GENDER AND THE MEDIA

I. MEANING/NATURE/PERSPECTIVE

 Refers to the relationship between media and gender, and how gender is represented
within media platforms. These platforms include but are not limited to film, radio,
television, advertisement, magazines, social media, and video games. Initiatives and
resources exist to promote gender equality and reinforce women's empowerment in the
media industry and representations. For example, UNESCO, in cooperation with the
International Federation of Journalists, elaborated the gender-sensitive indicators for
Media contributing to gender equality and women's empowerment in all forms of media.

II. GENDER ROLE ASSIGNMENTS IN MASS MEDIA

 Television for a long time has been a tool in promoting the stereotypes of gender roles
and tends to show them as being natural. The television industry is usually male
dominated therefore most of what is produced tends to take a male perspective therefore
bringing about male gaze. Through such productions girls get to learn that this is a man's
world and hence they get to change their personalities. It is very powerful and high
influential means to make and communicate gender equality and gender culture of society
are mass media technologies which have become an essential part of individual daily
lives and culture in the world over. The mass media are able to genuinely make legal
gender ideas and philosophy shaped by gender politics and beliefs, and to increase the
likelihood or chance of their receptions by the general audiences.

 The mass informs and also gives great pleasure and full entertainment. It is a dominant
influence in distinguishing the roles of men and women in a civilized world. Morley in
his work opines that, "the younger generations are especially influenced by its depiction
of gender roles. Even though television has improved very well in its representation of
gender, women are still stereotype in conventional roles, and under-represented, while
men are revealed or seen as dominant figures. Generally, women are known to be the
mothers while men are depicted as the bread winner of the family.

 The media has been a factor in bringing about gender roles as it tends to focus more on
the ancient stereotypes that cover the boy and girl child roles in the society hence
bringing about the inflexibility in the gender roles.
III. GENDER INEQUALITY IN MASS MEDIA

 The media is generally regarded as playing an important role in defining prevailing social
norms containing social harassment especially television, which is "widely accessible and
intentionally appealing and engaging, (making) massive use of stereotypical messages
that the majority of the people can easily understand. Media affects behaviors and is "of
prime importance for adolescent's general ideas of romance, sex, and relationships. Thus,
objectifying media can be linked to the increased probability of male viewers engaging in
sexual harassment, abuse or acts or violence against women.

 Women are more associated with products like detergent, clothing, and beauty cosmetics
while men are portrayed as more of a powerful in magazine ads by selling more valuable,
non-domestic items such as cars, cameras, or any high-priced, technological objects.

 Women are encouraged based off images in the media specifically in magazines to dress
and associate with men in a manner that promotes their sexual desirability.

 Studies also found the physical representations of men in magazines generally tend to be
more attainable and realistic than that of representations of women.
GENDER AND THE
MEDIA
(Gender and Society)

Submitted by:
Aganinta, Acelyn
Bonaobra, Caren
Isip, Ma. Abegail C.
Jimenez, Girlie Kate
Kahalili, Janenard
Nacional, Jazzmine Paola.
BSBM-2E

Submitted to:
Ms. Dianne Agana

24 September 2019
 REFERENCE

https://gsdrc.org/topic-guides/gender/gender-and-media

https://www.nyu.edu/classes/jackson/causes.of.gender.inequality/Readings/Wood%20-
%20Gendered%20Media%20-%2094.pdf

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https://www.huffpost.com/entry/gender-roles-media_b_5326199

https://en.wikipedia.org/wiki/Media_and_gender