Media and Gender

Of the many influences on how we view men and women, media are the most
pervasive and one of the most powerful. All forms of media communicate images of
the sexes, many of which perpetuate stereotypical and limiting perceptions.
Most of the time there is an underrepresentation of women; they are too often cast
in stereotypical roles, men are portrayed as active, adventurous, powerful, sexually
aggressive, whereas women are depicted as sex objects who are usually young,
beautiful, passive and essentially dependant on men. Their primary role in the
society is to make a home and raise children. Some people think that these
stereotypical portrayals depart markedly from reality and medias role was to
reinforce it, whereas others argue that traditional gender roles and power relations
have been deeply interiorized in peoples subconscious through media.
Commercials are the vast source of gender stereotyping, because they are adapted
to the specific, either male or female target. In ads, women are presented more as
product users, most of the time they are at home or in a domestic environment
using products like body care and domestic goods.
In addition, women are more sexualized than men. They wear seductive clothing
and are often more attractive than men in the advertisements. Men generally
advertize cars, cigarettes, business products or investments and are shown
outdoors. This image is conveyed at an early age with commercials related to
childrens toys implying specific schemata for both boys and girls. Little girls are
always playing with dolls and boys are playing with trucks or guns.
Media Images of Women during war: Vehicles of Patriarchys Agenda?
In this article written by Adhis Chetty, the focus is on the way media, in all its forms,
dealt with the image of women during war.
While analyzing the representation of women in media during war, we clearly notice
the tendency to cast women in the portrait of the oppressed and the weak. Media
tends to disempower and silence women in favor of male supremacy. The depiction
of the role of women during the war reflects the overall marginalization of women
despite their meaningful and valuable participation in society.
War has become and still is largely HIStory and not HERstory
When we focus on the information spread during wartime, we can deduce that it is
obviously framed by prevailing hegemonic forces that control information through
the selection of writers and publishing houses as well as the exclusion of specific
writers and publishing houses. All representations involve particular points of view,
values and goals and the snapshots taking during the war are products of deliberate
actions and decisions on the part of the photographer.
Behind every kaleidoscopic media image of the war whether on a poster, a
magazine or a newspaper, there is infact an ideology.
A semiotic analysis of the snapshots is being undertaken, this analysis clearly
embraces an examination of how reality and knowledge are constructed. Hence the
analysis will highlight the discourses inherent in the snapshots.
According to Adhis Chetty, the use of sexist and patriarchal images by media is
meant to reinforce the already existent beliefs and stereotypes concerning the
images of both men and women.
The author comments on a selection of posters where women are represented in
stereotypical ways in their role and position during wars. Some propaganda posters
equate women with children in terms of their need of protection and care. It seems
that the poster was aimed at appealing to men to join the war effort and, in so
doing, give expression to chivalry, invulnerability and bravery; these are features of
a masculinity thats casts men in the role of defenders and protectors of the more
vulnerable female.
Women are rendered agentless and dependent on men unable to respond to a
threat and to protect herself.
Another condescending image of women consists in portraying women as sex
objects, who are obviously attracting men through sex in order to extract
information from them. This clear objectification of women as sexual commodities
conveys the idea that they are manipulative and untrustworthy.
Women are also portrayed as having loose tongues; they tend to gossip and do
not have the capacity to control this innate tendency even when it is related to
loyalty, patriotism and defense of the nation.
To conclude, Adhis Chetty argues that it is clear that the dominant presentation of
women during war tends to disempower women and silence them. Women and
children are always exploited by the media for the perpetuation of hegemonic male
agendas. They are positioned beyond the margins in an invisible sound- proof
space

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Of the many influences on how we view men and women, media are the most

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