Gender and media - GSDRC (2022)

Page contents

  • Introduction
  • Participation and influence of women in the media
  • Media content and portrayal of men and women in the media
  • Participatory community media
  • Changing attitudes and behaviour
  • Further resources


Media play important roles in society. They report on current events, provide frameworks for interpretation, mobilise citizens with regard to various issues, reproduce predominant culture and society, and entertain (Llanos and Nina, 2011). As such, the media can be an important actor in the promotion of gender equality, both within the working environment (in terms of employment and promotion of female staff at all levels) and in the representation of women and men (in terms of fair gender portrayal and the use of neutral and non-gender specific language).

White, A. (2009). ‘Getting the Balance Right: Gender Equality in Journalism’, International Federation of Journalists, Brussels
How can journalists and other actors working in the media contribute to gender equality? This handbook aims to assist people working in the media to assess progress on gender equality, identify challenges, and contribute to debates and policy formulation. It urges those working in the media to do more to confront gender distortions in newsrooms and in unions.
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Participation and influence of women in the media

Studies have found that although the number of women working in the media has been increasing globally, the top positions (producers, executives, chief editors and publishers) are still very male dominated (White, 2009). This disparity is particularly evident in Africa, where cultural impediments to women fulfilling the role of journalist remain (e.g. travelling away from home, evening work and covering issues such as politics and sports which are considered to fall within the masculine domain) (Myers, 2009). The Global Media Monitoring Project (GMMP) reports that throughout the world, female journalists are more likely to be assigned ‘soft’ subjects such as family, lifestyle, fashion and arts. The ‘hard’ news, politics and the economy, is much less likely to be written or covered by women.

The level of participation and influence of women in the media also has implications for media content: female media professionals are more likely to reflect other women’s needs and perspectives than their male colleagues. It is important to acknowledge, however, that not all women working in the media will be gender aware and prone to cover women’s needs and perspectives; and it is not impossible for men to effectively cover gender issues. Recent research from 18 disparate countries shows that male and female journalists’ attitudes do not differ significantly (Hanitzsch & Hanusch, 2012). Nonetheless, the presence of women on the radio, television and in print is more likely to provide positive role models for women and girls, to gain the confidence of women as sources and interviewees, and to attract a female audience.

Byerly, C. M. (2011). ‘Global Report on the Status of Women in the News Media’, International Women’s Media Foundation, Washington DC
What is the condition of gender equality in the global news media? This study presents findings from its analysis of news company behaviour in relation to gender equality in staffing, salaries and policies. It finds that men occupy the vast majority of governance and top management jobs and news-gathering positions in most nations included in the study.
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Myers, M. (2009). ‘Radio, Convergence and Development in Africa: Gender as a Cross-Cutting Issue’ Paper submitted to International Development Research Centre (IDRC) and Carleton University, Roundtable Discussion on a Research Agenda, 10-13 September, Butare, Rwanda
How do gender issues play out in the media? Media professionals are subject to prevailing social, economic and cultural norms. Their views, outlook and output often reflect these norms. This paper highlights the cross-cutting nature of gender issues in media practice, production and consumption. When looking at media producers, the most striking gender issue is that the industry is dominated by men. Gender issues are also prevalent in media content, portrayals of men and women and stereotypes. The paper argues for the consideration of gender issues in all research on radio, convergence and development in Africa.
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Hanitzsch, T., & Hanusch, F. (2012). Does Gender Determine Journalists’ Professional Views? A reassessment based on cross-national evidence. European Journal of Communication, 27(3), 257-277.
This peer-reviewed paper conducted a fairly comprehensive survey of male and female journalists in 18 countries across the world. They found that men’s and women’s opinions and attitudes towards their jobs do not differ significantly by gender. This was tested at the individual, newsroom and national level. Male and female journalists tend to think about their work in largely similar terms. They suggest that the lack of difference means that newsroom culture will not necessarily change if more female journalists are employed, as the professional culture is maintained by both sexes. They do note that the reason for similarities may be that female journalists are forced to adopt male values and are judged by male standards.
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(Video) Gender and Development - Anne Marie Goetz

