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Essay / Research Paper Abstract
This 9 page paper provides an overview of the role that the mass media plays in developing male and female gender identities. This paper considers the impacts of mass media messages as well as the approaches used in marketing. Bibliography lists 5 sources.
Page Count:
9 pages (~225 words per page)
File: MH11_MHmamegen.doc
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Unformatted sample text from the term paper:
approach to advertising has not only impacted how girls and women perceive their physical inadequacies, but also how girls and women feel about their capacity for decision-making and their emotional
self-esteem. Authors including James Twitchell, in What We are to Advertisers, and Gloria Steinem, in Sex, Lies and Adverting, relate the belief that while advertisers bolster mens confidence and
assertiveness through product messaging, the same advertisers use methods to diminish female self-confidence as a means of directing their consumer dollars. Background In understanding the impacts of mass
media advertisers on the images of men and women, it is important to recognize that gender concepts are not completely biologically defined; that gender roles are a construct of our
social culture. It has been maintained that "Gender is not a thing that one possesses, but a set of activities that one does... Women and men are distinct social groups,
constituted in concrete, historically changing--and generally unequal--social relationships" (Kimmel 106). American society has always been a patriarchy where the "strong" men
have dominated all aspects, while the women have considerably lesser role, bordering upon subservience. This inequality is based upon the perception that they are the "weaker" gender. Feminist
theory was developed in an attempt to break through established conventions and depict society, as it actually is, not as the gendered stereotypes of the patriarchy present it to be.
While feminist activists have directed messages that challenge the stereotyping of gender roles, the mass media continues to maintain a separation in how men and women are perceived and
how their consumer dollars are directed. Examples of Gender Inequities Within the scope of the type of society in which gender stereotyping is common, the mass media has created
...