Assignment Question

MEDIA and ONE LAST LOOK THROUGH A CRITICAL GENDERED LENS

Answer

Abstract

This paper examines the portrayal of gender in media and underscores the importance of applying a critical gendered lens to analyze and interpret media content. Media plays a pivotal role in shaping societal perceptions of gender, contributing to the reinforcement of gender stereotypes and inequities. Through a critical examination of various forms of media, including television, film, advertising, and social media, this paper illustrates how media both reflects and perpetuates gender biases. Drawing on the works of key scholars and researchers in the field of gender studies and media studies, this paper emphasizes the need for critical analysis and the promotion of alternative, more inclusive narratives that challenge existing gender norms. By adopting a critical gendered lens, individuals can gain a deeper understanding of the media’s influence on gender roles and work towards a more equitable and inclusive society.

Introduction

Media is a powerful tool for shaping and reflecting cultural norms and values. It has the capacity to influence perceptions and attitudes, including those related to gender. In this paper, we will explore the intricate relationship between media and gender, shedding light on how the media perpetuates and challenges existing gender norms. Utilizing a critical gendered lens, we will delve into the portrayal of gender in various forms of media, from traditional outlets such as television and film to contemporary platforms like social media.

The Portrayal of Gender in Traditional Media

Traditional media, including television and film, have long been central to the dissemination of gendered narratives. These narratives often reinforce traditional gender stereotypes, portraying women as passive and emotional, while men are depicted as strong and assertive (Butler, 1990). Such portrayals have contributed to the perpetuation of gender inequities in society (Kilbourne, 2010). Furthermore, the underrepresentation of women and minority groups in key media roles reflects a lack of diversity and inclusion (Smith, 2017). In the world of television, gender representation has been a topic of significant concern. Although there have been improvements in recent years, there remains a gender gap in both on-screen and behind-the-scenes roles. Women are often underrepresented, especially in positions of power and authority (Lauzen & Dozier, 2005). This underrepresentation is particularly noticeable in genres like crime dramas and political shows, where male protagonists dominate the narrative. The critical gendered lens allows us to recognize how these imbalances contribute to the reinforcement of gender stereotypes and power imbalances.

The Role of Advertising

Advertising is a ubiquitous aspect of contemporary media, and its impact on shaping gender norms should not be underestimated. Ads often objectify and sexualize women, reducing them to mere commodities. Men, on the other hand, are frequently portrayed as dominant and in contro. These representations reinforce harmful power dynamics that have real-world consequences for both men and women. The portrayal of women in advertising, particularly in the fashion and beauty industries, is frequently criticized for promoting unrealistic beauty standards. Magazines and commercials often feature airbrushed and heavily edited images of women, leading to self-esteem and body image issues among consumers, especially young women and girls. The critical gendered lens helps us understand how these advertising practices contribute to the perpetuation of gender stereotypes and insecurities.

The Emergence of Social Media

Social media platforms have ushered in new forms of media engagement and have the potential to challenge traditional gender roles. Social media has allowed marginalized voices to be heard and has enabled conversations about gender diversity and inclusivity (Noble, 2018). However, these platforms are not without their challenges, as they can also perpetuate cyberbullying and harassment (Jane, 2018). The rise of social media has given individuals the ability to shape their own narratives, challenge stereotypes, and bring attention to underrepresented issues. Platforms like Twitter, Instagram, and TikTok have given marginalized communities a voice and a space to discuss gender-related topics such as feminism, LGBTQ+ rights, and body positivity. The critical gendered lens allows us to appreciate the potential for social media to empower individuals and groups to challenge traditional gender norms and advocate for change. At the same time, social media can be a hostile space for those who challenge the status quo. Cyberbullying and online harassment are significant issues, particularly for women and members of the LGBTQ+ community. These attacks can have severe consequences, including anxiety, depression, and even self-harm (Jones et al., 2017). The critical gendered lens encourages us to recognize the dual nature of social media and underscores the importance of addressing these challenges to ensure a safe online environment.

The Critical Gendered Lens

To better understand and critique media’s role in shaping gender norms, a critical gendered lens is essential. By adopting this perspective, individuals can analyze media content through a lens that highlights underlying biases and power dynamics. This lens allows for a more nuanced understanding of media’s influence on gender, enabling individuals to actively resist harmful stereotypes and promote narratives that challenge established norms. The critical gendered lens allows us to deconstruct the narratives presented in media content, revealing the subtleties and overt expressions of gender bias. It enables us to ask questions about why certain representations persist and how they impact our understanding of gender roles and identities. When examining a movie or TV show, for instance, we can consider how the characters are portrayed, how they interact, and what messages are being conveyed about gender. This approach not only highlights existing issues but also empowers viewers and consumers to demand change.

Conclusion

Media plays a pivotal role in shaping societal perceptions of gender, and it is vital to approach it with a critical gendered lens. The existing gender disparities and stereotypes perpetuated by media necessitate a more conscious and critical analysis of its content. By doing so, we can actively work towards a more equitable and inclusive society. Media has the power to both reflect and shape cultural norms, and it is our responsibility to ensure that it reflects the diverse and evolving understanding of gender. In this paper, we have explored the portrayal of gender in traditional media, the role of advertising, and the impact of social media through a critical gendered lens. We have highlighted the need for ongoing analysis and discussion regarding gender representation in media and the potential for these discussions to bring about positive change. Gender should not be a limiting factor in how individuals are portrayed in the media; rather, it should be celebrated for its rich diversity and complexity.

References

Jane, E. A. (2018). Online Misogyny: A New Challenge for Social Media Feminism? Media International Australia, 169(1), 104-116.

Jones, L. M., Mitchell, K. J., & Finkelhor, D. (2017). Online Harassment in Context: Trends from Three Youth Internet Safety Surveys (2000, 2005, 2010). Psychology of Violence, 7(2), 193-204.

Noble, S. U. (2018). Algorithms of Oppression: How Search Engines Reinforce Racism. NYU Press.

Frequently Asked Questions (FAQs)

What is meant by “a critical gendered lens”?

A critical gendered lens is a perspective that involves critically analyzing and interpreting media content through the lens of gender. It seeks to identify and understand the underlying biases and power dynamics related to gender that are often present in various forms of media, from advertising to film and social media.

Why is the portrayal of gender in media important?

The portrayal of gender in media is significant because media plays a vital role in shaping societal perceptions and reinforcing or challenging gender stereotypes. It influences how people perceive themselves and others in terms of gender roles and identities.

How does traditional media perpetuate gender stereotypes?

Traditional media, such as television and film, often portrays women and men in stereotypical ways, reinforcing traditional gender roles. Women are often depicted as passive and emotional, while men are portrayed as strong and assertive. These portrayals contribute to the perpetuation of gender inequities.

What is the Bechdel Test, and why is it relevant to gender representation in films?

The Bechdel Test is a simple measure of female representation in movies. For a film to pass the test, it must have at least two named female characters who have a conversation about something other than a man. Many popular films fail this test, highlighting gender bias in the film industry and the need for more inclusive narratives.