Women’S Portrayal in the Media

Introduction

Mark Twain once keenly observed that one faces two choices with media: either ignore it and risk being uninformed or adhere to it and risk being misinformed. This observation holds even more weight today as media has evolved into a vast and complex source of information, making it difficult for many to discern factual statements from misleading ones. Historically, media has played a significant role in shaping societal norms, particularly concerning gender roles. Women, for instance, have often been portrayed within restrictive confines that emphasize domesticity and objectification.

This trend, unfortunately, persists even in our so-called progressive era, where women predominantly feature in advertisements for products like baby necessities, beauty care, or household items, thereby reinforcing stereotypes of women as domestic and materialistic.

This oversimplification of information leads to the development of cognitive schemas, which are mental structures that help us organize and interpret information. Stereotypes are one of the most prevalent cognitive schemas. According to the Oxford Dictionary, a stereotype is a "relatively fixed and oversimplified generalization about a group or class of people, usually focusing on negative or unfavorable characteristics." In media, gender stereotypes are frequently used to define character traits and create situations that adhere to these traits.

Lewis Carroll's "Through the Looking Glass" offers a metaphorical lens through which to examine stereotypes. In the excerpt "Looking-Glass House," Alice, a young girl, experiences the blurred lines between reality and dreams. The "looking-glass house" she enters is an idealized yet simplistic version of her real environment, much like how media portrays women. This single, reductive interpretation attempts to define the multifaceted identities of women. Media, therefore, wields significant influence, and while it has the potential to amplify women's voices and foster equality, it often perpetuates discriminatory stereotypes, depicting women in outdated and sexist roles.

Stereotypes & Their Effect on Children

From an early age, children are exposed to media messages that underrepresent female roles. The Geena Davis Institute, a non-profit organization dedicated to gender equality in media, reports that 83% of film and TV narrators are male, and 80.5% of workers depicted in G-rated movies are men. This starkly contrasts with the real-world workforce, where women comprise nearly half. The lack of female representation in media allows children to internalize and accept these stereotypes as reality. As scholar Miriam Rachel Lowe notes, repeated exposure to such skewed portrayals can imprint negative gender stereotypes on young minds, affecting their perceptions of male and female values in society.

Family entertainment further exacerbates these issues by depicting female characters with significantly more skin exposure than their male counterparts and portraying them as subordinate. Iconic examples, like Disney Princesses, often showcase exaggerated physical features to meet beauty standards. These recurring themes—such as a heroine's longing for marriage, the limitations placed on females during puberty, and the notion that women can only succeed with male assistance—portray women as submissive and lacking in self-esteem, confidence, and individuality. This skewed portrayal can lead to unrealistic body ideals and the objectification of female roles in the eyes of young audiences.

The social learning theory posits that individuals imitate behaviors observed in same-sex role models. Behaviors deemed socially inappropriate are often stigmatized. Alongside movies, advertising also perpetuates gendered stereotypes. In the 1970s, women were seldom depicted in workplace settings in advertisements, except in stereotypical roles like hairdressers. Most ads featured women promoting kitchen and bathroom products, while men occupied authoritative roles. Although recent years have seen women depicted as independent and sexually empowered, this shift still caters to the male gaze and reinforces conventional advertising stereotypes.

The debate over whether video games foster violence and misogyny or provide a platform for exploration is ongoing. This $7.4 billion industry frequently depicts female characters as scantily clad and highly sexualized. Alarmingly, many popular video games glorify violence against women. A study by the National Purchase Diary (NPD) revealed that 92% of gamers are aged two to seventeen. Scholars express concern about the inappropriate content in these games, which often include violent scenes and gore. An International Communication Association study found that female characters are more likely to be portrayed sexually, with unrealistic body images and revealing attire, influencing how women are perceived by young gamers.

Colorism, another form of stereotyping, is evident in "Looking-Glass House," where the black kitten is automatically deemed guilty, while the white kitten is innocent. Media often portrays black as evil and white as pure. Carroll adheres to these color norms, just as media clings to gender stereotypes. Challenging these norms is difficult because audiences struggle to accept concepts outside the conventional framework.

Stereotypes' Effect on Women

Media exerts immense pressure on women to conform to an idealized image ingrained in societal norms. This portrayal fails to account for the harm caused to women by presenting unrealistic standards. Women may feel compelled to alter their personalities to fit these media-driven criteria, which often depict them as highly sensual, compassionate, and intelligent. Advertisements and other media frequently focus on parts of a woman's body rather than the whole, reinforcing the notion that women are objects rather than human beings. This dismemberment can harm women's self-perception and self-worth, leading them to believe that beauty, sexuality, and youthfulness define their value.

Women are also underrepresented in the news industry, appearing on camera only 32% of the time and writing only 37% of news stories. Despite some progress, such as the candidacy of a female presidential candidate in 2016, 65% of political stories were reported by men. Men dominate coverage of science, world politics, and criminal justice, while women have more representation in education and lifestyle coverage. This lack of representation undermines the value of women's opinions and stifles societal growth in understanding women's true identities.

Conclusion

One of the most significant changes that could be made is to amplify women's voices. As observed in various fields, women remain underrepresented in positions of influence. Many women shy away from pursuing certain roles because they are perceived as "men's jobs." Media perpetuates these stereotypes by depicting men as breadwinners and women as homemakers. Granting women a more prominent voice in media can showcase their roles beyond domestic confines, challenging ingrained stereotypes.

Furthermore, the media consumed by children requires careful curation. A recent poll indicates that 22% of teenagers log onto social media more than ten times a day, and over half do so at least once daily. With 75% of teenagers owning cell phones, media plays an essential role in their social and emotional development. Therefore, the content presented to children must be regulated to prevent the reinforcement of harmful stereotypes, which can significantly impact self-esteem and perpetuate societal biases.

While media did not create stereotypes, it plays a crucial role in perpetuating them. Eliminating stereotypes in media alone will not eradicate them from society because these biases are deeply rooted in cultural norms. However, media can aid in dismantling gender stereotypes by portraying women in diverse roles, including male-dominated workforces. Independent women should be showcased to both children and adults, challenging the notion of women as submissive.

By portraying women as more than objects for advertising, the stereotype of sex symbolism can be rendered obsolete. The adage "sex sells" remains accurate, as media adheres to societal norms to profit from women's objectification. However, the impact of this objectification extends beyond media into the workforce, home, and individual perceptions. Media wields considerable influence, which can be harnessed for positive change. By transforming its portrayal of women, media can foster a more equitable and inclusive society.

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