MA- Political Science (Part 1)

Semester- 1
Topic- Impact of social media on gender stereotypes

Introduction:
"In the ever-evolving realm of social media, where pixels paint narratives and hashtags wield
influence, the profound impact on societal perceptions becomes increasingly noticable." In
the past few years social media has become an integral part of our lives from communication
to dating, health and fitness, product marketing , social media includes it all. Platforms like
Instagram, snapchat, twitter, facebook have become a daily routine of our lives. These
platforms brings the world closer because of better communication.Although social media
has a positive side to it but we cannot look away from the negative aspects of social media.

Social media has given a place for people to share their life these platforms. People are free
to share their opinions on any particular matter on these platforms. Infact social media has
givena place for self expression where people can share their opinions, beliefsand interests.
Influencers hold great power in shaping trends, opinions or even societal norms.

Social media also plays a dual role , it creates gender stereotypes but it also breaks gender
stereotypes. Social media platforms have an important role in shaping and propagating
gender stereotypes, with various platforms acting as strong conduits for the distribution of
society norms and expectations.one of the most common way of gender stereotyping is
advertisements , it is often seen that women play the role of a housewife or are usually
associated with beauty brands while men are often shown as authority figures , usually we do
not notice that these are are ways of gender stereotyping but it shows how women and men
are associated with certain kinds of works only.

The democratic nature of social media allows people to challenge these norms and
stereotypes too. For example there are pages on Instagram and facebook who challenge
these gendered stereotypes and empower women to stand up for their rights. Social media
campaigns and hashtags frequently start as grassroots initiatives to question established
gender conventions, underscoring the platforms' revolutionary power.

Objective of the study:

This research aims to study the ways in which social media is contributing for the
development and reinforcement of gender stereotypes. It explores the impact of social
media in the construction of norms by the society related to femininity and masculinity. It
also aims to analyse the role of influencers role in making or challenging the stereotypes and
how advertisements affect or shape people’s perception.

Research Questions:

1. What role does social media play in the creation and maintenance of gender
stereotypes?
2. What part do social media sites have in determining how society views masculinity
and femininity?
3. What role do social media influencers have in upholding or dispelling gender
stereotypes?
4. Which social media sites are affected by gendered content and advertising?
 5. How do people use social media to explore and manage their gender identities?

Literature review:

Here are the following articles and books and websites which will serve as literature for my
research.

1. Media and the Development of Gender Role Stereotypes.

This paper explores media's contributions to the development of gender stereotypes in

children and adolescents. This study Understands the intricate relationship between
media exposure and society standards which require a close investigation of gender
stereotypes and the developmental effects they have on traditional entertainment screen
media. This study of the literature looks at how gender beliefs are formed in children and
adolescents between 2000 and 2020 as a result of media from the entertainment industry,
including music videos, movies, television, and video games. The media is particularly
notable because of its abundance of models, attractiveness, and capacity to both directly
and indirectly impact cultural gender expectations, which youth learn from a variety of
sources. In addition to synthesizing research on the cognitive, behavioural, and emotional
consequences of media-induced gender stereotypes, the review examines theoretical
frameworks and empirical evidence. The points discussed in this research provides some
evidence that media consumption influences conventional views about gender roles,
appearance ideals and sexualization, play and toy behaviour, sexual roles and courtship
behaviour, career goals, and academic achievement.

2. The Stereotypical Representation of Females in Women’s Health

Magazine’s Cosmetic Advertisements

In this paper the author examines the portrayal of ideal white beauty in cosmetic
advertisements within the pages of the popular women's magazine, Women's Health.
The journal, which focuses on issues like food, fitness, health, and fashion, reflects the
ideals of femininity and beauty that are held by society. Based on the theory of
cultivation, the study suggests that the media creates a reality and instills gender
stereotypes that its viewers are expected to accept (Bögenhold & Naz, 2018). The
study, which uses social semiotics as a methodological lens, finds five stereotypes of
women in the magazine, ranging from the "casual model" to the "sex kitten." Notably,
the magazine frequently uses models as ornamental pieces, perpetuating benevolent
sexism and maintaining the idea that makeup is essential for appearance and
emotional appeal. According to the research, women's health influences how people
view gender roles and provides a model for implementation in everyday life. .. This
study examines certain cosmetic ads from the Turkish edition of Women's Health
Magazine, demonstrating how the publication portrays Turkish women in stereotypes
while still reflecting an international perspective. The type of reality the magazine has
created for women to adhere to was also made clear by this research paper.

