Running Head: WOMEN AND GENDER ROLES IN MEDIA

Women and Gender Roles in Media

Zenzele K. Barnes
Queens University of Charlotte

Running Head: WOMEN AND GENDER ROLES IN MEDIA

How Are Women Shown in Media?

As of March 2012, there are 157 million women in living America (Census,
2012). Women have carved out a special place in society. They continue to crack the glass
ceiling and gain gender equality with men. Though women have historically come way in
disproving misconceptions, the stereotypes still exist. There are people that still believe
that only men can do hard labor jobs. Others think that women love being girly and are
fundamentally weak (Brewer, 2012). Young girls are raised in a way that shapes their
gender identity. Their rooms are painted a gender appropriate color and covered in
flowers. Girls are given dolls instead of trucks. They mimic their mothers by learning to
cook and clean. It can be noted that stereotypes fundamentally are not always bad. They
come from people working to categorize people. In this case, these stereotypes are
derived from gender roles. According to the American Psychological Association (2011),
this is known academically as gender normative behavior. Gender normative behavior is
behavior that is compatible with cultural expectationsbehaviors that are viewed as
incompatible with these expectations constitute gender non-conformity (APA, 2011).
Girls that defy these gender roles are seen as anomalies or tomboys. Ultimately, society
determines what is appropriate behavior for women. The role of women even 100 years
ago was fairly rigid whereas today it is more fluid. Women can be seen in most career
fields and balance other roles than just being a mother. Still, these gender roles are
ingrained in American culture and are reflected in the media. Commercials, movies and
television shows confirm ideas about gender. This is an issue because the ideas of gender
identity in the media are not always positive or accurate. Women can be anything from
athletes to screenwriters. Not every girl will grow up to be a peppy housewife. Yet, both

Running Head: WOMEN AND GENDER ROLES IN MEDIA

men and women have been conditioned to think that women have to act a certain way.
The media, specifically television and the movies, strengthen societys perception of
gender roles even though these roles do not necessarily reflect the modern woman.
Where Do Gender Roles Come From?
Gender roles are the way people act and say to express their sex (Gender &
Gender Identity, 2012). They are shaped by our culture and can vary based on place.
Children learn what is right or wrong based on peoples reactions to them. If a little boy
expresses that he wants to wear a skirt, he will get told thats not okay. In American,
gender identity has evolved from traditional roles in society. Not even a century ago,
women were expected to be innocent and feminine. A womans place has been heavily
influenced by how people lived hundreds of years ago. People were limited in mobility
and stayed in the same area most of their lives. Before organized labor, people worked to
sustain a living. The men did the backbreaking labor and women stayed at home. White
males dominated society at this time. This demographic asserted that men are stronger
than women. There were a lot of ideas that restricted womens rights and powers. This
way of living was the standard. Acting, dressing, and behaving a certain way ensured that
they would get married. Getting married was imperative because they had no legal rights.
Their husbands would get jobs and they would take care of the household. The gender
roles were rigid. If they were broken, everyone took notice.
When Did the Tide Turn for Womens Rights?
The path to gender equality has been a long and troubled. In 1848 the Seneca
Falls convention in New York brought attention to womens rights (DeLuzio, 2010).
Some of the biggest names in womens rights advocacy were Elizabeth Cady Stanton and

Running Head: WOMEN AND GENDER ROLES IN MEDIA

Lucretia Mott (DeLuzio, 2010, p, 93). Women (and men) at this convention started the
dialogue about empowering women for those who did not have a voice. Though
momentum slowed, there was progression including the 19th amendment. These forward
thinking women asserted that women were equal to men. They wanted women to have
the same rights as men and actively fought the stereotypes. Educating the public on
womens issues is related to loosening the hold of gender roles. Those traditional roles
still exist today; they just do not apply to all women. From this sentiment, the feminist
movement in the 1960s was born. Post-WWII, women were entering the workforce
(DeLuzio, 2010, p, 192). Women were proving they could and would do the same jobs as
men. Still, Employers had separate pay scales for women and men; by 1966, womens
wages averaged only 60 percent of those of men. Meanwhile, women were excluded
from academia, law, and medicine (DeLuzio, 2010, p, 192). Feminists worked to bring
awareness to this inequity. Though the outspokenness of feminists, the archetype of the
typical American women has changed. Today, the modern American women can raise a
family and also have a career.
How Do Gender Roles Manifest Themselves in Advertisements?
Despite the improvements in womens rights, commercials still portray women in
traditional gender roles. This misrepresentation is widespread because television is a huge
medium in which Americans consume media. Women in commercials continue to fuss
over everyone in the household. Adam Mack of the Journal of Pop Culture (2007)
specifically cited food advertising in the 1950s. In a Kraft ad, a little boy dressed in a
cowboy outfit demanded his mother give him macaroni and cheese (Mack, 2007). This ad
perpetuated the idea that women are submissive and should always be perceptive to the

