Norvell 1

Lisa Norvell
Professor Cynthia Hamlett
English 101
30 July 2015
Medias Hidden Agenda: Stereotypical Gender Roles
The media is all around. Escaping the influence of the media is next to impossible. With
television, billboards, magazines, and film, the media is everywhere. With its sphere of influence
all around, the perception of gender roles and stereotypes it provides shapes the views of
American society. Whether a person is aware or not, the media does shape or influence how one
perceives men and women. And through this perception, they are subconsciously supporting
stereotypical gender roles. Starting at a young age through viewing advertisements, television,
films, and reading magazines.
In the article Gender Stereotypes: Definition, Examples and Analysis on the No
Bullying website, they define gender stereotyping as overgeneralization of characteristics,
differences and attributes of a certain group based on their gender. While many do not see a
problem with gender stereotypes, often ignoring the issue as if to say it doesnt have a big effect
on American society.
The issue of gender stereotypes is a growing problem in the United States. The promotion
of gender stereotypes are dangerous because they might create unequal or unfair treatments to a
certain person who chooses to defy peoples assumptions about his/her gender (Gender
Stereotypes: Definition, Examples and Analysis). The growing gap between men and women in

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the work place can be associated with the medias production of an environment that promotes
these gender stereotypes. As the growing stigma of the role of women being shown as being
passive and dependent on others, while the role of men should be masculine continue to be
shown in media. A majority of American society subconsciously follows or accepts these gender
roles assigned.
The medias influence begins when one is a child. American society has grown up with
the idea of having boy and girl toys. This is because the media has pushed the idea that girls
should play with baby dolls, easy bake ovens, and Barbies. While boys should only play with
swords, trucks, and footballs. Girls are also portrayed as being cooperative and more passive
and less aggressive and competitive than boys. Boys on the other hand are shown seeking power,
speed and physical action. Aggressive behavior is almost exclusively limited to advertisements
targeting boys (Brasted, Monica).
This difference between girls and boys is expanded on in various advertisements
produced by media. As they make a clear distinction to suggest anything the color pink is for
girls, while the color blue is for boys. The association with color and gender promotes a gender
stereotype that colors are for a specific gender. And if one deviates from their proper color,
then they are not considered an outcast by American society. As Dr. Monica Brasted said in her
article Care Bears vs. Transformers: Gender Stereotypes in Advertisements, advertisements
targeted toward children promote gender stereotypes by setting up expectations that each child
should follow based on their gender. Whether by color association or the difference of a Barbie
and action figure, the media has established the idea that each gender should play their role at an
early age.

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Many would make the argument that there is no real damaging harm to these
advertisements. However, the stereotypes portrayed in advertisements can have a negative
impact on those surrounded by it. In the article Gender Stereotyping in Advertisements,
Melinda Jones discusses the ramifications of being exposed to advertisements that promote
gender stereotypes. Stating that gender stereotyping affects [a] persons self-esteem and
psychological well-being (Jones, Melinda). Unrealistic, photo shopped and stereotyped images
used by the media, advertising and fashion industries influence young peoples body images and
impact on their feelings of body satisfaction, self-esteem and confidence (Berman and White).
Demonstrating that these stereotypes can be damaging as young men and women try to achieve
these goals. Many of these stereotypes also contribute to gender bias in hiring decisions as
those who grow up with these stereotypes subconsciously support them (Jones, Melinda).
Negative correlates and consequences of gender stereotyping have been shown to range
from confining females and males into traditional work roles[]self-objectification among girls
and women [and] acceptance of violence against women and perpetuation of the rape
myth[ among men] (Bogt, Tom). These negative consequences demonstrate how damaging the
medias influence can be and how the audience, particularly the American audience, is compelled
to follow these gender stereotypes subconsciously.
The medias portrayal of the role of a woman has changed as time has passed, but not by
much. In the age of television, women were seen as house wives who wore aprons and baked
apple pies. Telling America, that the ideal woman kept her man happy. As time passed the role of
women progressed. Women in television are now given the chance to be seen as strong
characters. However, despite the progress made, women are misrepresented and are still
portrayed in traditional roles as house wives or being dependent on someone.

