How the Media Shapes Gender Roles

Question 1

Media presence in culture is preeminent and affords it a position to influence how society operates and constructs itself. In so doing, dominant forms in media have helped in the construction of gender and with the shaping of norms along these gender roles. Specifically, both mass and advertising media have gender codes upon which they base representation of male and female characteristics (Spade & Valentine, 2011). These codes are meant to be interpreted as the way society perceives gender and in so doing, influence determinations of acceptable gender behavior. Thus, by reinforcing stereotypes and codes based on gender, media constructs meaning.

Question 2

Typical media portrayal of male characteristics communicates aggression, power, independence, and dominant control. On the other hand, female characteristics commonly projected are nurturers, weak, and perpetual preoccupation with either family life or romance (Butler, 2011). Advancing this argument further, advertising media also projects women as vulnerable and defenseless beings due to their sexualized projection. Similarly, male characteristics are shown through attitudes that imply power, dominant control, or status. Evidently, the main tool in the advertising media gender construction toolkit is body language as it forms the basis upon which either identity or roles influenced by gender are constructed (Spade & Valentine, 2011).

Question 3

Crucially, even children are exposed to gendered projections of male and female characteristics. Basically, media influence in constructing gender identity starts when children are young and impressionable and continues throughout their lives (Butler, 2011). For instance, Hasbro’s toy offering dubbed the Easy Bake Oven (link available in references), is an illustration of how American corporations harness gender roles and perceptions to market and sell their products (Christmas Toy Commercials, 2013). In this case, the corporation associated their product offering with feminine domestic roles and practices by producing an advertisement that features young girls fulfilling said roles with the object of positioning baking as a fun pastime for girls.

Question 4

The list mapping traits assigned to sexes based on gendered roles are being challenged from numerous fronts. Rationally, the limitations of said assumptions are being exposed by changing socioeconomic conditions. For example, the number of educated women has increased dramatically over the last half-century. Furthermore, the process of cultural evolution has antiquated some beliefs and practices that were gender-based (Spade & Valentine, 2011). Arguably, the most prominent challenge comes from the sensitization of the negative practical implications attributed to gender construction. For instance, women are perceived as being less serious than their male colleagues in the employment market (Spade & Valentine, 2011).

Question 5

According to the list, compliance/vulnerability, partiality to staying indoors, emotionality, consumption, and objectification are all feminine traits. However, there are men whose temperament makes them partial to spending time indoors. Likewise, men considered as sports followers and fanatics invest and display considerable emotion about their preferred sports personalities or teams. From an economic viewpoint, consumption is an equal opportunity vice for both men and women (Butler, 2011). Furthermore, men comply with societal rules and regulations and there are men who are objectified by fellow men and women majorly because of sex, athletic ability among other numerous subjective criteria.

Question 6

Referencing the list, there are men who chose to look after the home and children. Likewise, there is an increase in the numbers of women either working or attending university.

Question 7

Exon & Arrow (2015) observe that advertising media predominantly contribute to culture by harnessing and capturing the prevalent mentality. While noting gender representation disparity between the advertising media and reality, they concede that there are countable examples of advertising campaigns that sufficiently capture reality.

Question 8

According to Butler (2011), gender is not an essential category because performances are judged as being either male or female are informed by gendered constructions. Furthermore, such performances normalize essentialism of gender categories. Butler’s (2011) observations clearly and convincingly describe gender as a social construction.

References

[Christmas Toy Commercials]. (2013 October 4). TV Commercial - Hasbro - Easy Bake Ultimate Oven - Make Delicious Cupcakes & Cookies [video file]. Retrieved from https://www.youtube.com/watch?v=pCa_jNkyBGc .

Butler, J. (2011). Gender Trouble: Feminism and the Subversion of Identity . London: Routledge.

Exon, M., & Arrow, M. (2015). Eight ads that shatter tired gender stereotypes. The Guardian . Retrieved from https://www.theguardian.com/media-network/2015/may/26/eight-ads-shatter-gender-stereotypes . Retrieved on September 27, 2018.

Spade, J. Z., & Valentine, C. G. (2011). Buying and Selling gender. In Spade, J. Z., & Valentine, C. G. The kaleidoscope of gender: prisms, patterns, and possibilities (pp 217-275). Los Angeles: Sage.