Media content and portrayal of men and women in the media

Fair gender portrayal in the media should be a professional and ethical aspiration, similar to respect for accuracy, fairness and honesty (White, 2009). Yet, unbalanced gender portrayal is widespread. The Global Media Monitoring Project finds that women are more likely than men to be featured as victims in news stories and to be identified according to family status. Women are also far less likely than men to be featured in the world’s news headlines, and to be relied upon as ‘spokespeople’ or as ‘experts’. Certain categories of women, such as the poor, older women, or those belonging to ethnic minorities, are even less visible.

Stereotypes are also prevalent in every day media. Women are often portrayed solely as homemakers and carers of the family, dependent on men, or as objects of male attention. Stories by female reporters are more likely to challenge stereotypes than those filed by male reporters (Gallagher et al., 2010). As such, there is a link between the participation of women in the media and improvements in the representation of women.

Men are also subjected to stereotyping in the media. They are typically characterised as powerful and dominant. There is little room for alternative visions of masculinity. The media tends to demean men in caring or domestic roles, or those who oppose violence. Such portrayals can influence perceptions in terms of what society may expect from men and women, but also what they may expect from themselves. They promote an unbalanced vision of the roles of women and men in society.

Attention needs to be paid to identifying and addressing these various gender imbalances and gaps in the media. The European Commission (2010) recommends, for example, that there should be a set expectation of gender parity on expert panels on television or radio and the creation of a thematic database of women to be interviewed and used as experts by media professionals. In addition, conscious efforts should be made to portray women and men in non-stereotypical situations.

Gallagher, M. et al. (2010). ‘Who Makes the News? Global Media Monitoring Project 2010′, World Association for Christian Communication, London and Toronto
To what degree is the news media democratic, inclusive and participatory from a gender perspective? This report presents findings of a survey taken on one ‘ordinary’ news day to record the portrayal and representation of women and men in the news media. The results are compared with previous surveys, taken every four years since 1995, to illustrate longitudinal trends. Women are underrepresented in news coverage, resulting in an unbalanced representation of the world.

European Commission. (2010). ‘Opinion on “Breaking Gender Stereotypes in the Media”, Advisory Committee on Equal Opportunities for Women and Men, Social Europe, European Commission, Brussels
This report highlights the gap between the reality of women’s and men’s lives in Europe and how they are portrayed in the media. It proposes measures for the promotion of: balanced and nonstereotyped perspectives; equal opportunities and working conditions in the media sector; and increased participation in and access to expression and decision-making for women in and throughout the media. It calls for an in-depth study of the public image of women generated by the media, including advertising.

Sahu, G. K. & Alam, S. (2013). Media Agenda on Gender Issues: Content Analysis of Two National Dailies. Pragyaan : Journal of Mass Communication 11 (1).
How do different Indian daily English-language national newspapers portray men and women? The analysis notes that neither paper accords much attention to stories of women’s achievements; rather they both tend to cover stories of violence against women. This results in a representation of women as victims, subordinate, and constantly harassed by men. Both papers reported events rather than examining structural causes for violence, nor did they represent viewpoints of activists and organisations working against violence. This contributes to the discourse of framing ‘women’s issues’ as problems.
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Prieler, M., & Centeno, D. (2013). Gender Representation in Philippine Television Advertisements. Sex roles, 69(5-6), 276-288.
How are gender roles and stereotypes used in Philippines television advertisements? 254 adverts from 2010 were analysed for differences in gender representation. The quantitative analysis shows that there is a high prevalence of gender differences and stereotypes, which does not accurately reflect Philippine society, which is considered quite egalitarian. The study finds that adverts had settings in which more males were found in the workplace and more females were found at home; more males were fully dressed and more females were suggestively dressed; voiceovers employed more males than females; and cosmetics and toiletries were associated primarily with female characters. In contrast, the predominance of female primary characters ran counter to trends in previous studies. It concludes that television may actively support the status quo and a patriarchal society, while these representations are clearly damaging for gender equality.
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(Video) Gender Responsive Budgeting - Maja Bosnic

