Media is playing as an effective tool to create social norms, bring new trends with the help of films, television, and advertisements. Gender roles are also defined by media by using electronic and social mediums. It should be noted that media has a strong impact on everyone especially on children as well as men and women of this society. Therefore, gender roles are also being pushed through television programs, advertisements, and films. Some believe that media is portraying a negative image of women and presenting a strong image of men. While examining femininity and masculinity, it can be said that dominating role of masculinity is showed by media.
Jean Kilbourne also highlighted that advertising traffics is becoming a reason for distorted and destructive ideals of femininity. According to her, these print and television advertisements are damaging gender stereotypes. The reason is that unrealistic perception of beauty and sexuality is portrayed. Moreover, media is using women as a sex object that is impacting the image of women in the society. She believes that gender violence is also increasing because women image is not presented positively.
After social construction of femininity has been examined the role of masculinity that is presented through media is also identified. Jackson Katz briefly discussed the ongoing crisis of masculinity. According to him, media has specified people such as Asian American men as martial artists and violent criminals. Similarly, media portrays men as a symbol of power and muscles. It is the reason that the real role of masculinity is remained under the light. It is the reason that extreme brutality is committed by men to show their power and thus, violence among men are also increasing.
Works Cited
Katz, Jackson. Tough Guise: Violence, Media & the Crisis in Masculinity. 04 10 2006. 16 08 2016 <https://www.youtube.com/watch?v=3exzMPT4nGI>. Web.
Kilbourne, Jean. Killing Us Softly 4: Advertising's Image of Women . 12 03 2010. 16 08 2016 <https://www.youtube.com/watch?v=PTlmho_RovY>. Web.
