, “'denotation' tends to be described as the definitional, 'literal', 'obvious' or 'commonsense' meaning of a sign” (Chandler, Daniel (1994)). Given this is, it is important...
Words: 1065 - Pages: 5
