Gender stereotyping in media portrayals

Gender stereotyping is a pernicious and pervasive practice. The media reinforces already existing gender norms, thereby perpetuating structural inequalities and gender inequity. However, the media can also be instrumental in transforming gender norms by combatting stereotypes and depicting gender in unconventional ways. Gender stereotypes can confirm unconscious biases and beliefs about the role and status of men and women. Likewise, the portrayals of gender in the media reinforce behavioral norms. Research shows that “constant exposure to the same dated concepts in the media” can lead to adverse effects that can “last a lifetime,” (Knorr, 2017, p. 1). Therefore, it is critical to become active, engaged consumers of media and to increase media literacy throughout the society.
Gender portrayals in the media will differ according to media type, such as news media versus advertisements, or children’s programming versus programming for adults. Similarly, gender stereotypes vary from culture to culture. Although gender stereotypes are always culturally embedded, the universality of patriarchal norms and institutions leads to some surprising similarities across cultures in terms of media depictions of gender.
For instance, one of the methods used in the media to portray gender is through stereotypical physical appearances of characters. For example, female characters in children’s media will have features like long hair, whereas male characters will have large muscles (Knorr, 2017). Whereas big muscles immediately connote strength and power, long hair invokes the time and attention spent on personal grooming and appearances. As Wood (1994) points out, stereotypical females in the media “devote their primary energies to improving their appearances and taking care of homes and people,” (Wood, 1994, p. 32).
Different types of media capitalize on different gender roles, to promote consumer behaviors that reflect gendered patterns of spending. Advertising on television is another media form that portrays women as being homeward bound, focused on house cleaning, beauty, and child care as opposed to being interested in driving large trucks, drinking beer, or playing sports. It is not that any of these behaviors are inherently bad or problematic, but that they are not necessarily gendered behaviors.
The media can often make such behaviors, appearances, and roles seem inevitable. Only when consumers start to change their own concepts of gender and identity will advertisers follow suit, although socially conscious companies take a more active role and assume responsibility for using their advertisements to actually change the way men see themselves (Exon & Arrow, 2015). Deviations from normative gender stereotypes with regards to appearance, lifestyle, or occupation can lead to uncomfortable consequences for characters on television shows, which in turn discourages deviations from gender norms in real life. Thus, stereotypical portrayals of masculinity and femininity in the media are ultimately harmful and perpetuate patriarchal values and institutions.
Contrary to popular belief, it is not just the portrayal of women in the media that can become problematic. Depictions of masculinity and male stereotypes is in many ways more harmful, given that the media may imply that men need to display aggression and violence in order to maintain power, privilege, and respect: in order to be known as “real men.” In some media, men are depicted stereotypically as being incompetent, childish buffoons who only like fart jokes, large boobs, and getting drunk with their friends (Waling, 2016). While certainly there are men—and women for that matter—who appreciate and engage in these types of behavior, they are not necessarily markers of “real men.” Yet the media inculcates these types of values and norms, leading to real life mirroring. Advertising, film, television, and even new media are all guilty of adverse portrayals of masculinity. Male stereotypes also focus on men’s presumed inability or disinterest in relationship intimacy, kindness, or compassion. Men are shown as caring about sex more than love, and as being uniquely able to weasel their way out of tricky situations via their social capital or sheer luck.
Women, on the other hand, occupy stereotypical roles involving selfless service. When they do pursue or occupy positions of power, female characters in the media tend to be negative role models. These types of depictions discourage viewers from holding positive attitudes towards women who occupy or pursue positions of power, leading to an under-representation of women in real life positions of power such as boardrooms and national legislatures. Increasingly, media are changing these depictions of women, as with the comedy Veep. News media also actively challenges negative views on women occupying prominent positions of power because there are an increasing number of female journalists on the front lines and in anchor roles. Unfortunately, though positions of power and the methods used to gain power are generally shown to be stereotypically and immutably masculine. The result is that pathways to power in society are dictated by masculine gender norms and stereotypes, essentially requiring that all persons—men or women—need to exhibit qualities like ruthlessness or unethical behavior in order to achieve personal goals. In the media, women in positions of power also frequently need to choose between their home lives or children versus having time to pursue their careers whereas male characters rarely struggle with these types of issues. Stereotypical “career women” can be shown as “bad mothers,” but stereotypical “career men” are just expected to neglect their children in order to maintain their position. When male characters in film and television subvert gender norms, their masculinity is called into question. When masculinity itself is called into question, men are also shown to be homophobes who fear being labeled as being gay. Until recently only, male homosexuality was considered incompatible with masculinity. Recent media has helped to reveal that both gender and sexuality are non-binary, requiring the media to show a spectrum of gender and sexual expressions.
Thankfully, there are an increasing number of examples of media smashing outdated and counterproductive gender stereotypes. For example, the character of Katness in The Hunger Games film represents what can be considered an unconventional role for women. Her character avoids common tropes and misconceptions by showcasing her physical prowess as well as her psychological strength; and depicting her strong social and political skills, too (“Representation of Gender,” n.d.). Katness is not subordinate to men, and although she does need to use physical aggression to achieve her goals, she does not need to resort to stereotypical, hegemonic masculinity in order to do so either. A litany of new advertisements are also overtly overhauling how men and women are portrayed in the media, resisting the tendency to show women only as housewives with delicate sensibilities (Exon & Arrow, 2015). Media are also showcasing non-stereotypical views of men and masculinity. For example, shows like Master of None and The Big Bang Theory depict men as nuanced, multidimensional creatures with real human needs, and not just as power-hungry political figures.
The way the media portrays gender roles and norms is steadily changing. It is becoming less socially acceptable to present women in subordinate roles, or to pander to common gender stereotypes. More male characters are multidimensional, too. An increasing number of consumers are starting to demand more from the media, knowledgeable of the power the media has to influence values, norms, and beliefs. Media literacy is on the rise throughout the world, helping to propel change. Women and men are no longer being strictly confined to ridiculous binaries that restrict their agency.
References
Exon, M. & Arrow, M. (2015). Eight ads that shatter tired gender stereotypes. The Guardian. 26 May, 2015. https://www.theguardian.com/media-network/2015/may/26/eight-ads-shatter-gender-stereotypes
Knorr, C. (2017). What media teach kids about gender can have lasting effects, report says. CNN. 29 June, 2017. https://www.cnn.com/2017/06/29/health/gender-stereotypes-media-children-partner/index.html
“Representation of Gender,” (n.d.). BBC. https://www.bbc.com/bitesize/guides/zq6qsg8/revision/1
Waling, A. (2016). We are so pumped full of shit by the media. Men and Masculinities 20(4): 427-452.
Wood, J.T. (1994). Gendered media. https://www.nyu.edu/classes/jackson/causes.of.gender.inequality/Readings/Wood%20-%20Gendered%20Media%20-%2094.pdf