Running Head: WOMEN AND GENDER ROLES IN MEDIA

needs of the men in her life. Though this is a singular example, this ad is a reflection of a
broader trend. In the 1950s, men dominated the advertising industry. The ads produced
clung to a traditional understanding of womens roles despite important gains for gender
equality, including the suffrage campaign, womens participation in World War II
mobilization, and the growth of the paid female workforce in the postwar era, as well as
the womens movement of the late twentieth century (Mack, 2007). They revolved
around misconceptions about women and reflected the lack of gender equality in
America.
Do Advertisements Accurately Reflect Society?
Of course, it could be said that advertising from the 1950s does not apply to
today. It is true that as far a gender equality goes, the 1950s were not a great time. It was
the decade of the housewife. Gender roles were strong in American society. The
sentiment behind these ads was that women were solely consumers (Mack, 2007).
Women controlled the household and not much else. It was a time before the sexual
revolution and the womens power movement. Womens rights were not what they are
today. Even still, advertising has not changed much in the last half century. Ads continue
to strengthen societys ideas on gender roles. Women are more likely than men to be
shown in very limited environments, namely a house/domestic situation (Schneider,
Schneider, 1979). In the long run, it limits how people think women should act.
Advertising is still incredibly imbalanced against strong, independent women. The
traditional image of the housewife is present in ads even if it is not as obvious. More than
anything, these ads do not display any of the diversity America is known for.
Advertisements still reflect one image of women: white, middle class women looking to

Running Head: WOMEN AND GENDER ROLES IN MEDIA

please their families. What makes this situation even worse is that the ads with a distorted
view are repeated continuously (Kim & Lowry, 2007).
On another layer of advertising, Mary Gilly (1988) evaluated the types of ads
women are in. In a study done in the 1970s, women were found predominantly in the
home, rather than in occupational settings like the men. They were used less often as
spokespersons, and then predominantly because they were product users, not authorities
(Gilly, 1988). In addition, only 6% of ads had male voiceovers. This could be because
male voices are perceived as authoritative (Gilly, 1998). This constant referral back to
traditional roles is not indicative of society. When women are constantly being seen in the
home the images seep into peoples minds. In actuality womens interests vary just as
much as men. Why, then, do commercials only show women in the same roles? If ads
reflect society, we have a long way until breaking gender stereotypes. The media is an
incredible influencer (A. Dutta-Bergman, 2005; M. Dutta-Bergman, 2005). Though
women have worked hard to combat stereotypes, commercials help continue them.
Television and Gender
Related to the medium of advertising is television in general. TV shows have a
more lasting effect on viewers. Shows can last for seasons while ads are over in about 30
seconds. Still, television in general is a huge part of American culture. In 2011, 96.8% of
households owned televisions (Stelter, 2011). TV acts as a way to connect with people
and confirm our ideas. According to Joe Gow, women are more likely to act seductively
on prime time television (Gow, 1996). In addition television communicates that a
female should strive for marriage, and to attract a man she must be warm, sensitive,
altruistic, and attractive; further, if she tries to accomplish something, she is likely to fail