Political representation

Llanos, B. and Nina, J. (2011). ‘Election Coverage from a Gender Perspective: A Media Monitoring Manual’, UN Women
How can the media contribute to gender equality in election campaigning? The media has in many instances become the principal forum where electoral competition is played out. Some studies reveal that the structural and institutional obstacles women face in political competition are compounded by the lower levels of media coverage of women candidates and their proposals. This publication aims to be a useful tool for promoting fair media coverage during election campaigns, generating an informational approach that includes all candidates’ points of view during election campaigns.
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GMMP. (n.d.). ‘Mission Possible: A Gender and Media Advocacy Toolkit’ Global Media Monitoring Project, World Association for Christian Communication, London and Toronto
This GMMP media toolkit is designed to train activists to build gender and media campaigns using the findings of GMMP studies. The toolkit explains how best to work with and through the media to put gender on the news agenda.
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Grizzle, A. (2012). Gender-Sensitive Indicators for Media: Framework of indicators to gauge gender sensitivity in media operations and content. UNESCO.
The aim of the Gender-Sensitive Indicators for Media is to contribute to gender equality and women’s empowerment in and through media of all forms. It provides a set of indicators for fostering gender equality within media organisations, and gendered portrayals in media. It is currently being used in 11 countries, and provides some case studies of self-assessment.
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Participatory community media

Participatory community media initiatives aimed at increasing the involvement of women in the media perceive women as producers and contributors of media content and not solely as ‘consumers’(Pavarala, Malik, and Cheeli, 2006). Such initiatives encourage the involvement of women in technical, decision-making, and agenda-setting activities. They have the potential to develop the capacities of women as sociopolitical actors. They also have the potential to promote a balanced and non-stereotyped portrayal of women in the media and to challenge the status quo. In Fiji, women who took part in a participatory video project presented themselves as active citizens who made significant contributions to their families and communities. These recorded images improved the status of women in the minds of government bureaucrats.

There are limitations to participatory community initiatives, however. If unaccompanied by changes in structural conditions, participation may not be sufficient to foster substantive social change. Baú (2009) explains that the establishment of a women’s radio station (run and managed by women) in Afghanistan faced constraints in that women engaged in self-censorship in order to avoid criticism from local male political and religious leaders.

Pavarala, V., Malik, K. K., and Cheeli, J. R. (2006), ‘Community Media and Women: Transforming Silence into Speech’, Chapter 3.2 in eds. A. Gurumurthy, P. J. Singh, A. Mundkur and M. Swamy, Gender in the Information Society: Emerging Issues, Asia-Pacific Development Information Programme, UNDP and Elsevier, New Delhi, pp. 96-109
To what extent do community media empower women? This study finds that community media initiatives perceive women as producers and contributors of media content and not just as consumers. Community media encourage greater involvement of women in technical, decisionmaking, and agenda-setting activities and have the potential to promote a balanced and nonstereotyped portrayal of women in the media.

How can participatory media support empowerment, dialogue and community building? This study of a participatory video workshop involving rural women in Fiji found that women integrated local norms and practices in their video production. They used social capital – relationships and social networks – as a key element. Women presented themselves as active citizens who made significant contributions to their families and communities. The project highlighted the importance of encouraging multi-ethnic or heterogeneous social networks in Fiji.

