UNIVERSITI TEKNOLOGI MARA

FACULTY OF COMMUNICATION AND MEDIA STUDIES

DIPLOMA IN COMMUNICATION AND MEDIA

CONTEMPORARY ISSUE IN MEDIA AND COMMUNICATION

(COM 168)

TITLE:

MEDIA BIAS AND STEREOTYPING

(THE INFLUENCE OF MEDIA ON VIEWS OF GENDER)

GROUP:
MC1102G

PREPARED BY:

NAME NO MATRIK
FISHA DAYANA BINTI SAIFUL BADRIN 2019666422
SARA NUR’ AIN BINTI MOHD ZULFIKAR 2019647078
NURUL AIN BINTI SUHAINI 2019246288
MUHAMMAD HEELAL BIN SAHRI 2019210604

PREPARED FOR:
MADAM SITI HAJAR BINTI ABD AZIZ

DATE OF SUBMISSION:
 23 JUNE 2020

INTRODUCTION (2%)

According to the American Heritage Dictionary of the English Language, the term media refers
to “a means or agency for communicating, transmitting or diffusing information to the public.”
Meanwhile, the dictionary defines bias as “a preference or an inclination that inhibits impartial
judgment or an act of policy stemming from prejudice” (Pickett et. al., 2002). In the interests of
comprehension, the words “media” and “bias” into one collective term from this point forward.

Media bias is when the News Media distorts the reporting and objectivity of news in any way or
form. This also means that news producers are being partial, selective and not being objective in
the selection of many events and stories that are reported and how they are covered. This
definition is supported by some researchers and they have shown that 76% of America felt that
the media “favor one side” (Pew Research Centre,2013). Not only that, in 2011 68% felt the
media are biased with respondents twice as likely to feel journalists exhibited a liberal over a
conservative bias. (The Hill Magazine, 2011).

On the other hand, stereotypes are simplistic and generalized ideas about a particular group of
people and by characteristics, attributes, and behaviors of members of certain groups. More than
just beliefs about groups, they are also theories about how and why certain attributes go together.
The nature and purpose of these theories are likely to play an important role in determining when
stereotypes are applied and when they are likely to change (cf Leyens et al 1992, Oakes &
Turner 1990, Snyder & Miene 1994, Rothbart & Taylor 1992, Wittenbrink 1994). While
stereotypes can be helpful by making quick decisions based on past experiences, they can also
mislead us by thinking something is true about a person just because they belong to a certain
group or look and act in a certain way.

Many media such as TV shows, movies and music use stereotypes in order to tell a story.
Sometimes these stereotypes are wrong and reinforce false beliefs about how people belonging
to a certain group look, think, and behave. Other studies show that we can define stereotypes
groups in two ways. First are mental representations of real differences between groups. That is,
stereotypes are sometimes accurate representations of reality (see Judd & Park 1993, Jussim
1991, Swim 1994), or at least of the local reality to which the perceiver is exposed (Rothbart et al
1984). Under this circumstance, stereotypes operate much like 240 HILTON & VON HIPPEL
object schemas, allowing easier and more efficient processing of information about others. Like
schemas in general, these stereotypes may cause perceivers to gloss over or fail to notice
individual differences (von Hippel et al 1993). This can affect how some people feel about others
and how they treat them. However, researchers have looked into links between stereotypes in the
media and how people think and act. They have found that gender is one of them.
To relate to this highlighted issue, gender stereotypes of what it means to be male, female, gay or
straight can be found in most media aimed to children and adolescences. Examples include
advertisements which rely on using colors to show products aimed at boys (blue) and girls
(pink), sexist video games that reinforce sexism, or shows that portray homosexual characters as
flamboyant. These examples are also supported by (Latrofa et al., 2010) specifically, women
(i.e., the low-status group) have been shown to identify more strongly with the gender in-group
than men (the high-status group), and this higher level of identification leads to women’s
stronger level of self-stereotyping. Research shows that gender stereotypes can affect how
children feel they should act, look, and even what they can be when they grow up.

In general, the media continues to present both men and women in stereotyped ways that limit
our perceptions of human possibilities. Typically, men are portrayed as active, adventurous,
sexually aggressive, powerful and largely uninvolved in human relationships. Just as consistent
with cultural views of gender are depictions of women as sex objects who are usually young,
thin, beautiful, passive, dependent and always incompetent and dumb. Female characters devote
their primary energies to improving their appearances and taking care of homes and people.
Because media pervade our lives, the way they misrepresent genders may distort how we see
ourselves and what we perceive as normal and desirable for men and women.