3. The Rising Fourth Wave: Feminist Activism on Digital Platforms in India

 This study investigates social media's function in feminist advocacy. It explores
how online forums have developed into venues for opposing gender-based violence
and promoting discussions about accountability, consent, and power relationships.
The report emphasizes how social media has the power to change the world by
elevating feminist voices and tackling problems like harassment and gender inequity.
This literature study explores the complicated domain of cyberfeminism, examining
its dual function as a potentially reproducing digital environment for oppressive
structures and as an empowering platform for worldwide feminist networking. Some
criticize its episodic character and narrow vision, which are particularly apparent in its
reactions to events like the Nirbhaya movement, while others view it as a
revolutionary force that offers a "safe space" for opposition. In order to foster
diversity, decentralization, and democracy, the review highlights how cyberfeminism
must advance beyond earlier waves. For underprivileged women's engagement to
increase, the digital divide must be closed, especially in areas like India where cultural
barriers exist. It emphasizes the symbiotic relationship between online and offline
activism, highlighting the conversion of online voices into concrete effects.

4. Gendered Media: The Influence of Media on Views of Gender

This literature review examines how media perpetuates hackneyed descriptions of
both men and women, constraining comprehensions of mortal possibilities. Men are
frequently depicted as active, important, sexually aggressive, and emotionally
distant, buttressing artistic views of traditional virility. Women, on the other hand,
are constantly presented as youthful, thin, beautiful, unresistant, and dependent,
fastening primarily on perfecting their appearances and managing domestic
liabilities. Despite ongoing reviews of similar representations, media continues to
underrepresent and misrepresent both genders. The review highlights the continuity
of traditional gender places, with men infrequently shown engaging in housework or
minding liabilities, while women are confined to limited and frequently cosmetic
places. Media also perpetuates a contradiction of" good women" and" bad women,"
buttressing conceptions of women as either subservient and nurturing or as
aggressive andnon-conforming. The literature underscores the impact of media on
shaping societal morals, impacting how individualities perceive themselves and
what's supposed normal and desirable. likewise, it emphasizes the need for a further
inclusive and accurate representation of different gender individualities, challenging
the patient conceptions eternalized by media.
Methodology:

For this research on impact of social media on gender stereotypes mixed methods can be
used that is quantitative as well as qualitative. For quantitative method surveys can be
conducted to collect large sample of data from social media users. For qualitative method in
depth interviews can be conducted with a smaller sample of social media users in Mumbai.

Significance:

The gender stereotype impact study is important because it clarifies how social media
platforms can support and reinforce particular gender norms and stereotypes. By looking
into this subject, we can learn more about the possible impacts of social media on people's
conceptions of gender roles, bodies, and self-worth. This study can add to the conversation
on gender equality, media literacy, and the need for more varied and inclusive portrayals in
online media. It's an essential field of research that can guide us through the nuanced
interactions between gender norms in society and social media.

References:

1. https://www.annualreviews.org/doi/10.1146/annurev-devpsych-051120-010630#_i2
2. https://www.scirp.org/journal/paperinformation.aspx?paperid=111669
3. https://www.scirp.org/%28S%28lz5mqp453edsnp55rrgjct55%29%29/journal/
paperinformation.aspx?paperid=88965
4. https://www.orfonline.org/research/the-rising-fourth-wave-feminist-activism-on-
digital-platforms-in-india/
5. https://pages.nyu.edu/jackson/causes.of.gender.inequality/Readings/Wood%20-
%20Gendered%20Media%20-%2094.pdf
6. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10218532/