UNIT IV

GENDER AND MEDIA

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

✤ Media can range from newspapers, magazines,
novels, music, videos, films…..

✤ These representations can influence the general

public’s perception of the different genders.

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

✤ Advertisements and pictures in magazines carry
significant messages about cultural norms and
values, but also norms of gendered relations for
both men and women

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

✤ Media representations mostly concern gender
and representations of gender have tended to
perpetuate gender stereotypes.

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

✤ Media is a powerful medium for representing
socially acceptable way of life.

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

✤ Gender is produced and reproduced though
media.

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

✤ Media shows life from other point of view-
creates a world of fascination
romantic/love stories

Advice, tips for marital life successful

How to become good housewives/please

husband

Over emphasise on strength of men and beauty

of women

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

 Representation of gender in Media

Portrayal of & imaginary of gender-questioning how

men and women are represented in media and the
meaning attached to these images

Representation of men & women in media, referring

to questions that stress the disparity in number of
men and women and the role their play

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

 Representation of gender in Media

Men and women are portrayed in stereotypical ways

that reflect and sustain socially endorsed views of
gender

Depictions of relationships between men and

women emphasise traditional roles and normalise
violence against women

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

 Representation of gender in Media
Representations of women across all media tend to
highlight the following
beauty

size/physique

sexuality

emotional

relationships

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

 Shifts in media- images of men

In advertising, men are often portrayed in the following

ways:
alert and conscious of surroundings

standing upright

eyes open and looking around

adventurousness and bodies are controlled

serious and being able to think rationally

bravery and physically active

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

 Portrayal of Feminity

Pretty, deferential and focused on home, family and caring

for others

Femininity idealised as domesticated- A woman’s place is in

the home. Cooking and cleaning in the home is the
responsibility of the female members of the household

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

 Gender stereotypes in commercials

Women are shown rather in the commercials with

cosmetics and domestic products. They are also more
likely portrayed in the home environment, unlike men who
are shown outdoors

If men and women appear in the commercials together,

they are mainly presented as a couple or marriage

Dr. Nisanth.P.M, Assistant Professor, Department of Education, RGU

 Gender stereotypes in commercials

Women are more often presented in commercials,

because they are seen as responsible for making
everyday purchases.

Men generally advertise cars, cigarettes, business

products or investments.

 Gender stereotypes in commercials-

Negative consequences

Women’ bodies and sexuality have become commodities

and the consequences of this are mental and physical
illness, starvation diets and eating disorders

Women self-objectivity in terms of body surveillance by

adopting a form of self-consciousness in which they
h a b i t u a l l y m o n i t o r t h e i r o w n b o d y ’s o u t w a rd
apprearence and spend significant amounts of attention
on how others may perceive their physical appearance
 Gender stereotypes in commercials-
Negative consequences

Unrealistic expectations by men of how women should

look or behave

Psychological disorders such as body dimorphic

disorder, anorexia, bulimia etc

Increase in the likelihood and acceptance of violence

against women
 Gender equality through media

Freedom of speech: giving equal voice and air-time to

women and men, representing both in their multiple roles
in society is intrinsic to freedom of expression and speech.

Good governance: As much as the media has a duty to

save as a watchdog on society, the media itself must lead
by example and practice good governance in its own
operations.
 Gender equality through media

Respecting women;’s and men’s human rights:

The media’s editorial content, through images, language,
portrayal and absence of a diversity of voices and vies
and its workplace should not perpetuate stigma,
discrimination or sexist attitudes against women or men.

Women as consumers:
women make many of the decisions on household
spending. This is yet to be factored in many counties
into what was advertising is designed.
Good practices in media accountability
Good practices in media accountability