1. Gender stereotypes and the media
To understand how gender stereotypes are used within media

2. Patriarchy
Traditionally men have held power in our society – this system where men have power and control in society is called patriarchy.
Patriarchy = society run by men for men

3. The result of this is that traditionally male qualities and attributes have generally been seen to be superior to female attributes. Consider, for example, the fact that traditionally it was the eldest son who inherited – even if he had several older sisters!

4. This was (and sometimes still is
This was (and sometimes still is!) reflected in the media, as most media companies were run by men!
Masculinity was often represented in ways that were shown to be superior to feminine qualities. Men were often shown to be more important and powerful than women.
Women were often shown in roles that suited men and which kept them from challenging men for power.
In other words, the media showed men and women how men wanted them to be!

5. Representations of Gender
GQ= Gentleman’s Quarterly
The 15th Annual Men of the Year awards special issue

6. List some typical action films – think about the typical roles assigned to men and women? How do these link to patriarchal ideas about gender?

7. Two of the most common traditional roles women were represented in under patriarchy were the happy housewife and the sex object/Glamorous Ideal. Can you think how these stereotypes suited patriarchy?

8. Ideology in Action – Traditional Representations
Look at the following adverts – what messages and values are being portrayed? What roles are women offered?

9. Ideology in Action

12. More Modern Ideologies about Gender
From the 1960s onwards, feminism challenged patriarchy, seeking to gain equality for women. They gained increased respect, opportunities and legislation for women, giving them the chance to step into what had once been men’s shoes...

13. Suddenly it wasn’t unusual for women to:
Have a serious career
Wear trousers
Smoke, drink and swear
Play football
Downplay the domestic goddess role
Roles that had previously been traditionally allocated to men.

18. A word of caution…

19. For example: Watch ‘How the media failed women 2013’