Both are unrealistic products of an imaginative male mind. Moreover, Sanjay Newton insists that male view and male ideology dominates in mass media, including Disney films, while the objectification of women is a norm Newton, 2007. Essential elements of our own identity, and the identities we assume other people to have, come from concepts of gender - what does it mean to be a boy or a girl? Male and female journalists tend to think about their work in largely similar terms. In other words, the sexist traditional media educate s sexist citizens who spread their sexist perceptions through social media. In order to advocate against the objectification of women in the media, some programmes are implementing projects on this issue.
These feminists typically perceive gender as a social construct which is not only reflected in artistic work but perpetuated by it. Femininity is culturally and socially constructed by the family, education, the public, and to a larger extent, the media. They used social capital — relationships and social networks — as a key element. Is it a positive or negative representation? Change in the gender policy of traditional media and its compliance with international norms remain to be the most effective way for breaking this vicious circle. The inadequate male lacks many characteristics of the masculine male.
However, films directed by women had much higher rate of female characters, up to 44. Radio is an important medium for shaping social values. For example, Lara Croft of Tomb Raider is an adventurous woman who engages in over-the-top stunts and action. Eating disorders are presumed to mainly affect teenage girls, but they are starting to become more common in middle aged women. The modern female is one who is dressed in a more neutral fashion, such as jeans or pants, and does not have a noticeably tiny waistline. It calls for an in-depth study of the public image of women generated by the media, including advertising.
It was claimed that she had been told to be careful about her wrinkles and to consider and dyeing her hair. As a result, today advertising is effectively used to shape the views of the audience; and gender-related stereotypes of this or that advertising can be used to define gender roles in the society. As such, the susceptible mind of a child becomes a machine that spits out whatever information anyone, or anything puts in it. Community radio can provide women with a voice and the possibility of participation. They promote an unbalanced vision of the roles of women and men in society. This came alongside the general push for more participatory approaches to development and greater representation of voices from the South. However, the attempts to break down the stereotypes threaten to reject the message; they affect security and well-established knowledge about the world.
It proves the fact that gender roles represented in media of the 20-th century were not equal. Nowadays the differences between male and female roles are smaller, however mass media still perpetuates traditional gender stereotypes. In advertising and magazines, women are usually portrayed as young, slim and with beauty that meets the accepted standards. Elliot Aronson, another American psychologist, said that stereotypes are used to attribute the identical features to each member of a certain group without taking the existing differences among the members into consideration 1972. Another important distinction is the face-ism phenomenon in the commercials, which consists in showing the entire figure in case of women and close-up shots in case of men Matthews, J. This progression widens the understanding of the definition of gender, and what gender fluidity is. They suggest that the lack of difference means that newsroom culture will not necessarily change if more female journalists are employed, as the professional culture is maintained by both sexes.
For the last years, there have been outspoken voices calling into question wether our society can actually claim this trait for itself, citing stark discrepancies between the perceived societal self-image of gender equality and the reality of latent sexism many women still encounter on a daily basis Lantagne, 2014. In other words, men were creating media images of men and women they wished to see in reality. The girls were all coloring on the sidewalk, as the one young boy rapped, ending in a short dance routine where it was clear that the only male in the advertisement was the main character. If men and women appear in the commercials together, they are mainly presented as a couple or marriage. As a rule, women are portrayed in a narrow range of characters in mass media. Also, when a man is promoting on an advertisement, they usually speak about the product and do not use it. Women are underrepresented in news coverage, resulting in an unbalanced representation of the world.
This situation is opposite to the traditional scheme, in which a girl is a seductress and a man is a viewer. In this regard, it is possible to refer to the case of women, who were traditionally perceived as sexual objects and were respectively portrayed by media Storey, 2001, 114. In case of social media, not only groups in need of support voice their opinion, and publicize their perceptions freely, but also those people who threaten these groups and spread discriminatory and offensive comments about them. Many researchers and analysts have documented the fact that in these countries women are also poorly represented in media which in turn has had a negative impact on the formation of value system. They are typically characterised as powerful and dominant. The commercial potential of older consumers is becoming more significant an increased 'active ', the generation entering retirement, retirement ages that are raising. When women want to work on bettering their health or when they want to get into shape, they often look to fitness or health magazines.
Advertising for example is perceived 95% subconsciously without us or our brains realizing. These fears are the most serious barrier to a fundamental progress in eliminating gender bias, as they often guide the decisions of people. Yet, words alone are exceptionally powerful as well. Women developed specific aspirations in areas that had been recently covered by the programme segments. It is up to the individual to decide whether or not they are going to fill them. From media representations, feminists paved the way for debates and discussions about gender within the social and political spheres. To stereotype is to judge someone's character on some sort of superficial appearance.
It is also important for communication initiatives to build on tradition and culture, not only because this can resonate better with communities, but because it can help to mute opposition from conservative segments of society. Not only should women be represented in top management and have major impact on the decision-making process, but they should also undergo professional training. This still leaves the question, do people have power over the media, or does the media have power over the people? Studies show that typical female roles fall into cultural stereotypes of women and are often sexualized with minimal clothing and sexualized roles. Such portrayals can influence perceptions in terms of what society may expect from men and women, but also what they may expect from themselves. They report on current events, provide frameworks for interpretation, mobilise citizens with regard to various issues, reproduce predominant culture and society, and entertain Llanos and Nina, 2011. Traditionally, media had a considerable impact on the society and socialization of individuals.