Baú. V. (2009). ‘Media and Communication for Gender and Development’, Southern African Gender & Media Diversity Journal, vol.6, pp.170-174, Gender Links, Johannesburg
This paper highlights how media and communication can be an invaluable tool in raising awareness of and challenging gendered power structures. Participatory media allows for diverse voices, including those of women, to engage with channels of media communication to make their priorities and issues heard. This paper provides an overview of the debate around gender and communication and provides case studies showing the impact that media can have on the social construction of gender.
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(Video) GSDRC webinar: Social norms and violence against women and girls

Changing attitudes and behaviour

Communication for Development (C4D)

The approach to Communication for Development (C4D) has evolved over the years. Initially developed after World War II as a tool for diffusion of ideas, communication initiatives primarily involved a one-way transmission of information from the sender to the receiver. This includes largescale media campaigns, social marketing, dissemination of printed materials, and ‘educationentertainment’. Since then, C4D has broadened to incorporate interpersonal communication: faceto- face communication that can either be one-on-one or in small groups. This came alongside the general push for more participatory approaches to development and greater representation of voices from the South. The belief is that while mass media allows for the learning of new ideas, interpersonal networks encourage the shift from knowledge to continued practice.

Communication for development has thus come to be seen as a way to amplify voice, facilitate meaningful participation, and foster social change. The 2006 World Congress on Communication for Development defined C4D as ‘a social process based on dialogue using a broad range of tools and methods. It is also about seeking change at different levels including listening, building trust, sharing knowledge and skills, building policies, debating and learning for sustained and meaningful change’. Such two-way, horizontal approaches to communication include public hearings, debates, deliberations and stakeholder consultations, participatory radio and video, community-based theatre and story-telling, and web forums.

Inagaki, R. (2007). ‘Communicating the Impact of Communication for Development: Recent Trends in Empirical Research’, World Bank, Washington DC
How can the use of communication in international assistance programmes be promoted and improved? This report argues that the communication community needs to: articulate more clearly why communication is essential for meeting the MDGs, demonstrate positive impacts of communication on development initiatives, and conduct more effective evaluations. It aims to contribute to the promotion of communication in development by presenting evidence of positive impacts from a review of recent research in the field. It also discusses weak spots in the evidence and proposes areas of further research.
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Pettit, J., Salazar, J. F. and Dagron, A. G. (2009). ‘Citizens’ Media and Communication’, Development in Practice, vol. 19, no. 4&5, pp. 443-452
Citizens’ media and communication comprise social, cultural and political processes that have the potential to be transformative. These approaches and processes are often not well understood, however, by mainstream development policy and practice, resulting in weak implementation. This introductory article finds that citizens’ media and communication is about more than bringing diverse voices into pluralist politics: it contributes to processes of social and cultural construction, redefining exclusionary norms and power relations. Local participation, ownership and control can allow people to reshape the spaces in which their voices find expression.
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Khosla, V., Mikami, A., Frank, L. B., Popal, I., Debeljak, K., & Shaw, A. (2013). Combating Violence Against Women Through C4D: The ‘Use Your Voice’ Campaign and Its Implications on Audience-Citizens in Papua New Guinea. International Journal of Communication, 7 (18).
How can C4D be used to address gender issues? The Use Your Voice campaign was implemented in PNG in 2011 to promote speaking out against violence and displace the positive cultural association between violence and masculinity. The campaign used radio, television, and mobile phones to reach audiences, and included weekly shows on national radio, public service announcements, a press conference, and talk shows on television. The campaign also hosted a national competition for best community-based initiative to end gender-based violence in PNG. Within PNG, awareness of and concern about VAW is very low. The campaign was moderately successful in raising awareness, but not in changing behavioural patterns, which are deeply socially embedded.
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Communication initiatives aimed at changing attitudes and behaviours

Communication initiatives aimed at changing attitudes and behaviours have increasingly been used in the health sector since the 1970s. Such initiatives – including television and radio shows, theatre, informational sessions and pamphlets – can and have affected social norms related to gender roles, since gender norms are linked to all facets of health behaviour. Initiatives that seek to affect gender norms and inequities as a goal in itself, however, are a relatively new phenomenon.

