Essay The Socialization Of Gender And Gender Roles

1913 Words Dec 19th, 2016 8 Pages
The Socialization of Gender and Gender Roles in Print Advertisements
In modern society, it is impossible to escape some shape or form of socialization. Socialization is the process of inheriting and spreading norms, customs, values, and ideologies. (Persell, 1) It occurs naturally throughout stages of human development, with the most influential agents being family, friends, and the mass media. Specifically, advertisements in media have been a major socializing agent that has promoted not only products, but also moods, attitudes, and a feeling of what’s important. The media has been proven to have a significant impact on consumers. (Gender, 2) In 2016 alone, the U.S. will spend over 200 billion dollars on advertising. (Media, 1) The effects of advertising have not gone overlooked; in fact, they have gone through extensive analyses. On average, children are the most profitable target for corporations. During a time where children and teens are trying to find their sense of identity, advertisements sell false concepts of normalcy, success, and sexuality. (Nalkur, outline 7c) When gender roles begin to creep into mainstream consumerism, the socialization of gender roles inevitably follows, leading into a cycle of socialization.
The advertisements used in my investigation came from a variety of recent consumer magazines. I examined magazines on fashion, health, sports, and news. I looked to find eight advertisements in total: four with a lead female…

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