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Stereotyping of Women

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STEREOTYPING OF SEX ROLES IN THREE MODERN ART FORMS

In this paper, I will argue that the arts and the media as a whole project demeaning sex roles for women through the process of stereotyping, in which traditionally feminine characteristics are exaggerated and categorized in order to simplify the interpretation of female characters. These stereotypes fall into three broad categories, those of the Good Housewife, the Scarlet Woman, and the Career Woman, none of which represent a fully mature, fully human form of personality development. In describing these basic categories of women found in the media, researchers have found them to be based on a classic opposition of types. For example, the housewife is characterized as being conservative, loyal, and cooperative, if somewhat out of place in the real world:

In addition to the traditionally found housewife stereotype, there exists a strong and quite distinctive stereotype of woman as bunny. Bunny is described as glamorous, good-looking, pleasure-loving, romantic, excitable, passionate, frivolous and sensual... a third stereotype is reserved for women who choose activities which carry them beyond the traditional roles which serve men. These women lose their femininity... (Clifton, McGrath, Wick, l976: 144)
In this study, we will compare the treatment of these demeaning stereotypes in several of the media that are not usually considered in sex role studies: contemporary works of art, contemporary popular music, and situation-based television commercials. We will show that each of these media project a false and demeaning image of women's role in society, each in accordance with its sex-based need for stereotyping. Although sex roles in contemporary art are less rigidly defined by social and cultural forces than are other, more commercial media, there is abundant evidence that modern art follows the

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