Running Head: WOMEN AND GENDER ROLES IN MEDIA

due to others' discouragement and her own personal limitations (Lieben, Sprafkin, &
Davidson, 1982, p, 166) (Gow, 1996). Even without meaning to do so, television
confirms peoples ideas of gender in America. In the United States, there was a positive
correlation for female viewers between television exposure and stereotyped attitudes
toward sex roles (Reep, Dambrot, 1989). Correlation does not prove causation but
enough studies have been done to show that television impacts our perceptions.
A main issue is that there is no sense of diversity of women on television. No
matter the characters background there are still shared characteristics. Blanket ideas of
all women always being sensitive and sensual are wrong. Americans are exposed to one
idea of women through shows and commercials. This one type of woman becomes the
unattainable standard. Of course, not all television shows are gender negative. There are
images of successful women all over television. Female role models like the first lady
Michelle Obama are on kids programing encouraging children to stay healthy. Even still,
the programing confirms gender stereotypes (Reflections on Girls, 1997). It is the few
gender negative shows that have a huge effect on adolescents and adults alike.
MTV and Gender Roles
Another source of media connected to television are music videos. According to
Joe Gow, During the early 1980s, music video became a new source of televised gender
portrayals (Gow, 1996). Mainstream criticism of MTVs music videos is related to
pushing gender stereotypes and the objectification of women. Music videos come in a
wide range of themes and situations. Even so, women are all too often--especially as
supporting characters in the videos of male singers--they're played as bimbos (Gow,
1996). The people receiving this media are young adults. Though people do not

Running Head: WOMEN AND GENDER ROLES IN MEDIA

necessarily look up to the artists or characters in music videos, the images are pervasive.
They serve as a justification to expect overly sexual behavior from girls and women. The
ideas television portrays of what it means to be a girl start much younger.
The Little Princess Syndrome in Movies
Little girls grow up expecting what they see on television and movies. One of the
biggest archetypes on both forms of media is the princess. Princesses, specifically
Disneys princesses generate millions of dollars each year. They are packaged in pretty
pink packages and mass-produced. Though on the surface it may just seem like a
commercial exchange, the effects manifest deeper. Little girls ideas of gender are based
on these very characters. It is a psychological principal known as the Little Princess
Syndrome (Johnson, 2010). Instead of looking up the characters that have real skills and
ambitions, they are sucked into the fairy tales. Girls all over the world buy into pretty
dresses, romance, and happy endings. Identifying with these Disney characters is not
explicitly a problem. Disney has crafted their stories to be both entertaining and fun. The
problem is that some of the characters have a limited range of aspirations and dreams.
Cinderella teaches children that if by some miracle they can escape their lives, they will
find love. This message is in no way moving or powerful. It repeats that idea that girls
should be striving to be beautiful or impressing a guy. In the last two decades, Disney has
been more aware of the gender stereotypes it portrays. Ariel in The Little Mermaid was
criticized for being boy crazy and not too bright. Instead of listening to her father, she
gave up her voice and identity to catch Prince Erics eye. Belle from Beauty and the
Beast was a response to the criticism. Belle cared for her family and was book smart.
Despite the movies and shows that go against these roles, they are not always well

Running Head: WOMEN AND GENDER ROLES IN MEDIA

received. In fact, both boys and girls tend to reject stories that attempt to alter the
traditional gender roles found in fairytales (Johnson, 2010). Disney is not the only film
company guilty of continuing the princess syndrome. They are just one of the most
consistent examples in the last twenty years. Though it may seem like girls grow out of
this phase, the effects stay with them. These movies strengthen girls ideas of gender
roles. During adolescent formative years, this means a lot.
Will Awareness of Gender Stereotypes in Media Lessen the Effects?
The journey to gender equality is still going on. Thousands of women have started
a revolution to bring awareness to womens rights. Voices during the female
empowerment movement have expressed what it means to be a woman. The rights
women want and why it is wrong to treat them as if they mean less than men. Despite the
progress made, American women are still plagued by the by one-sided portrayal of them
in media. Americas main sources of media (television and movies) repeat the same
expectations of women. The result of women being shown in domestic situations and
acting a certain way has infiltrated Americas ideas on gender roles. Girls are expected to
love pink and strive to be a Disney princess. Television in particular has continued gender
stereotyping for over half a century. The programing and advertisements are part of
American culture. It is no surprise that expectations for girls are limited. Images of
independent, smart women are underrepresented in the media Americans consume. For
this very reason, the media is unbalanced. Television shows only show the ideal
American woman, not real women. Perhaps awareness of gender stereotypes will help
lessen the ridged expectations they put on young girls. Generally, awareness of negative
behavior causes people to question and change it. Teaching girls that they can be

Running Head: WOMEN AND GENDER ROLES IN MEDIA

10

whatever they want is important. If nothing else, they can learn to dream big from friends
and family. For now, the idea of women will continue to be skewed in media.