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The film industry is guilty for promoting these stereotypical roles. These roles are
ingrained in the audiences mind at an early age with big corporations like Disney contributing to
the teachings of gender roles. In the movie Tarzan, the main male protagonist, Tarzan, is
portrayed as independent, assertive, intelligent, athletic, competent and stronger than everybody
else. On the other hand, Jane, the main female protagonist, is emotional, tentative, romantic,
affectionate, sensitive, frail, passive and weaker than Tarzan. Not only that, she is also weaker
than all the other male characters, even the supportive ones (Gender Stereotypes: Definition,
Examples and Analysis). The clear distinction on how Disney treats its characters, demonstrates
to the young viewers that this is the way it should be. That boys need to be assertive and be the
hero. While women can only be a princess, a queen or a homemaker (Gender Stereotypes:
Definition, Examples and Analysis).
The idea that women should care only for their looks and wait for their prince
charming. While men should be assertive and often aggressive manly men, has damaging
consequences on young viewers. This narrow minded view leaves for little room for children to
becoming more open minded. The seed of bias is planted at such a young age and is
subconsciously grown with every media program seen or heard. Leaving few options to be
explored and those who do want to explore are often seen as deviants or outcasts. Its not only
animated films however, that are affected by the medias promotion of stereotypical gender roles.
Women in films are portrayed as the love interest or the damsel in distress. Some would
argue that there are strong female heroes like Katniss Everdeen from Hunger Games or Black
Widow from Avengers, but these strong females still represent gender stereotypes. In the Hunger
Games, Katniss is the main lead and is considered independent as she takes care of her family
and leads a revolution against a corrupt government. She displays courage and strength

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throughout the film. The film builds her up to being a strong female lead, however throughout
the film, she is in a love triangle with two men. Her indecision between these two men shows the
audience that she has to be dependent on someone. That a female protagonist needs a love
interest in order to further the plot. This addition of having this love triangle demonstrates that
the media still believes women should be dependent on someone.
As for the hero Black Widow played by Scarlett Johansson, she is portrayed as the only
female in the team and is wearing skin tight clothes that show all her curves. Her character is
overly sexualized throughout the film. Despite being a strong kickass character, she is made to be
a sex symbol of the team. This happens a lot in films, particularly in the action genre. Unlike
their male counterpart, when a female is the lead, she is shown to be wearing tight fitting
clothing and almost always has one person she is dependent on.
The over sexualizing of women is often degrading and demonstrates that female
characters are often judged by their looks. Female characters are also severely misrepresented
compared to their male counterparts. In 2012, sixty seven new films came out from Hollywood
and out of those films only twelve had female leads (Smith, Jeff). Demonstrating that the role of
women is perceived as a less important role in Hollywood.
As women are not fairly represented in film and many films that do include female leads
often dont pass the Bechdel Test. The test defined as a simple test which names the following
three criteria: it has to have at least two women in it, who talk to each other, [and the
conversation is] about something besides a man (Bechdel Test Movie List). These are three
simple tasks, but many films fail to pass even one of them. As though the writing of a female
character is a foreign experience.

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Its not only women that are the victim in media. Men are also affected by the gender
stereotypes and gender roles pushed by media. Men in media are portrayed in magazines and
television as being strong and hardworking husbands. The media often putting pressure on them
to like sports, have a high paying job, and to be the man of the house. The idea of being a
man prominent in various media. In the article Keeping It Real, the idea of what is a real
man is discussed as the media often describes what doesnt make a real man (Rushin, Steve).
Rushin listing the some of the donts of being a real man as Real men don't eat quiche,
real men don't ask for directions, [and] Real Men Don't Apologize. Many of these stereotypes
being portrayed in various media. How many times has a television show or movie made the
comment that men dont ask for directions? As though the idea of asking for help is beneath
being a man and anyone who does loses their man card. The idea that men should have hyper
masculinity and be assertive. Often degrading and ridiculing those who fail to uphold these
stereotypes.
The idea of being a man, is often associated as being a brave individual who rarely
shows his emotions and is often in a position of power. Those who dont fall into these
stereotypical traits are not seen as being a man and have their masculinity questioned. Look at
the way men are portrayed in the action genre. With characters played by Arnold
Schwarzenegger and Sylvester Stallone, men are portrayed as being tough men who are
constantly going guns blazing. This perception of men, show the audience that men should be
fighters and be aggressive.
On the other side of the male spectrum, a man is perceived to be a smooth ladies man.
Think James Bond or any drama movie male lead. The character that shows that men should be
stoic and often treat women as sexual conquests. These depictions often share some traits with

