In This Activity You Will Examine How The Media Constructs G

In This Activity You Will Examine How The Media Constructs Gender Nor

In this activity, you will examine how the media constructs gender norms. Pick from one of the following forms of media: magazines (such as American Girl and Scout Life), television advertisements, a film, or social media. Analyze the gendered images and messages created about what it means to be a man or woman in society. Consider what messages are conveyed about societal roles for boys, men, girls, and women. Evaluate whether the images and messages maintain the gender binary, challenge it, or redefine it. Examine how people “doing gender” is represented in this media form. Respond to at least one of your classmates’ posts regarding these observations.

Paper For Above instruction

The media plays a significant role in shaping societal perceptions of gender roles and norms, often reinforcing or challenging traditional gender binaries. Analyzing a specific media form, such as television advertisements, reveals how these messages are constructed and disseminated to diverse audiences. For this analysis, I will focus on television advertisements, which are pervasive and powerful in influencing societal attitudes towards gender.

Television advertisements frequently depict gendered images that communicate normative expectations about what it means to be a man or a woman. These messages are often subtle but insistent, shaping perceptions from a young age. For instance, advertisements for household cleaning products or laundry detergents predominantly feature women, implying that domestic chores are primarily a woman's responsibility. Such depictions reinforce traditional gender roles: women as caregivers and homemakers. Conversely, ads for automobiles, power tools, or financial services tend to feature men, positioning them as providers, decision-makers, and physically strong individuals. These patterns serve to uphold the gender binary by associating specific traits and behaviors with either men or women.

However, some advertisements challenge or redefine these binary roles. For example, recent campaigns have included men in caregiving roles, such as diaper promotions, or women in leadership positions within professional contexts. Such representations question the stereotypical association of gender with specific qualities—asserting that nurturing or authority are not gender-exclusive traits. By doing so, these ads contribute to a gradual shift in societal perceptions, pushing against rigid gender norms and embracing a more fluid understanding of gender identity.

The concept of “doing gender,” introduced by West and Zimmerman (1987), refers to the ongoing performance of behaviors aligned with societal gender expectations. In television ads, this performativity is evident in how individuals behave, dress, and interact to appear consistent with their gender roles. For example, a man shown fixing a car is performing traditional masculinity through actions associated with strength and technical skill. Meanwhile, a woman engaging in family caregiving tasks performs femininity through nurturing and domestic behaviors. The repeated portrayal of these roles in advertising reinforces the idea that such behaviors are natural and expected for each gender, thus perpetuating gender stereotypes.

Moreover, social media has amplified both traditional and progressive messages about gender. Influencers and users generate content that either conforms to stereotypical gender norms or challenges them. For instance, TikTok videos showcasing men engaging in dance or cooking break away from traditional masculinity, while others promote gender-specific fashion and beauty standards. Social media's decentralization allows for a broader array of gender expressions, facilitating visibility for non-binary and gender-nonconforming individuals, which is a departure from conventional binary representations.

Responding to perceptions of gender in media, individuals participate in “doing gender” by reenacting and performing these roles, consciously or subconsciously. For example, consumers may choose products aligned with societal expectations or emulate behaviors seen in advertisements. This performative aspect maintains societal norms but also opens avenues for resistance and change as more diverse representations emerge.

In conclusion, television advertisements—and media at large—both reproduce and challenge traditional gender norms. While many ads reinforce the gender binary through stereotypical portrayals, an increasing number incorporate messages that challenge the traditional roles, thereby redefining what it means to be a man or woman in society. Media's role in shaping gender perceptions underscores the importance of critically engaging with these images, recognizing their influence on individual and collective identities, and supporting diverse expressions of gender.

References

• Connell, R. W. (2005). Gender and Power: Society, the Person, and Sexual Politics. Stanford University Press.
• West, C., & Zimmerman, D. H. (1987). Doing gender. Gender & Society, 1(2), 125-151.
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