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Using Sociological evidence and concepts access the view that the mass media perpetuates stereotypes of gender

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Using Sociological evidence and concepts access the view that the mass media perpetuates stereotypes of gender In this essay I will be writing about the way in which the mass media reinforces the idea of stereotypes of gender. The mass media has existed for many hundreds of years, and its role is to socialise us into different stereotypes such as Gender and Race. Gender is perhaps the basic category we use for sorting human beings. Essential ideas that we get about our own identity's come from someone else's perception of how a female/male should act/look. There are two very different ideas about how females and males should act. Males are looked upon as dominant and emotionless whereas woman are considered to be very emotional and are not dominant, they are the victims of the male dominance. Not only does the mass media integrate these ideas into society but other forms such as parents etc suggests that their children should conform to these roles. The number of woman feminists has seriously increased. This is from either liberal, socialist or even radical feminists. However the radical feminists have been the major group trying to change woman's fortunes. They believe that the media is patriarchal (perpetuates male power and privilege). ...read more.


Also women were more likely than men to appear attractive, be blonde or corresponded to the "ideal" of a slim model. The results fit into what social feminists consider. They believe that the reason stereotypical representation of women is partly a product of the drive for profits. They believe that if woman look beautiful than the owners of the mass media will generate higher profits and will in turn benefit. One example that social feminists have come up with is the idea that the media depicting them in domestic roles. This may lead employers to believe that females should not be paid as much as males. Another concept which generates profit for members of the mass media is the beauty myth. This helps create a large profit for the diet and cosmetic industry. Another argument suggesting that the mass media still reinforces the idea of how men and woman should appear is the new male stereotype, called the 'new lad'. The main types of habits that these lads had would be that they drink excessively, a liking for soft pornography and also a distinctively hedonistic obsession with hetero sexual promiscuity. The new lad was quick to diminish the rise of feminism and reintroduced some of the traditional sexist qualities of the old industrial men. ...read more.


If a women were to see a picture of a "thin" female in a bikini then she may feel offended that a lady has been put in this position. However in various different women magazines there are men which have lots of muscles and could be considered to be in a perfect imagery state and are also half naked. Again men don't ever express their annoyance at this. Today sexism is vary rare and woman are continuing to let their recent rise continue. Women are now achieving higher test results than men and are getting the jobs which are predominately male orientated. It may be that nowadays the media offers preferential treatment towards girls and is possibly slightly harsher on males. However the ways in which males and females take account of the media is very different. Woman see pictures in magazines etc and think that they must take the time and effort to reach the way that these woman look. However it is ever so hard to look like celebrities do etc without the make up artists and hair cutters that these celebrities have. In comparison men see the images of other "perfect" males and don't feel under pressure to look like them. In conclusion the evidence points towards the fact that the media still influences gender representation, but have a less significant role in putting these to both men and woman. ?? ?? ?? ?? ...read more.

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