Gender Stereotypes In The

Media and Print Media

By Mustafa Naveed #1917218

“Advertising is always with us,
no matter where we are or who is with
us. Although, we are aware of the
constant bombarding by advertisers
everywhere we go, we hardly recognize
the influence that advertising has on us .
Thereby, advertising has a great
influence on us as individuals and on the
society as a whole. With help of the
media, we make sense of our cultural
What is Gender and What is Sex?
"Sex" refers to the biological and physiological
characteristics that define men and women.

"Gender" refers to the socially constructed

roles, behaviours, activities, and attributes that a
given society considers appropriate for men and
women.
 Gender Stereotypes
• Gender stereotyping is defined as over generalization of
characteristics, differences and attributes of a certain
group based on their gender.
• a stereotype involves the reduction of persons to a set of
exaggerated, usually negative, character traits and
stressed that stereotyping reduces, naturalizes, and fixes
differences
• Gender stereotypes creates a widely accepted judgment or
bias about certain characteristics or traits that apply to
each gender.
• When gender inequality happens in the along with gender
stereotyping, this is called sexism.

4
Examples of Gender Stereotypes
Are Portrayed in the Media

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 Representation of Men
'Masculinity' is a concept that is made up of more
rigid stereotypes than femininity. Representations
of men across all media tend to focus on the
following:
• Strength - physical and intellectual
• Power
• Sexual attractiveness (which may be based on
the above)
• Physique
• Independence (of thought, action, finances)
 Representation of Men
• Male characters are often represented as isolated, as
not needing to rely on others (the lone hero). If they
submit to being part of a family, it is often part of the
resolution of a narrative, rather than an integral factor
in the initial balance.

• It is interesting to note that the male physique is

becoming more important a part of representations of
masculinity.
Male Stereotypes in Print Media

 Males have dominated sports

related advertisements
 Images that society has placed
upon this gender and its
characteristics.
 Powerful working image of
men in advertising.
 These ideas implemented by the
advertisements can affect how
males are perceived in our culture.
 Representation of Women
Representations of women across all media tend to
highlight the following:
• beauty
• size/physique
• sexuality (as expressed by the above)
• emotional (as opposed to intellectual) dealings
• relationships (as opposed to independent /
freedom)
 Representation of Women
• Women are often represented as just a part of a
group and never the main character of the story. In
drama, they tend to take the role of helper, passive
roles rather than active.

• A final theme in mediated representations of

relationships between women and men is
representation of women as subject to men’s sexual
desires. The irony of this representation is that the
very qualities women are encouraged to develop
(beauty, sexiness, passivity, and powerlessness) in
order to meet cultural ideals of femininity contribute
to their victimization.
 Female Stereotypes in Print Media
 Have taken a traditional home
role in advertisements
 Shown using products that relate to
these functions and tasks.
 Depicted as having very fit bodies
 Rates as
more attractive and thus
more eye catching.
 More likely to wear revealing clothing than
their males.
 Gender in Media
• Each gender stereotyping component may lead to
negative consequences, such as body dissatisfaction,
reduced self-confidence and confinement of
professional opportunities
• Men and Women are constantly being sexualized
on different forms of media.
• Objectification of men and women and at times
assuming unrealistic standards are normal.
• Knowledge about gender in communication because we
are surrounded by media. (giving blue and pink clothes)
• Gaining understanding, knowledge, and having our eyes
open to what media is exposing us to will help us be
able to dismiss and make our own decisions and
choices regarding gender.
Conclusion
 Male character- represented by ads and
society, responsible for titles they maintain
 Female character – represented by physical
beauty projected to possess.
 Society has implied roles
and associates
certain behaviors with certain genders.
 Gender characterizations and generalizations in
advertising continues to deepen the
stereotypes derived by society