ISSUE No. 1 (4%)

Introduction of the issue

There are many differences between men and women. To some extent, these are captured in the
stereotypical images of these groups. Stereotypes about the way men and women think and
behave are widely shared, suggesting a kernel of truth. However, stereotypical expectations not
only reflect existing differences, but also impact the way men and women define themselves and
are treated by others. Gendered Media: The influence of Media on Views of Gender, the journal
discusses why the media are rarely underrepresentation of women and stereotypical portrayals of
women and men. Media distort real proportions of men and women in the population. This
relentless misunderstanding tempts us to assume that there really are more men than women and
pretend to make men as cultural norms. Even though the study says that in most sexually
reproducing species, the ratio tends to be 1:1 that means there are 105 males for every 100
females but most countries in Asia have a lot more women than men, for example in China.

The first issue in this journal is about underrepresentation of women. As we can see in the
aspect of film, film in China always represent men than women whereas theres a lot of talented
women in China that can act but still the director always choose men as a main character while
female are portrayed as domineering or as sex objects. This is very clear that the media always
take advantage of women. So, this is why we always see men always look great in movies and
women look weak.
Media have their own strategy to represent the women when the time is right. This perception is
also supported by Silverstein et al., 1986, they represent women only for advertising in
magazines because in the magazines also communicate the message that women are sexual
objects. While men are seldom pictured nude or even partially unclothed, women habitually are.
Advertisements for makeup, colognes, hair products, and clothes often show women attracting
men because they got the right products and made themselves irresistible.

Not just that, stars of prime-time and films, who are beautiful and dangerously thin, perpetuate
the idea that women must literally starve themselves to death to win men’s interest. Besides, jobs
in the media are also biased. Just about 5% of television journalists, executives and producers are
female (Lichter, Lichter, & Rothman, 1986) and the rest are men. Even if there's a lot of
graduated women in the industry they will choose men first among women. This is shown when
two thirds of journalism graduates are women, they make up less than 2% of those papers and in
corporate management of news only about 5% of newspaper publishers (“Women in Media,”
1988). Media did this because they believe that female characters only devote their primary
energies to improving their appearances and taking care of homes and people. Just because of
this, the ways they misrepresent genders may distort how we see ourselves and what we
perceive as normal and desirable for men and women.

The second issue is about stereotypical portrayals of women and men. Media also make us
believe that every men in this world is strong, independent, powerful and energetic while women
is a sex object who always dumb, passive, dependent. Not only that, even women are seen from
two aspects, old and young but men are still men and they don’t even compare about old and
young. For example, we can see through our social norms that the media always chooses young
women than the older because our culture worships youth and beauty in women.

In the past, the marketing and advertising industries have traditionally been more about
imagination than reality, and women's idealization rather than empowerment and now the media
shapes us to see the elderly as people who are often ill, helpless, fumbling and not suitable
anymore to bring them on television. Whereas, when men in the television, media shapes us to
see that all men are still relevant on the television even when they are older. Nowadays, all
television programming for all ages disproportionately depicts men as serious, confident,
competent, powerful, and in high-status positions and even highly popular films such as The Old
Man & The Gun, Mary, Avengers and Total Recall that starring and old men still highly regarded
by the public. This issue is also supported by Pareles, 1990; Texier, 1990. They said “in MTV,
which routinely pictures women satisfying men’s sexual fantasies, media reiterate the cultural
image of women as dependent, ornamental objects whose primary functions are to look good,
please men, and stay quietly on the periphery of life.”

Gendered Media: The Influence of Media on Views of Gender, is the greatest journal that shows
how media can be so biased on women. Among the many effects on how we see men and
women, the media is the most prevalent and one of the most strong. Woven into our everyday
lives, at any turn, the media insinuate their agendas into our consciousness. All types of media
convey gender representations, many of which reinforce false, patriarchal, and restrictive views.
Two patterns explain how gender is portrayed in the media. First, women are underrepresented,
which automatically means that men are social norms and that women are unimportant. Second,
men and women are portrayed in stereotypical ways that reflect and sustain socially endorsed
views of gender.

