write 2 ways in which women are stereotyped in the society???
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In the initial stage of its history, media were managed exclusively by men. The media images of men and women were tailored to men’s preferences. In other words, men were creating media images of men and women they wished to see in reality.
Media images of women have become a subject of criticism in Feminist Media Studies since 1960s, when Betty Friedan in her book entitled The Feminine Mystique (1963) revealed and criticized the image of an ideal woman in post-war America. Friedan calls this image "the happy housewife heroine."[1] Following her, numerous organizations, feminist groups and journals researched and revealed the discriminatory nature of women’s images in advertisements and films. The troublesome findings of their research were behind the reason of UNESCO’s statement on Mass Media in 1979, namely:
"Taking into consideration that TV programs give information and reflect on gender roles in real life, it must be stated that women’s images are distorted and unrealistic in these programs. All kind of entertainment programs portray women in a dual image. On one hand, they are decorative objects. Yet, at the same time, they are passive individuals in the household and in marriage who are dependent on men for financial, emotional and physical support.”
[2]
Despite the fact that today media increasingly associate femininity with independent and powerful women, qualities informed by sexuality continue to play a dominant role in the shaping of femininity.
Fragmental display of the female body and fragmentation of women’s body in advertisements promote the objectification of women’s bodies. When the TV screen or a commercial poster displays only slender long legs, prominent breasts or thighs, it is difficult to perceive that body holistically and as possessing personality.
In addition, the portrayed female characters are largely influenced by the beauty myth. They have flawless skin, slender stature and embody all components of beauty as perceived in society. As a result of globalization this myth is increasingly generalized across cultures and societies. The standards of beauty as portrayed in media, however, are impossible to achieve, since the models have been transformed into these images through a number of technical means.
One of the reasons of discriminatory images of women in media is the fact that media products, as a rule, are created by men, in men’s tastes and for men. In 2012 The International Women's Media Foundation carried out a study of world news agencies and corporations to determine the status of women in the news media. This first large-scale study illustrated that in all areas of media women were still facing problems in achieving equality.
The survey conducted in 59 countries, revealed that women make up only 33.3 percent of full time employees in 522 organizations that participated in the survey. In almost all countries men occupy higher positions. Interestingly, Uganda and Russia are among the top countries where men and women almost equally appear in leading positions. Unfortunately, this has not changed the images of women in media. Social scientists and their research results illustrate that women’s involvement in media work is not sufficient for bringing about change in how women are portrayed in media. 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. Otherwise, the female journalists and media executives, who have been educated with the media rules of patriarchal system, also often reproduces the sexist images of women.
Media images of women have become a subject of criticism in Feminist Media Studies since 1960s, when Betty Friedan in her book entitled The Feminine Mystique (1963) revealed and criticized the image of an ideal woman in post-war America. Friedan calls this image "the happy housewife heroine."[1] Following her, numerous organizations, feminist groups and journals researched and revealed the discriminatory nature of women’s images in advertisements and films. The troublesome findings of their research were behind the reason of UNESCO’s statement on Mass Media in 1979, namely:
"Taking into consideration that TV programs give information and reflect on gender roles in real life, it must be stated that women’s images are distorted and unrealistic in these programs. All kind of entertainment programs portray women in a dual image. On one hand, they are decorative objects. Yet, at the same time, they are passive individuals in the household and in marriage who are dependent on men for financial, emotional and physical support.”
[2]
Despite the fact that today media increasingly associate femininity with independent and powerful women, qualities informed by sexuality continue to play a dominant role in the shaping of femininity.
Fragmental display of the female body and fragmentation of women’s body in advertisements promote the objectification of women’s bodies. When the TV screen or a commercial poster displays only slender long legs, prominent breasts or thighs, it is difficult to perceive that body holistically and as possessing personality.
In addition, the portrayed female characters are largely influenced by the beauty myth. They have flawless skin, slender stature and embody all components of beauty as perceived in society. As a result of globalization this myth is increasingly generalized across cultures and societies. The standards of beauty as portrayed in media, however, are impossible to achieve, since the models have been transformed into these images through a number of technical means.
One of the reasons of discriminatory images of women in media is the fact that media products, as a rule, are created by men, in men’s tastes and for men. In 2012 The International Women's Media Foundation carried out a study of world news agencies and corporations to determine the status of women in the news media. This first large-scale study illustrated that in all areas of media women were still facing problems in achieving equality.
The survey conducted in 59 countries, revealed that women make up only 33.3 percent of full time employees in 522 organizations that participated in the survey. In almost all countries men occupy higher positions. Interestingly, Uganda and Russia are among the top countries where men and women almost equally appear in leading positions. Unfortunately, this has not changed the images of women in media. Social scientists and their research results illustrate that women’s involvement in media work is not sufficient for bringing about change in how women are portrayed in media. 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. Otherwise, the female journalists and media executives, who have been educated with the media rules of patriarchal system, also often reproduces the sexist images of women.
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Gender roles in society means how we’re expected to act, speak, dress, groom, and conduct ourselves based upon our assigned sex. For example, girls and women are generally expected to dress in typically feminine ways and be polite, accommodating, and nurturing
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women's can better understand the other women's issues...
women's can protect their rights better than man's
women's can protect their rights better than man's
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