Introduction
It is amazing to note that some people spend more time feeding on media content than doing an assignment, exercising or even sleeping. While this may be a leisure activity for some people, the impact of media cannot be underestimated today (Bennett 2005, p. 12). This assessment essay focuses on the issue of gender representation in media, with regard to image, roles and stereotypes.
Media representation
What is media representation? According to media theorists, representation refers to any model in any medium that defines a real aspect, say, people, events, objects, places and cultural identities among countless abstract concepts. Such representation may be written, spoken or expressed in moving pictures.
In defining media representation, the end products are also considered through the construction of one’s identity. For instance, an issue like “gaze” may consider how women look at images of women, men at women or even women at men (Bennett 2005, p. 12).
An important point to note is that all texts are always constructed irrespective of how realistic they may appear. They do not represent mere recordings or reproduction of pre-existing circumstances that are real (Briggs & Cobley 2002, p. 10).
Additionally, representations may become familiar and natural when they are used constantly. As a result, such denotations may become acceptable by the general public because of their recurring nature. Although it is never taken with a lot of emphasis, there is always need to interpret representations in order to appreciate the intended meaning.
Due to this assumption, most people end up making modality judgments towards various representations through the media. Above all, representation is unavoidable; it always exits even when we have no idea about its existence. As a result, its impact in human life is inevitable.
Gender and media representation
Gender is arguably the basic element of identification commonly used to categorize human beings as men or women. Nevertheless, the concept of gender is also sensitive and of immense significance in discussing media representation (Laughey 2009, p. 10).
Based on this element, each group identifies its members through similarities that are either inherent or borrowed from the surrounding in order to find a suitable and definitive description. In other words, human beings tend to obey the acceptable definition of man or woman by identifying themselves with certain elements.
In the understanding of media representation, it is worth noting that there are several objects, which are usually represented even though they may not necessarily be human (Dines & Humez 2010, p. 3). This representation usually aims at giving that item feminine or masculine characteristics.
From a simple understanding, masculinity is associated with hard, tough and sweaty issues while feminine objects appear fragrant, fragile and soft. Common objects represented with either a masculine or feminine-touch include but not limited to, smart phones, running shoes, bottled beer, an airline and a sports car.
Representation of role models
As mentioned above, media plays a significant role in shaping our lives and understanding of what it means to be a man or woman. No one can deny that role models do have impact on millions of people consuming media content (Andrews & Jackson 2001, p. 20).
Role models are supposed to influence the society positively. Is this how they are represented? Whether in a commercial advert or any representation, prominent people are usually used to define men and women in a different way. It is however important to ask how these role models represent variation of men and women.
In other words, representation of men and women through the media may not necessarily reflect the identity of an entire generation or society (Bennett 2005, p. 5). In fact, some theorists argue that gender representation is undoubtedly based on stereotypes among various people.
At this point, it is imperative to affirm that stereotypic representation of men and women using role models usually exerts negative effects on the society. For example, people tend to identify themselves with particular personalities by emulating their lifestyle in terms of dress code, dietary or even the way of talking (Bucy 2002, p. 20).
Media stereotyping
Does media represent the true image of men and women? Stereotyping is not a new term in the media industry especially with regard to how men and women are represented. In fact, stereotyping in media cannot be avoided and it is a common phenomenon in news, advertising and entertainment industries (Carrington 2010, p. 138).
What is not known to many people is the fact that media stereotypes act as hints or codes, which help viewers, listeners or readers to figure out an individual or group of people, with regard to social class, occupation or ethnicity among other aspect of identity.
Notably, media stereotypes have a wide range of negative effects. For example, the manner in which men and women are represented may reduce their inherent differences into classes of people defined by simple traits (Giddings & Lister 2011, p. 10).
Similarly, stereotypes affect the manner in which people perceive life. They change perceptions into realities, such that people may begin to actualize the image represented by the media. In some cases, media stereotypes are used to erroneously justify some positions, say, for leaders in power.
This can be misleading to the public, as they may adopt a misguided meaning of leadership and power (Carrington 2010, p. 138). It has to be mentioned that groups of people who are prone to being stereotyped usually have minimum or no influence in determining their representation. Based, on this argument, media stereotypes have a significant impact on the society.
Women and men representation in media
Under normal circumstance, one would expect the media to represent men and women positively. Is this the case? No! From TV shows to fashion magazines on the streets, women have always been represented negatively. Think of advertising agents and women. Almost every advert, whether for cars or food, carries the image of a woman (Cashmore 2006, p. 98).
