Changes in Gender Roles in the Media
Mediatized Gender - Gender Perspectives on Mediatized Societies, September 2011
13 Pages Posted: 28 Sep 2011
Date Written: September 23, 2011
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Before embarking on an analysis of gender roles in the media it is important to make clear what is to be conveyed by the term ‘media’ and what effects the media have on real life in society. Subsequently, media content is categorized: We distinguish between fictional, i.e. fabricated content and non-fictional content – in other words, reality as reflected in a given medium. This lecture deals with the representation of gender roles in advertising (Zurstiege 1998, Eck et al. 2005) and in a representative television series (Kurdna 2001 analysed “Ally McBeal) as well as the way the media characterize men and women in politics and business (“Spitzenfrauen im Fokus der Medien,” Free University of Berlin and Leuphana University Lüneburg 2010).
It is beyond doubt that changes in the rendering of gender stereotypes do not arise of their own accord. Instruments which could be of practical help in achieving envisaged targets include positive incentives such as journalism prizes for symmetrical gender representation in fictional and non-fictional formats as well as an ‘equality prize’ in advertising.
Keywords: gender roles, changes, media
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