Media and Gender

Gayathry Ramdas

School of Arts Humanities and Social Sciences

Department of Media Studies

Christ (Deemed to be) University

Bengaluru

r.gayathry@jpeng.christuniversity.in

 
  ABSTRACT

In order to better understand how gender affects media, this study paper looks at how
gender norms and expectations affect media creation, dissemination, and consumption. The
paper offers insights into the complicated relationship between gender and media, showing the
ways in which media content can reinforce or challenge gender preconceptions and biases. It
does this by drawing on a variety of case studies and media content. The conversation explores
the effects of these representations on people and society, underlining how media has the power
to promote a more fair and just society by producing more inclusive and diverse media content.

INTRODUCTION

         Norms, values, and views of society are shaped and reflected by gender and media, two
connected notions. Gender roles, stereotypes, and biases can be created and reinforced by the
media, which can change how people see themselves and other people. Scholars and activists
have long emphasised the need for a more accurate and inclusive representation of gender in
media content, raising concerns about how gender is portrayed in media. In order to better
understand how gender and media affect each other, this research paper will look at how gender
norms and expectations affect media creation, distribution, and consumption. 

The way gender is portrayed in various media, including television, film, advertising,
news media, and social media, is a clear indication of how gender influences media. These
depictions frequently promote gender stereotypes and support constrictive and sexist conceptions
of gender. Men are frequently portrayed as powerful, logical, and authoritative, whereas women
are frequently portrayed as passive, emotional, and subservient. By limiting the positions and
opportunities accessible to people based on their gender identification, these preconceptions can
worsen gender inequality.

In addition, gender has an impact on how people consume media since they frequently
choose media that validates their gender identity and values. As a result, existing gendered
attitudes and ideas may be reinforced, and diverse viewpoints and voices may be silenced. The
media has an impact on how people perceive their own gender identity as well as the gender
identities of others. For instance, exposure to idealised portrayals of masculinity and
attractiveness might exacerbate negative self- and body-image issues.

In order to encourage critical thinking and combat gender stereotypes and prejudices in
the media, media literacy is a crucial skill. Individuals can gain a more nuanced understanding of
the role of gender in media and increase their awareness of how the media affects their own
views and attitudes by increasing media literacy skills.

This paper will explore the complex relationship between gender and media and offer
some viable remedies for more equitable and varied media representation using case studies,
media content, and audience response analysis. In conclusion, this research aims to add to the
continuing discourse on gender and media by revealing how media may be a weapon for social
change and empowerment.

DISCUSSION

         A thorough examination of several aspects, including media production, distribution, and
consumption, is necessary to fully understand the topic of gender's influence on media because it
is so complicated and multifaceted. This conversation aims to shed light on how gender
expectations and norms affect media depictions and the effects of such representations on people
and society.

         First off, media creation has a big impact on how gender is portrayed in the media. When
creating media content, media makers like authors, directors, and producers are frequently
influenced by their own gender biases and cultural expectations. For instance, historically, male
protagonists have been favoured in male-dominated sectors like film and television, which
further perpetuated gender stereotypes by depicting female characters as docile and submissive.
But with more female producers and non-binary people entering the workforce, there has been a
shift in recent years towards more inclusive and diverse gender representation in media
production.
 The second factor that significantly affects how media information is consumed is media
distribution. Media marketing, advertising, and promotion strategies can affect how the targeted
audience interprets the media's content. For instance, gendered marketing strategies frequently
reinforce gender stereotypes like the idea that girls are nurturing and boys are aggressive. Such
marketing strategies might restrict the audience's options and affect how they consume media.

The impact of gender on media is also significantly influenced by media intake. Media
audiences can be either active or passive in their consumption of media content, and how they
perceive that content will rely on their unique experiences and viewpoints. People's opinions of
their own gender identities and attitudes towards gender roles and expectations can be influenced
by how gender is portrayed in the media. For instance, media exposure to diverse and positive
gender representations can promote a more tolerant and inclusive society, whereas media
exposure to stereotyped and damaging gender representations can promote detrimental gender
prejudices and gender inequality.

In conclusion, the question of gender and media effect is dynamic and multifaceted,
necessitating a thorough examination of all relevant elements. The methods in which media
producers, distributors, and consumers engage with media content may have an impact on how
gender is portrayed in media and what that means for people and society. A more equal and just
society can be achieved by producing more varied and inclusive media content that questions
gender stereotypes and expectations.