ISSUE No. 2 (4%)

Introduction of the issue

While men get all the attention they could have, women continue to receive less coverage in the
media. Some attribute this difference to gender bias in the media. For instance, one has
demonstrated that the news coverage of men is disproportional even after accounting for
occupational inequalities and differences in public interest. The comparison has been made with
similar aged men from the same occupational strata, women enjoy greater public interest but yet
receive less media coverage (Shor et al. 2019) . This clearly has shown that there is something
going on with the media. This journal explains in detail about gender bias in the media
concerning why successful women receive less coverage compared with men. This journal has
stated that the main reasons why women gain less coverage in the media are because the
real-world structural inequalities, unequal public interest and finally media related
inequalities.

To begin with, the first issues that have been highlighted by this journal are, the
real-world structural inequalities in the workforce and in high-profile positions. Research
by sociologist and economist on labor market segmentation (Leicht 2008) have highlighted the
differential entry of women and men into fields such as politics, business, the security forces, and
other high professions and fields. Men are more likely to take part in various types of stated
fields and receive more power and attention that may lead them to higher positions in certain
organisations compared to women. For instance, men are more likely to join politics which will
offer them higher positions and greater publicity compared to women.

It is true that some of these women have make their own path towards the successfulness
but, within jobs, numerous studies have demonstrated that women often face a “glass ceiling,”
where their progress in the workforce, in politics, and in other professional and public domains is
continuously blocked by the institutional structures and cultural ideologies (Cotter et al. 2001;
Folke and Rickne 2016; Kay and Hagan 1995; Ridgeway 2011). The journal also explains the
employers also tend to take men as their workforce because there are stereotypes where women
are only capable of doing certain jobs only (Reskin and Bielby 2005). This stereotype explains
that women are not capable of doing all jobs while men do. Employers are more likely to take
men as their workforce because they are multifunctional compared to women. Thus the
participation of women in high profile jobs and positions began to shrink and as a result, women
are often channeled or select themselves into social and occupational spheres that, according to
most journalistic standards, are less newsworthy (England 2005; England and Li 2006).

Secondly, the journal also stated that the inequalities in public interest and
newsworthiness for equivalent positions have become one of the bringing issues. Popular
media outlets are concerned about their readership and viewership ratings, thus, they would
choose an individual who’s sufficient to the public eye. Some scholars said that even if these
women have reached the high-end position, they are still less competitive, ambitious, confident,
assertive, or self-promoting when compared with similar positioned men. On the one hand, one
might argue that women who have succeeded in reaching high-end social and professional
positions might attract more interest when compared with their male counterparts. But these
media outlets find that the success of these women are more exotic and like seasons, it will not
last long.

However when it goes to men, the impact of certain news will become evolutionary
compared to one that we have discussed. Even when women do enter prestigious professions or
reach high-end positions in these professions, they often have shorter career spans. Women and
minorities are more likely to be promoted to precarious leadership positions, with higher
turnover rates and professional instability, a phenomenon that some have referred to as a “glass
cliff” (Cook and Glass 2013; Ryan and Haslam 2005). Ridgeway 2013 once stated that without
extensive self-promotion, the public is likely to judge women as less interesting, not worthy of
attention and not newsworthy. Hence, the media are more likely to feature men for their news
coverage rather than women. In conclusion, women still gain less public interest and
newsworthiness compared to men within the same occupations and structural positions.

Finally, the last issues stated by the journal are the inequalities in the media-related
factors. The journal explains in details about bias and discrimination in media coverage. The
journal extends the logic of gendered media inequalities and suggests that those differences that
cannot be ascribed to either structural inequalities or differences in public interest can reasonably
be understood as gender bias. Mass communication scholars make similar arguments,
maintaining that the differential media coverage of women and men is not merely a reflection of
existing gender inequities in the public sphere or differential public interest. However media
practices significantly exacerbate and artificially magnify these inequalities (De Swert and
Hooghe 2010; Tuchman 1979). The hypothesis that can be stated is when compared with men
who have reached the same achievements occupational positions and draw similar public
interest, women still received less media coverage.

