Many writers, psychologists, filmmakers, and advertisers etcetera have used the concept that both men and women are unalike based on the defined norms of society and culture (Ashmore & Del Boca 1981). Figure () shows few of the defined gender stereotypes that exist from many decades which still forms the basis of all the media stakeholders working with gender advertisements. The creative people tend to develop stories, generate conflicts, and provide persuasive imagery () to win the hearts and minds of the intended target market.
It is due the above few reasons that the study of the gender representation in the different mediums has tended to emphasize on women because the portrayal of men and their masculinity has still not been regarded as problematic (Lowe 2007) issue. In addition, the roles of males are still viewed as positive, good, admirable and emulative in both society and media. This is not a newly developed concern but in fact the representation and portrayal roles of women has always been a crucial and a key battleground for feminism (Van Zoonen 1994) for more than a century now.
The feminist movement: the background to the study. …show more content…
During the traditional or pre-feminist era (pre-1950 to approximately the early 1960s), femininity was not granted powers in the social arena. Females were positioned in the private circle of being at home (Dominick 1979). On the opposite side, males were mostly placed in the public domain including works that indicated authority. Even though females took steps for seeking their rights in realms of society, education, politics and economics, they always ended up being mocked and ignored completely (Lowe
It is due the above few reasons that the study of the gender representation in the different mediums has tended to emphasize on women because the portrayal of men and their masculinity has still not been regarded as problematic (Lowe 2007) issue. In addition, the roles of males are still viewed as positive, good, admirable and emulative in both society and media. This is not a newly developed concern but in fact the representation and portrayal roles of women has always been a crucial and a key battleground for feminism (Van Zoonen 1994) for more than a century now.
The feminist movement: the background to the study. …show more content…
During the traditional or pre-feminist era (pre-1950 to approximately the early 1960s), femininity was not granted powers in the social arena. Females were positioned in the private circle of being at home (Dominick 1979). On the opposite side, males were mostly placed in the public domain including works that indicated authority. Even though females took steps for seeking their rights in realms of society, education, politics and economics, they always ended up being mocked and ignored completely (Lowe