Community radio is considered to be an effective tool in promoting women’s empowerment and participation in governance structures. Radio is often the primary source of information for women. It is accessible to local communities, transcends literacy barriers and uses local languages. Afghan Women’s Hour, for example, aims to reach a large cross-section of women and offers a forum to discuss gender, social issues and women’s rights. It was found that female listeners demonstrated a pronounced capacity to aspire, defined as the ‘capacity of groups to envision alternatives and aspire to different futures’ (Appadurai, cited in Bhanot et al., 2009, p. 13). Women developed specific aspirations in areas that had been recently covered by the programme segments. Their aspirations, however, were not particularly focused (Bhanot et al., 2009). Challenges with other community radio programme initiatives include women’s general under-representation and in some cases, the negative portrayal of women.

Participatory approaches are considered to be an effective tool in encouraging alternate discourses, norms and practices, and in empowering women. The use of sketches and photography in participatory workshops, for example, has encouraged women who have traditionally been reluctant to engage in public forums to express themselves.

(Video) Children and young people - Laura Camfield

In order for the empowerment of women to have a genuine impact, opportunity structures also need to be addressed, such as conservative and male opinion. Afghan Women’s Hour has a large male audience (research by BBC Media Action found that 39% of listeners were men), which provides a way to challenge male views on gender norms. Group educational activities, a common programme for men and boys, also have the potential to contribute to changes in attitudes on health issues and gender relations and, in some cases, changes in behaviour.

It is also important for communication initiatives to build on tradition and culture, not only because this can resonate better with communities, but because it can help to mute opposition from conservative segments of society. The involvement in projects of key community leaders such as teachers, cultural custodians and government officials is also important for greater impact and sustainable change.

Cooper, C., Goodsmith, L., Lotter, E. and Molony, T. (2010). ‘Communication, Participation and Social Change: A Review of Communication Initiatives Addressing Gender-based Violence, Gender Norms, and Harmful Traditional Practices in Crisis-affected Settings’, USAID, American Refugee Committee, Communication for Change
In conflict and post-conflict settings, high levels of gender-based violence (GBV) can result from disruption of social structures, men’s loss of traditional roles, poverty, frustration, alcohol and drug abuse, and criminal impunity. Harmful traditional practices (HTP) also pose a threat to conflictaffected populations, and the incidence of HTP may increase in communities during and after conflict, as affected communities often respond by strengthening cultural traditions to deal with the loss experienced through the process of displacement. This review of development communication initiatives addressing GBV, HTP and related health concerns in crisis-affected settings finds a need to increase the number of genuinely participatory development communication programmes in conflict-affected areas where these concerns are pervasive.
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Solervicens, M., ed. (2008). ‘Women’s Empowerment and Good Governance through Community Radio: Best Experiences for an Action Research Process’, AMARC, World Association of Community Radio Broadcasters
This report describes how community radio can be used to increase women’s awareness of political processes. Radio is an important medium for shaping social values. Community radio can provide women with a voice and the possibility of participation. It provides extensive case studies on community radio projects.
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Case studies

Morna, C. L., Mpofu, T. and Glenwright, D. (2010). ‘Gender and Media Progress Study: Southern Africa Gender and Media Progress Study Southern Africa, Gender Links, Johannesburg
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Tom, T. O. (2008). ‘Enhancing Gender Equality in the Media in Eastern Africa’, Regional Study, Eastern Africa Journalists Association (EAJA), Djibouti
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Malik, S. I. (2012). Writing from Inside Out: Accounts of Sudanese Women Working In the Media. Journal of Arts and Humanities, 1(2), 68-83.
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Further resources

Haider, H., 2011, ‘Communication Initiatives to Change Attitudes and Behaviours’, GSDRC Helpdesk Research Report, Governance and Social Development Resource Centre, Birmingham

(Video) Violence against women and girls - Emma Fulu

For discussion on gender and social media, see ‘New media and citizenship’ in the Gender and Citizenship section of this guide.