In total conclusion, the journal: A Large-Scale Test of Gender Bias in the Media has opened the
eyes of the public about how bad women have been treated in receiving media coverage. We
should change the norms that have been presented by this journal. Genders are only the terms
that have been constructed by the public or in other words socially constructed. The structural
inequalities and differential public interest appear to explain the full gender gap in receiving
coverage. There is nothing that women are not capable of. Media should portray more in
empowering women not just because of what the audience wants or the newsworthy. It is about
equality for all in media platform

MALAYSIAN MEDIA MONITORING (4%)

Media monitoring through Malaysian broadcast media is done to get analysis on gender
bias and stereotypes revealed. monitoring of this media also contributed to this study by
obtaining collection data from online information sources as support. Broadcasting media such
as television, radio and advertising also have elements of gender bias and stereotype.

MOVIES/DRAMA

Television platforms in Malaysia play an important role in delivering a good message to

viewers as the content of television shows has greatly affected the viewers in various aspects.
According to the CEO of Media Prima TV Network, Johan Ishak, he said “the Prima Television
Television Network had a record increase in viewership”. “The RTMP drama slots of Akasia,
Samarinda, Seramadi and Lestary continue to attract large audiences. Nur is among the
most-watched plays in 2018 with over 11 million television viewers that year, "he said in a
statement. It shows that dramas and movies greatly influence millions of viewers. This can be
related to the topic being discussed, which is ‘The Influence of Media on Views of Gender’.

1) ARIANA ROSE
Ariana in Ariana Rose is portrayed as a glamorous and highly educated lady who had been raped
but continued to rise from her difficult experience as a corporate lady in the course of her career.
She is also noted with the orphans for her goodness, and still thinks of her creator. Her daily
prayers had strengthened her faith, “Ampunilah aku Ya Allah. Aku tidak kuat menghadapi ujian
mu Ya Allah” [Oh Allah Almighty. Please forgive me. I am not strong to face your test]. This
proved that this drama portrays women as a strong character, and women with great
determination.

2) SEHANGAT ASMARA

Kamilia Najwa or Kay in Sehangat Asmara who is pregnant and left by her
husband is able to stand up and finish her university education to become a
successful lawyer. This proved that the character in this drama portrayed a tough
woman, who faced various obstacles as a single mother.

CARTOON

Cartoons are one of the animations created for general viewing especially among
children. In the beginning, local animation content was created based on Malaysia culture as well
to promote harmony among different societies in Malaysia (Mohd Nazri & Hassan, 2013). The
character appearance and its role indeed play an important factor in animation films. Based on
Mohd Rosli, Azaini Manaf and Kim Hae Yoon, they found that character animated cartoons in
Malaysian animation films have successfully given a significant impact to the emotion of the
animation viewers. However, the animation industry also reveals gender stereotypes.

1) UPIN & IPIN

This cartoon is about the life of twins with their family and friends. Based on the
girl characters in this cartoon which is lead as upin&ipins’ friends, Mei Mei and
Susanti, most in the episodes their playing scene are more into games that feature
feminist such as cooking and ‘batu seremban’. Meanwhile, Upin & Ipin and their
male friends play football and soldier (askar-askar). These behaviors reflect a
common and accepted gender or social roles based on sex biology. This proves
that the character in this cartoon is portrayed as having stereotypical elements
based on gender.

2) BOBOIBOY
 The character of Mamazilla in BoBoiBoy shows a mother who is very fierce in
raising her child. This character can also be related with Kak Ros in Upin & Ipin,
a fierce sister that is feared by Upin & Ipin and their friends. It shows that women
are portrayed in a more aggressive manner and this gender stereotype has become
a tradition in the acting industry.

ADVERTISEMENT

Advertising in Malaysia also has elements of gender-based bias for example gender
advertisement which is the images in advertising that depict stereotypical gender roles and
displays. According to the Women's Action Society of Malaysia, they found that advertisers are
often responsible for cases involving unfair representation of women. Men are often depicted in
most ads as educated, technically advanced and intelligent as opposed to women, who are often
presented as mothers who are extremely content doing housework or females who are obsessed
with nothing but their physical appearance.

1) BEAUTY PRODUCT
 Beauty products advertisement often portray gender stereotypes and it implied
that lighter-skin and slimmer women had better chances at advertisement roles
than darker and bigger women. Based on media monitoring survey entitled
'Preliminary Findings: Gender-Sensitive and Gender-Biased Advertisements'
conducted by the All Women's Action Society (Awam), out of 150 females
observed, facial appearances for 72% of them were fair, 26%, medium, and 2
percent of dark complexions. From the total of 150 females observed, 94.7% were
seen as slim, 4.67% were overweight. However, these standards do not apply to
the male population seeking advertisement because darker-skin men are preferred.