Popular female personalities appear to have peculiar features like extreme thinness, bleached skins and always becoming younger in spite of their advanced age. It is very common to find media adverts or articles influencing women to adopt certain beauty standards perceived to be more appealing and acceptable than their natural outlook even though some of the conditions may be unattainable (Hills & Kennedy 2009, p. 13).
It is viewed that economics of beauty play a major role. By insisting on an ideal figure, body size and skin color, cosmetic and diet industries enhance continuity of their business as they have a ready market (Livingstone 2002, p. 77).
Importantly, insecure women are more prone to acquiring these products as compared to those who are comfortable with their body images. In order to achieve these extreme and unattainable standards, most women resort to unhealthy eating habits like induced vomiting, skipping meals or even opting for diet aids (Creeber & Martin 2009, p. 5).
Magazines, movies and television emphasize the need for ladies to have a thin body, associating it with wealth, prosperity, love and a happy life. Besides body image, media represents women as sex objects. TV, movies and magazines carry ads which imply that a woman’s body is supposed to be sexually active and attractive.
In terms of professionalism, women are underrepresented. Mainstream media concentrates on having men as main news presenters while women are allowed to report on minor issues like domestic violence and accidents (Cashmore 2006, p.188).
Are men exempted from negative representation? The truth is that men are differently represented in the media. In most cases, men are seen to be in control of others, aggressive, physically appealing and financially stable (Dworkin & Heywood 2003, p. 65).
This representation has far-reaching implications on the society, as boys and men assimilate what that they consume from the media into their daily lives. They therefore tend to be in control of every situation in life and may resort to aggression in cases where they find resistance, emulating how male characters carry themselves in media (Wenner 1998, p. 27).
Male stereotypes in media are grouped into five classes as follows. The joker presents men as people who lack seriousness, while the jock fights in life and finds approval in the eyes of men. On the other hand, the strong silent type portrays a decisive man who is always in control (Rowe 2011, p. 20).
The big shot denotes a professionally, socially and economically stable man, in possession of societal dreams like wealth and power. Lastly, the action hero man is angry and violent. All these representations affect the manner in which the society perceives men, how men define their position in the society and how boys define masculinity (Whannel 2001, p. 1).
As a major marketing tool, advertising ought to communicate the intended message in the most appropriate manner. As a result, men and women can be used in wooing customers in the business world, in a positive way. However, researchers affirm that most ads designed for men are common during sports shows.
Accordingly, women are rarely featured, with stereotypes taking center stage among a few that are considered. In extreme cases, women are represented as gifts given to men who have the capability of choosing the best products on the market (Wenner 1998, p. 27).
With regard to beer commercials, most ads carry slim and white men, who attract women. Additionally, adverts present men as powerful and masculine. They therefore dominate, while women are stereotypically portrayed as slender and on special diet. This approach has negative impact on the society through emulation of certain traits by people who feed on media content.
Conclusion
From this assessment, it is clear that media plays an immense role in shaping human life, through information. Nevertheless, representation of gender in media is a debatable issue that continues to affect the society today.
There is no doubt that some of the vices observed like scanty dressing, poor eating disorders and violence are directly or indirectly propagated by the media through stereotyping; both men and women are victims.
Reference List
Andrews, D & Jackson, S 2001, Sport Stars: The Cultural Politics of Sporting Celebrity, Routledge, London.
Bennett, A 2005, Culture and Everyday Life, SAGE, London.
Briggs, A & Cobley, P 2002, The Media: An Introduction, Longman, Harlow.
Bucy, E 2002, Living in the Information Age: A New Media Reader, Wadsworth New York.
Carrington, B 2010, Race, Sport and Politics, Sage, London.
Cashmore, E 2006, Celebrity/Culture, Routledge, London.
Creeber, G & Martin, R 2009, Digital Cultures: Understanding New Media, Open University Press, Michigan.
Dines, G & Humez, R 2010, Gender Race and Class in the Media, Routledge, London.
Dworkin, S & Heywood, L 2003, Built to win: The female athlete as cultural icon, University of Minnesota Press, Minneapolis.
Giddings, S & Lister, M 2011, The New Media and Techno-cultures Reader, Routledge, London.
Hills, L & Kennedy, E 2009, Sport, Media and Society, Berg, Oxford.
Laughey, D 2009, Media Studies: Theories and approaches, Oldcastle Books, Harpenden.
Livingstone, S 2002, Young People and New Media, Sage, London.
Rowe, D 1998, Global Media Sport: Flows, Forms and Futures, Bloomsbury, London.
Wenner, L 1998, Media Sport, Routledge, New York.
Whannel, G 2001, Media Sport Stars: Masculinities and Moralities, Routledge, London.