LIMITATIONS

When examining the limitations of research on how gender affects media, there are
several. First, the study might have a small sample size, which might prevent the results from
being generalizable to a larger population. The sample could not be sufficiently diverse in terms
of gender, ethnicity, race, socioeconomic level, and other elements that could influence the
outcomes. The study may also rely on self-report data, which may be biassed due to factors like
memory recall bias or social desirability bias. Gender is a complicated construct, making it
challenging to define and measure it precisely. The study may also experience difficulties in
accessing specific demographics or having insufficient statistical power during data collecting
and analysis. Finally, because there may be other factors at work, the study may not be able to
prove a causal link between gender and media.

SCOPE FOR FUTURE RESEARCH

Future research on how gender affects media is highly possible. First, future studies
might concentrate on how gender intersects with other characteristics including race, ethnicity,
sexual orientation, and age. This would contribute to a more sophisticated understanding of how
various social identities influence how people interact with the media. Second, studies might
look at how gender representation in media and media consumption patterns are affected by new
media platforms and technologies like social media and streaming services. Third, future studies
might look into how education and media literacy affect people's opinions towards gender and
media. Finally, longitudinal studies might be carried out to comprehend how the interaction
between gender and media evolves over the course of a person's life.

        

CONCLUSION

In conclusion, the complicated interaction between gender and media has been examined
in this research work, which also looked at how gender norms and expectations affect media
creation, distribution, and consumption. The topic of gender stereotypes and prejudices in media
has been brought up in the conversation, as well as the effects of these depictions on people and
society. The results imply that media producers, distributors, and consumers all have a
substantial impact on how gender is portrayed in media and that more inclusive and diverse
media material can help create a society that is more just and equal.

REFERENCES

Carter, C., & Steiner, L. (2003). Critical readings: Media and gender. McGraw
 Hill Education (UK).

https://books.google.co.in/books?
hl=en&lr=&id=rWT4AAAAQBAJ&oi=fnd&pg=PP14&dq=how+gender+influences+media+&o
ts=aWlNEKgLsG&sig=OaJIdT7Vnf3_Mf5o8Y8y51cciyQ&redir_esc=y#v=onepage&q=how
%20gender%20influences%20media&f=false

Wood, J. T. (1994). Gendered media: The influence of media on views of gender.

Gendered lives: Communication, gender, and culture, 9, 231-244.

http://www1.udel.edu/comm245/readings/GenderedMedia.pdf

Steyer, I. (2014). Gender representations in children's media and their influence.

Campus-Wide Information Systems, 31(2/3), 171-180. 

https://www.emerald.com/insight/content/doi/10.1108/CWIS-11-2013-0065/full/html

Gill, R., & Gill, R. M. (2007). Gender and the Media. Polity.

https://books.google.co.in/books?
hl=en&lr=&id=igeFoFdh5iIC&oi=fnd&pg=PR5&dq=how+gender+influences+media+&ots=CP
JPmfztNM&sig=Ab5l4yn6b29cSGdmgq9FTp6MqCI&redir_esc=y#v=onepage&q=how
%20gender%20influences%20media&f=false

Albors-Garrigos, J., Haddaji, M., & Garcia-Segovia, P. (2020). Gender discrimination in

haute cuisine: A systematic literature and media analysis. International Journal of Hospitality
Management, 89, 102569.

https://www.sciencedirect.com/science/article/abs/pii/S0278431920301213

DECLARATION
 I hereby declare that the content of this research work is my own work and it has not been
not been submitted for any other purpose such as for publication, for the fulfilment of other
courses, program, etc.)

BRIEF BIO

Gayathry Ramdas is a student affiliated with Christ (Deemed to be) University, studying
under the School of Arts and Humanities. She is an undergraduate, studying the triple-major
course of Journalism, Psychology, and English (JPE). She is pursuing a career in journalism,
under the wing of the Department of Media Studies. 

SURVEY

https://docs.google.com/forms/d/e/1FAIpQLSfT577B-
OuMMlBmgYfoAYuN8cugPYo4CuH9m3eDc7bHj3rTEg/viewform?usp=sf_link

RESPONSES

https://docs.google.com/spreadsheets/d/1wkUuZDhUcwlSapMSMfVaTGVV-
G4ak6gxlZdvTlFNPkw/edit?usp=sharing