See the GSDRC’s Topic Guide on Communication and Governance for more information on communication for development, communication for governance reform, and communication for social change.

Women Make the News (WMN) is a global policy advocacy initiative aimed at promoting gender equality in the media.


What role does gender play in the media? ›

Women are the focus of only 10% of news stories, comprise just 20% of experts or spokespeople interviewed, and a mere 4% of news stories are deemed to challenge gender stereotypes. Studies show that men are more likely to be quoted than women in the media, and more likely to cover "serious" topics.

How does media affect gender socialization? ›

SUMMARYResearch indicates that television has a socializing influence on children regarding their attitudes toward gender roles. Gender role stereotypes seen on television are, in turn, reinforced by parents, friends, and school, contributing to the child's sense of what it means to be male or female in society.

What do you mean by gendered media? ›

Gendered media is defined as media influence on how we view men and women. Media has been playing a vital role in influences the gender perspective of the society for quite a long time. For instance, media portrays a certain role for women in films and dramas and objectify women in the ads and modeling industry.

Why is gender representation important? ›

Representation is the core basis of democracy. Improved decision-making. UN Women have found that women's involvement impacts decision-making in a positive way - with examples including better childcare in Norway and more drinking water projects in India linked to higher levels of female representation.

What are some examples of gender socialization in the media? ›

Media conveys information about the role of gender in people's lives and can reinforce gender stereotypes. For example, consider an animated film that depicts two female characters: a beautiful but passive heroine, and an ugly but active villain.

What is gender socialization examples? ›

This gender socialization can be direct or indirect. For example, children learn about gender stereotypes through their peers' direct comments (e.g., “long hair is for girls while short hair is for boys”) and/or negative reactions when failing to conform to their gender expectations.

Is social media a gender sensitive platform? ›

Social media data also shows that men and women communicate very differently on social platforms. Men are more likely to use authoritative language and more formal speech than women. Males respond more negatively in interactions, as well, whereas women tend to use 'warmer' and more positive words.

What are gender concepts? ›

The socially constructed and culturally defined roles, responsibilities, attributes, and entitlements assigned to people based on their sex assigned at birth in a given setting, along with the power relations between and among the assigned groups.

How does gender influence education? ›

Females could achieve higher learning outcomes than males because they were more persistent and committed than males (Richardson & Woodley, 2003). Females had stronger self-regulation than males, which also led to their significantly more positive online learning outcomes than males (Alghamdi et al., 2020).

What does gender representation mean? ›

Representations of women are often defined by how men see women (termed the 'male gaze '), or by how society expects women to look and behave. Many representations of women concentrate on sexuality and emotions. Others focus on their relationships with their children or romantic partners.

How is gender represented in advertisements? ›

Representations of gender in advertisements provide powerful models of behavior to emulate or react against. Masculine images typically convey power, strength, virility, athleticism, and competitiveness whereas feminine images show beauty, submissiveness, nurturance, and cooperation.

Why is gender diversity important in society? ›

Furthermore, gender plays an important role: women exhibit higher levels of social perceptiveness and teams with more women achieve greater equality in participation (4).

What are the four types of gender socialization? ›

Regardless of theory, observing, organization and learning about gender occurs through four major agents of socialization: family, education, peers and media. Each agent reinforces gender roles by creating and maintaining normative expectations for gender-specific behavior.

What is the relationship between gender and socialization? ›

Gender socialization occurs through four major agents of socialization: family, schools, peer groups, and mass media. Each agent reinforces gender roles by creating and maintaining normative expectations for gender-specific behavior. Exposure also occurs through secondary agents such as religion and the workplace.

What is gender socialization essay? ›

Gender Socialization is the process of learning the social expectations and attitudes with one's sex. Gender socialization is how we learn to act like girls and act like boys. Gender Socialization seems like such a simple and harmless word, but once you uncover its meaning it can be harmful.

