Academica Science Journal No.

1 (6) – 2015
Psychologica Series ISSN: 2285-8083

SEX AND AGE-RELATED PERCEPTION OF GENDER

STEREOTYPES IN THE MEDIA AND ADVERTISING

Adela MORARU,
Dimitrie Cantemir University, Bodoni Sandor 3-5, Tîrgu Mureş, Mureş, România.
Valentina ZETEȘ,
Dimitrie Cantemir University, Bodoni Sandor 3-5, Tîrgu Mureş, Mureş, România.

Abstract: Complementing the studies already exist, in sociology, philosophy, media

analysis or in anthropology, related to gender inequality in Romania, this paper attempts to
answer the question "To what extent gender inequality is a problem in Romania?". Gender
issues refers to differences that occur in all aspects of life of women and men and how
these differences influence their opportunities and access to resources. Although, in
Romania, the condition of women has improved considerably over time, the differences
between women and men still persists. Gender inequality is perpetuated by advertising
and mass media, therefore present study aims to investigate to what extent these
stereotypes are perceived by the population and maintained in advertising discourse.
Keywords: gender stereotypes, advertising models, stereotipization.

INTRODUCTION
Although the attitudes of traditional societies have changed, however "sex role expectations differential are
so deeply imprinted in the mentality everyday that affects decisive and immediate perception" (Iluţ, 2000). It
is known that resistance to change stereotypical constructs depends on how deep they are rooted in the
collective consciousness. Traditional images on male and female were dependent stereotypical
representations, according to which „masculinity” was associated with: assertiveness, competitiveness,
aggressiveness, objectivity, rationality and „femininity” with: emotionality, compassion, obedience, passivity,
sensitivity in social relations (Ruble and Ruble, 1980). Social psychology renounced using the appellation
"sexual stereotyping" (Lockesly et al., 1981), opting for a more appropriate terminology - "gender
stereotypes" (Blackhurst et al., 2008; Irwin, 1994; Higgins Kruglanski, 1998).
A stereotype is a type of schema in which beliefs about the characteristics of a specific group are applied to
an individual (Hilton & von Hippel, 1996). Arvey (1979) suggests that the process of stereotyping first
involves developing ideas about the characteristics of groups and then assigning those characteristics to
individuals. This categorization is more likely to occur when limited information is available about the
individual, or when the characteristics of the individual appear to resemble the characteristics assigned to the
group (Fiske, Neuberg, Beattie, & Milberg, 1987). Furthermore, research suggests that when characteristics

Page 42 Copyright  2015 Academica Science Journal. All rights reserved.