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the action men but also show a leaner and less steroid looking body. Women are not the only
ones to be self-objectified, though they are more often. The near impossible looks and actions
personified in films often leave many with low self-esteem and low self-worth.
The idea of gender roles is that only certain roles can be accomplished by certain genders.
Women are often seen in the role of home makers and doing menial cleaning chores. While men
are seen in the roles of being handy men, fixing anything that is broken and playing sports. Many
television shows and films make the assumption that these roles cannot be accomplished by the
other gender. Often making comedy that revolves around the supposed ineffectiveness of having
men doing house work such as cleaning and women attempting to fix various objects around the
house. The punch line being that gender roles are not meant to be mixed. The media consistently
shows these gender roles and most people generally accept them as though they are fact. Calling
cleaning a womens job. Or the task of changing a car tire as a mans job.
However, according to a study that experiments with gender roles done by Juan
Fernandez, it was proven that these gender roles were obsolete. The experiment revolved around
having groups of men and women. Then proceeding to have each group do both roles often
associated with gender roles. Men doing house work such as cooking and cleaning. While
women hanging picture frames and mowing the lawn. The results revealed that despite the
gender of the subject, the roles could be filled by anyone (Fernandez, Juan). So why does the
media still perceive certain roles based on gender? The media is polluting the audience with
these gender roles, pushing its viewers to subconsciously accept and in some cases possess these
biases of gender roles.
With the media all around, there is no easy escape. The grasp of the media has turned the
American consumer into mind numbing followers. Whether some care to admit, media has a big

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influence on how American society perceives gender. This subconscious decision to support
stereotypical gender roles needs to be recognized. If one can see the stereotypical gender roles
being presented throughout the media, then there is an opportunity to change the dynamics of
how the American society perceives gender.

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Works Cited
Berman, Naomi, and White, Alexandra. "Refusing the Stereotype." Youth Studies Australia 32.4
(2013): 38-47. Academic Search Complete. Web. 22 July 2015.
"Bechdel Test Movie List." Bechdel Test Movie List. N.p., n.d. Web. 30 July 2015.
Bogt, Tom, et al. "'Shake It Baby, Shake It': Media Preferences, Sexual Attitudes and Gender
Stereotypes Among Adolescents." Sex Roles 63.11/12 (2010): 844-859. Academic Search
Complete. Web. 24 July 2015.
Brasted, Monica. "Care Bears vs. Transformers: Gender Stereotypes in Advertisements - The
Socjourn." The Socjourn. N.p., 17 Feb. 2010. Web. 24 July 2015.
Fernndez, Juan, et al. "Explicit and Implicit Assessment of Gender Roles." Psicothema 26.2
(2014): 244-251. Academic Search Complete. Web. 24 July 2015.
"Gender Stereotypes: Definition, Examples and Analysis |NoBullying|." No Bullying Bullying
Cyber Bullying Resources. N.p., 09 Mar. 2015. Web. 24 July 2015.
Jones, Melinda. "Gender Stereotyping In Advertisements." Teaching of Psychology 18.4 (1991):
231. Academic Search Complete. Web. 22 July 2015.
Smith, Jeff. "Normalizing Male Dominance: Gender Representation in 2012 Films." Grand
Rapids Institute for Information Democracy. N.p., 12 Feb. 2013. Web. 24 July 2015.
Rushin, Steve. "Keeping It Real." Sports Illustrated 121.13 (2014): 68. Academic Search
Complete. Web. 30 July 2015.