MUSIC

Music is also known as a platform for expressions of gender. In Malaysian music

industry, most are romantic songs that contribute to Malay listeners’ perceptions of gender
messages. According to Collin Jerome (2013), the message conveyed in the song socially
constructed gender roles and expectations in romantic relationships. Gender stereotypes are also
used in the songs to reinforce men’s and women’s roles in romantic relationships.

1) PELUANG KEDUA BY NABILA RAZALI

This song analysed conveyed a woman's regret in her romantic life and hope for a
second chance. This song also depicts women more likely to make mistakes and
hurt themselves. On the other hand, women blame themselves for the breakup
rather than being portrayed as emotional. “Maaf, andai kau terluka” (sorry if you
got hurt) and “maaf, kerana aku pun terluka'' (I'm sorry that I got hurt), the lyrics
in this song sung shows that women feel more sadness than men. However, there
are gender stereotypes that are used to show that women are more committed to
maintaining that relationship than men for asking the second chance. In fact, this
song was sung by a female singer.

2) MANA ADA HATI BY AYDA JEBAT

From this song analysis, men were depicted as more inclined to change feelings
and behaviour toward their lover. “Kurang apa lagi yang harus ku beri” (what
else should I give you), this shows that men are easy to turn away even if they are
cherished by the woman. However, women are portrayed break up because of the
unbearable pain. It can be proven when the female singer sung “mana ada hati
yang ingin terus disakiti, untuk apa aku kau miliki lagi” (there is no heart that
wants to be hurt, for what you still hold on me)
OBSERVATION AND DISCUSSION (4%)

Stereotypes in general and gender stereotypes in particular may be helpful when there is a need
to make quick estimates of how unknown individuals are likely to behave or when trying to
understand how large groups of people generally differ from each other. However, these very
same functions make stereotypes much less helpful in estimating the exact potential or
evaluating the defining characteristics of specific individuals. Yet this is what we often do when
we rely on group-based expectations instead of judging individuals by their own merits. Gender
stereotypes exaggerate the perceived implications of categorizing people by their gender and
offer an oversimplified view of reality. They reinforce perceived boundaries between women
and men and seemingly justify the symbolic and social implications of gender for role
differentiation and social inequality. The broad awareness of gender stereotypes has far-reaching
implications for those who rely on stereotypical expectations to evaluate others, as well as those
who are exposed to these judgements. Gender stereotypes are shared by women and men, and
their implications affect stereotype users and targets of both genders.

Of the many influences on how we view men and women, the media are the most extended and
one of the most powerful. Related throughout our daily lives, media imply their messages into
our consciousness at every turn. All forms of media communicate images of the sexes, many of
which perpetuate unrealistic, stereotypical, and limiting perceptions. Three themes describe how
media represent gender. First, women are underrepresented, which falsely implies that men are
the cultural standard and women are unimportant or invisible. Next, men and women are
portrayed in stereotypical ways that reflect and sustain socially endorsed views of gender. Lastly,
depictions of relationships between men and women emphasize traditional roles and normalize
violence against women.

On the other hand, according to Wood J. T. (1994), there are three different types of women as
portrayed by the media. The first are those women who play insignificant roles as opposed to the
role of men in any society. The second are those women who are stereotyped according to their
social contributions. The third and last type of women are those who are oppressed and abused
into accepting and enduring their traditional functions as a woman. Besides that, Wood J. T.
(1994) has also accused the media for continuously stereotyping women and men thus limiting
their natural prospects and capabilities. Men are usually portrayed as active, adventure loving
and aggressive. Conversely, women are portrayed as men’s sex partners who are alluring but
passive, dependent and incompetitive.