What gender is more affected by social media? ›

Consistent with previous studies, women are affected at a higher degree than men and are more receptive to the information provided by social media. Specifically, women reported that social media content such as reviews and ratings, often affect their activity planning decisions.

Which gender is more influenced by social media? ›

Finally, it was found that even though social media advertisements influence the buying behaviour of both men and women, women are twice more influenced than men. The implications of these results were further explored.

What is the biggest gender difference in uses of new media? ›

Historically, women have been more avid users of social media than men – a finding consistent across several Pew Research Center surveys. In fact, in November 2010, the gender gap was as large as 15 percentage points.

How does advertising influence gender? ›

The results show that advertising portrayals of women and men have a presumed negative influence on others, leading to higher levels of ad reactance, which has a negative impact on brand-related effects across model and participant gender, and for gender stereotypes in terms of physical characteristics and roles.

How does the mass media influence gender roles in contemporary American society? ›

How does the mass media influence gender roles in contemporary American society? It reinforces gender roles considered appropriate for one's sex. As a third grader, Henry is reading stories about the American Revolution and how the early Americans were willing to fight to gain their freedom.

What role does the media play in regards to how we view beauty in society today? ›

The media and perceived appearance norms. It could be that the mass media affect their audience not only by reinforcing beauty ideals ('thin is beautiful') or by eliciting immediate changes in terms of how people perceive and evaluate their own appearance, but also by influencing perceived norms.

What does gender stereotype mean? ›

Gender stereotyping refers to the practice of ascribing to an individual woman or man specific attributes, characteristics, or roles by reason only of her or his membership in the social group of women or men.

What is gender based marketing? ›

What is gendered marketing? Gendered marketing consists in segmenting consumers based on their gender and in tailoring one or several elements of the marketing mix (product, price, promotion, place) based on gender stereotypes (Powers 2019).

What is the biggest gender difference in uses of new media? ›

Historically, women have been more avid users of social media than men – a finding consistent across several Pew Research Center surveys. In fact, in November 2010, the gender gap was as large as 15 percentage points.

What influences gender roles in today's society? ›

Gender roles are influenced by the media, family, environment, and society. A child's understanding of gender roles impacts how they socialize with their peers and form relationships.

How does media promote toxic masculinity? ›

Media as Medium to Promote Toxic Masculinity

As a result of patriarchal culture, masculinity in media has grown as an issue that affirms gender roles in our society. Media shows masculinity as a power and form of dominance over femininity. It also constructs masculinity as a privilege of men.

How is the media affecting females body perceptions? ›

Surveys have showed that media has an impact on the ideal body size of both men and women, as it are seen to affect our perception of the ideal bodies. Survey showed that women felt worse about their bodies, which leads to body image distortions and body dissatisfaction.

How does the media influence female body image? ›

The correlation between media image and body image has been proven; in one study, among European American and African American girls ages 7 - 12, greater overall television exposure predicted both a thinner ideal adult body shape and a higher level of disordered eating one year later.

How does the media portray female beauty? ›

Through photo manipulation and forced beauty "ideals," women have been left with lower self-esteem, unhealthy eating habits, and a false view of body image. Many studies have shared that Western media has caused an increase in the exaggerated importance of physical appearance.

What are the 4 gender stereotypes? ›

Examples of Gender Stereotypes
  • Girls should play with dolls and boys should play with trucks.
  • Boys should be directed to like blue and green; girls toward red and pink.
  • Boys should not wear dresses or other clothes typically associated with "girl's clothes"

How does gender stereotyping affect society? ›

What are the negative impacts of gender stereotypes? Gender stereotypes shape self-perception, attitudes to relationships and influence participation in the world of work. In a school environment, they can affect a young person's classroom experience, academic performance, subject choice and well-being.

How many types of gender stereotypes are there? ›

There are four basic kinds of gender stereotypes: Personality traits — For example, women are often expected to be accommodating and emotional, while men are usually expected to be self-confident and aggressive.


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