5.
CD-ROMs, DVDS and
MEDIA
● a channel or system of
communication — the means by
which information (the message)
is transmitted between a are taught how to socially
speaker or writer (the sender)
and an audience (the receiver).
● Singular form is Medium
● Also known as Channel
● Use to send message in many
range
TWO FORMS OF MEDIA
1. PRINTED MEDIA
● any written or pictorial form of
communication produced
mechanically or electronically
using printing, photocopying or
digital methods from which multiple
copies can be made through
automated process.
1. Newspaper - a serial
publication which
contains news on current
events of special or
general interest.
2. Magazine - a periodical
publication which is
printed in gloss-coated
and matte paper.
3. Books - a written or
printed work consisting of
pages glued or sewn
together along one side
and bound in covers.
2. ELECTRONIC MEDIA
● media that use electronics or
electromechanical means for the
audience to access the content.
1. television,
2. radio,
3. the Internet,
4. fax,
6. online video streaming.
GENDER SOCIALIZATION
● the process by which individuals
behave in accordance with their
assigned birth sex, which is
assigned at birth based on their
sex phenotype
GENDER AND MEDIA
● refers to the relationship between
media and gender, and how
representations of the different
genders are created for by the
mass media (Dutta, 2018)
GENDER STEREOTYPING
● defined as over generalization of
characteristics, differences and
attributes of a certain group
based on their gender.
● reflects how we assume
different members of different
groups actually behave.
GENDER STEREOTYPING CAN
● Creates a widely accepted
judgment or bias about certain
characteristics or traits that apply
to each gender.
● Creates a glass ceiling for many
who generally do not fall into the
broad categories of stereotyping.
● When gender inequality occurs
on the background of gender
stereotyping, this is called
sexism
STEREOTYPICAL PORTRAYALS OF
WOMEN AND MEN
1
● Typically men are portrayed as
active, adventurous, powerful, THE ROLE OF MASS MEDIA IN GENDER
sexually aggressive and largely AND DEVELOPMENT
uninvolved in human
● Gender equality in the media is
relationships
important not only to secure
● Women are portrayed as
women's right to freedom of
significantly younger and
expression but also to promote
thinner than women in the
diversity and plurality in the
population as a whole, and most
media, which are essential if the
are depicted as passive,
media are to play their appointed
dependent on men, and
role in democracy.
enmeshed in relationships or
● Media can perpetuate gender
housework.
inequalities, but also have the
● Mass media paints pictures of
power to address and challenge
how each gender is “supposed”
them. There is an enormous
to act and manipulates the mind
potential for media to show more
into the individual that the
balanced, inclusive and diverse
opinions on gender depicted on
portrayals of gender, thereby
television, radio, film, etc. are
contributing to a more just society.
the “correct” outlook on gender.

GENDER ROLE ASSIGNMENT IN MASS

MEDIA
● Women are frequently exposed to
messages in mass media that
objectify them, depict them as
victims, and the notion that
women are responsible for the
upkeep of the home and
domestic duties.
● Men are frequently shown in media
as being superior and dominant
to women.
● Many men may be afraid to be
emotional and compassionate due
to how frequently mass media
depicts men as macho and strong
● Colors and patterns are
commonly used for distinction of
the type of products sold and
what group they are being
catered to.
● Colors and patterns are often
unnecessarily gendered in
society.