Media portrayal of men and woman can have a tremendous impact on cultural
and gender ideals in society. Gender tensions are often created by
exploitative media portrayals of men and/or women in stereotypical roles.
Far more often than men, women are exploited by media moguls in order to
promote the sale of goods and services, and to create desire and interest
in objects completely unrelated to gender.
The media has created and supported the idea that "sex sells." When it
comes to provocative images of youth and beauty, women far surpass men in
media portrayals. Research suggests that women are also portrayed more
often than not in subservient or minor roles rather than important ones.
Unbelievable even with reference to serious subject matters, women are
often portrayed in skimpy outfits and in high gloss images in manners
completely unrelated to the particular service or product being offered.
The media has propagated and supported the exploitation of women
consistently over time. The extent and the effects of such portrayal are
explored in greater detail below.
Grodzki (2003) points out that visual images of women on television and on
magazine covers have tremendous influ
The exploitation and portrayal of women as sexual objects andstereotypically fulfilling non essential roles is prevalent worldwide. Men are morepredominately portrayed in roles of varying ages. At least this is the message that the mediawould have people believe. The media has consistently exploited the imageof young and beautiful women, and used this image to indirectly send themessage that women are meant to be "seen and not heard. When it comes toserious, non sexual related issues, the Global Media Monitoring Project, aninvestigation of news coverage, showed that women were the primary subjectin news reports and media events on radio, television and newspapers "just17 percent of the time" whereas men's visibility was as great as 83(Hermano Turley, 2001:1). An analysis of women's roles in daytime and prime time programming showsthat women generally were depicted as holding positions that "were of lowerauthoritative power than those of men" (Brain, et. 8 Characters Male to Female Ratio 1. Women are not depicted nearly in the same manner as men when itcomes to sports. A study conducted by Kaufman (1999) examined the portrayal of men incommercials aired during football, daytime and prime time media broadcasts. Menhowever, portrayed in professional roles and images were more oftenmarried, suggesting that once women wed their professional careers wereover. CONCLUSIONMany researchers (Connell, 1987; England, 1992; Roos, 1990) acknowledge theinfluence inequalities in media images and stereotypical gender images haveon people, and the power and sexual politics involved in genderstereotyping. Women'ssuccess in beauty pageants and in weight reducing scenarios were mostcommonly highlighted. Interestingly, men are almost never showncaring for girls. This is changing inmore contemporary times, but minimally at best.