Media and Its Effects on Gender Stereotypes Essay -- Media Stereotypin

In addressing the question it is first necessary to understand what is meant by 'mass media'. The Collins English Dictionary defines mass media as "the means of communication that reach large numbers of people in a short time, such as television, newspapers, magazines, and radio" (Collins English Dictionary 5th edition, 2000, pp 957). This therefore suggests that any medium that conveys information to the people is categorised as mass media. By looking at two forms of media, this essay will examine how much the media can be charged with causing and further exaggerating gender-based stereotypes in society. The forms of the media in which this essay will examine will be advertising, in particular the way masculinity is portrayed within television and magazines. The second form of media to be examined will be soap operas and will examine representation and audience reception within the soap genre. When starting an advertising campaign the writer in general follows the premise that sex sells and automatically asserts themselves into a manipulative model, a Marxist perspective which views of society as being divided by class and being ruled by those in control (i.e. bourgeois) who have the financial ability behind them. Because these people have become so financially powerful they are able to force their beliefs and opinion on others therefore legitimising their control. With this control of what is portrayed in their media takes away free thought of the viewer (i.e. proletariat). the images or texts that are portrayed to a passive audience, is that of a sexual or gender biased content. In her work Forever Feminine: Women's ... ... Although it is still unclear as to whether the media perpetuates gender stereotyping it is clear however that it is responsible for creating its own sets of stereotypes. Bibliography Giddens, A. Sociology, 4th Edition, 2001, Polity Press, UK Haralambos, M. Holborn, M. 4th Edition, 1995, Collins Educational, London Kirkby, M. Kidd,W et al, 1st Edition, 1997, Heinemann Educational Publishers, Oxford. References ----------------------------------------------------------------- Collins English Dictionary 5th Edition, 2000, HarperCollins Publishers, Glasgow. Hall, S. Representation Cultural Representation and Signifying Practices, 1st Edition, 1997, The Open University & Sage Publications, UK. Trowler, P. Investigating Mass Media, 2nd Edition, 1996, HarperCollins Publishers, London.