Running Head: WOMEN AND GENDER ROLES IN MEDIA

11

References
Ali, T.S., Krantz, G., Gul, R., Asad, N., Johansson, E., & Mogren, I. (2011). Gender
Roles and their Influence on Life Prospects for Women in Urban Karachi,
Pakistan: A Qualitative Study. Global Health Action, 41-9,
doi:10.3402/gha.v4i0.7448
Brewer, H. (2012). List of gender stereotypes.
Carter, B. (2009, November 12). Among Late-Night Writers, Few Women in the Room.
New York Times. p. 1.
Definition of terms: sex, gender, gender identity, sexual orientation. (2011). APA.
DeLuzio, C. (2010). Women's Rights : People and Perspectives. ABC-CLIO.
Dutta-Bergman, M., & Dutta-Bergman, A. (2005). The Consumption of Media Types and
Attitudes Toward Gender Equality: A Population-Based Study. Conference
Papers International Communication Association, 1-25.
Elasmar, M., Hasegawa, K., & Brain, M. (1999). The Portrayal of Women in U.S. Prime
Time Television. Journal Of Broadcasting & Electronic Media, 43(1), 20.
Gender & gender identity. (2012).
Gow, J. (1996). Reconsidering Gender Roles on MTV: Depictions in the Most Popular
Music Videos of the Early 1990s. Communication Reports, 9(2), 152-161.
Jarvis, J. (1984). Kate & Allie Aside, Its Far From Prime Time For Women On
Television As Airheads Rule the Airwaves. People, 21(18), 158.
Johnson, M. (2010). The Little Princess Syndrome. Natural Life, (136), 34.
Jones, A. H. (2011). Visual and Verbal Gender Cues in the Televised Coverage of the

Running Head: WOMEN AND GENDER ROLES IN MEDIA

12

2010 Winter Olympics. International Journal of Interdisplinary Social Scuences,

6(2), 199-216.
Gilly, M. C. (1988). Sex Roles in Advertising: A Comparison of Television
Advertisements in Australia, Mexico, and the United States. Journal of
Marketing, 52(2), 75-85.
Knoblock-Westerwick, S., & Hoplamazian, G. J. (2012). Gendering the Self: Selective
Magazine Reading and Reinforcement of Gender Conformity. Communication
Research, 39(3), 358-384. Doi: 10.1177/0093650211425040
Lauzen, M. M., Dozier, D. M., & Horan, N. (2008). Constructing Gender Stereotypes
Through Social Roles in Prime-Time Television. Journal Of Broadcasting &
Electronic Media, 52(2), 200-214.
Reep, D. C., & Dambrot, F. H. (1989). Effects of Frequent Television Viewing on
Stereotypes: 'Drip, Drip' or 'Drench'?. Journalism Quarterly, 66(3), 542-556.
Reflections of Girls in the Media: A Two-Part Study on Gender and Media. Summary of
Key Findings. (1997).
Schneider, K.C., & Schneider, S. (1979). Trends in Sex Roles in Television
Commercials. Journal of Marketing, 43(3), 79-84.
Signorielli, N. (2012). Televisions gender-role inages and contribution to stereotyping:
Past, present, and future. In D.G. Singer, J. L. Singer (Eds), Handbook of children
and the media (2nd ed.) (pp. 321-339). Thousand Oaks, CA US: Sage Publications,
Inc.
Signorielli, N. (2004). Aging on Television: Messages Relating to Gender, Race, and

Running Head: WOMEN AND GENDER ROLES IN MEDIA

Occupation in Prime Time. Journal of Broadcasting & Electronic Media. 48(2),
279-301.
Spar, D. (2012). American Women Have It Wrong. Newsweek, 160(14/15), 38-48.
Stelter, B. (2011, May 03). Ownership of TV Falls in US.
Terry, G. (2007). Women's Rights. Pluto Press.
Whiteside, E., Hardin, M. (2011). Women (Not) Watching Women: Leisure Time,
Television, and Implications for Televised Coverage of Womens Sports.
Communication, Culture, & Critique. 4(2), 122-143. Doi:10.1111/j.17539137.2011.01098.x
Womens History Month: March 2012. (2012, February, 22).

13