Gender stereotypes not only capture how we expect women and men should behave but also
communicate how we think they should behave (Prentice & Carranza, 2002). Indeed, women
who behave in line with the stereotype are evaluated more positively than women who seem to
challenge gender-stereotypical expectations (Eagly & Mladinic, 1994). In fact, men and women
agree that the stereotypical views indicate that men are both more competent than women and
that they ought to be more competent. Likewise, these views convey the idea not only that
women tend to be more communal and warmer than men, but also this the way that they should
be (Ramos et al., 2017). Hence, gender stereotypes also provide people with shifting standards
against which the qualities and achievements of men and women are evaluated (Biernat &
Manis, 1994). As a result, men who behave modestly in a professional context violate
expectations of the masculine stereotype and are disliked because they are seen as weak and
insecure (Mods-Racusin et al., 2010). Conversely, women who display agentic behavior (by
being competent, ambitious, competitive) seem insufficiently nice and are dislike and devalued
as a result (Rudman & Phelan, 2008)

However, some studies show that actually there's no difference between men and women because
in the end we are still humans that complete each other. Hyde (2005) demonstrates that there is
strong support for this hypothesis. The large majority of the findings suggest that gender
differences are small or close to zero, consistent with the earlier conclusion of Maccoby and
Jacklin (1974). This is contrary to ‘the differences model, which holds that men and women, and
boys and girls, are vastly different psychologically’ (Hyde, 2005, 590), a model that would be
compatible with gender stereotypes. There's no point if we are fighting who is better, who is
powerful and who wins. Given media’s stereotypical portrayals of women and men, we shouldn’t
be surprised to find that relationships between women and men are similarly depicted in ways
that reinforce stereotypes. We can see through Disney stories like The Little Mermaid, Snow
White and the Seven Dwarfs and Beauty and the Beast, these stories shows that men are for
women, women are for men because we were born to love each other and if in the film there's no
women, that story won’t be powerful. In this children’s story, we see a particularly obvious
illustration of the relationship between women and men that is more subtly conveyed in any
media productions.

Not just that, although the media say that women are sex objects, men are the same. Male sexual
objectification involves a male being regarded solely as an object of sexual gratification, rather
than as an individual. Christina Hoff Sommers and Naomi Wolf argue that women's sexual
emancipation has brought them to a change of roles from which they regard people as sex objects
in a way close to what they condemn regarding men's treatment of women. Cases under which
males that be perceived as sex objects by women include commercials, music videos, film, TV
programs, beefcake calendars, women's magazines, male strip programs, and CFNM activities.
Research has shown that the psychological consequences of objectification on men are similar to
those of women. For example, men are portrayed as “six-pack advertising” and women portrayed
as “women bikini”. However, this topic can not be addressed as everybody agrees that the media
should deliver more valuable content or goods than ever before, focusing on certain topics that
benefit the society. In social psychology research, the empirical examination of treating someone
as an sex object has received little consideration until now. Rather, research has focused on
seeing someone as an object (Bernard, Gervais, Allen, Campomizzi, & Klein, 2012; Gervais,
Vescio, & Allen, 2012; Gervais, Vescio, Forster, Maass, & Suitner, 2012).
Finally, all over the discussion and observation. We know that not every media is biased and as
we can see in this Era, the media is now less distinguished between men and women and that’s a
good change because the media really influence us to see what is happening around us and make
us believe what they do and give. Above all of these, there are also several parts of the media
who help in empowering women rights. Certain media have appeared to give the honorship to
women.

SUMMARY (1%)

After all, from what we have discussed and observed as above, with supportings from scholars
and researchers, we have found that the media has influenced our minds within all sorts of media
platforms on how we view men and women. These platforms include but are not limited to film,
radio, television, advertisement, social media, and video games. Initiatives and resources exist to
promote gender equality and reinforce women's empowerment in the media industry and
representations and it is capable of exposing content that contribute to gender bias and
stereotypes. In this study, we found that the media focused on portraying the roles of men and
women and it has a huge impact on society. This occurs because the media are the most
pervasive and one of the most powerful to influence and control the world's view.

Gender stereotypes not only affect the way we perceive others and the opportunities we afford
them, but also impact our conceptions of self, the demeanor we see as desirable, the life
ambitions we consider appropriate, and the outcomes we value. contradictory, then, the firm
belief that gender stereotypes accurately reflect the achievements and priorities of most men and
women prevents individuals from displaying their unique abilities and acting in line with their
personal preferences. Some findings have also shown that there is no difference in men and
women since they are all human beings who will need to complete each other. It is us at the end
of the day, who needs to decide whether we want to believe what the media has portrayed or not.

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