Introduction to Mass Communication- MCM

Assignment

Media stereotypes are sometimes inevitable, especially in the advertising, entertainment

and news industries, which need as wide an audience as possible to quickly understand
information. Stereotypes act like codes that give audiences a quick, common
understanding of a person or group of people usually relating to their class, ethnicity or
race, gender, social role or occupation true or false is left to the people who receive the
information.

Task:

Keeping in mind the above scenario, briefly explain the following statement:

Q1. Does the media incorrectly or offensively portray female stereotyping as a

beautification object in advertisements? Marks: 8

Media incorrectly or offensively portray female stereotyping as a beautification object in

advertisements In recent years advertisers and their agencies have received criticism from a wide
variety of sources concerning the manner in which women are portrayed in advertisements. The
critics state that the women shown in ads are too often "only housewives;" stupid or incompetent;
dependent on men; decorative or sex objects; passive; and not involved in making major
decisions.

Electronic media, according to this research, uses the female body as a gaze object in television
advertisements. television generates the impression that a woman's success is determined by her
physical attractiveness (her white complexion, flawless skin, long and bouncing hair and the
outfits that are skin tight). These advertisements entice young women and girls by promising
them a utopian world in which they can reach a white complexion, gleaming and bouncing hair,
and slender and symmetrical bodies that will appeal to men. These objectifying messages imply
that women who use these products will almost certainly increase their attractiveness and chance,
men will pay more attention to you if you are socially accepted, and you will be succeeding in
your career and in martial life . Our main concern is that television streaming advertisements are
attached to feminine beauty attracting products, which makes it difficult for women to think
clearly about their true worth. Because they are preoccupied with physical attractiveness, their
intellectual growth is stunted. It is critical to note that the women on television do not have
natural faces or features; instead, they are enhanced with cosmetic products that give them a
natural appearance. It is almost impossible for a woman to reach what a television commercial
promises. These television commercials use objectification to feed pictures of women with
specific faces, body shapes, skin complexions, and hair types that are perfect in our cultural
segment which, if pursued as a trend, becomes the ideal outfit' for a woman to wear and that
body type.' As a result, objectification in advertisements contributes to fear, body shaming,
eating disorders, inferiority complex, anger, and other psychological concerns among women.

Q2. Define stereotyping and pen down any five stereotyping groups. Marks: (2+5)

Definition of Stereotype:

Stereotype is an often unfair and untrue belief that many people have about all people or things
with a particular characteristic.

Stereotyping groups:

1. Gender Stereotype

Gender stereotyping refers to the practice of ascribing to an individual woman or man

specific attributes, characteristics, or roles by reason only of her or his membership in the
social group of women or men.

For example, the traditional view of women as care givers means that child care
responsibilities often fall exclusively on women.

2. Age Stereotype

It refers to stereotyping against individuals or groups on the basis of their age.

For example, young individuals stereotypically perceive the older generation as warm but
incompetent while older individuals perceive the young generation as open-minded but foolish

3. Ethnic Stereotype

An ethnic stereotype or racial stereotype involves part of a system of beliefs about typical
characteristics of members of a given ethnic group, their status, societal and cultural norms.

Stereotypes of African Americans and their culture have evolved within American society dating
back to the slavery of black people during the colonial era. These stereotypes are largely
connected to the persistent racism and discrimination faced by African Americans due to their
black colour residing in the United States.

4. Social Class Stereotype

It refers to stereotyping individuals on basis of their social class. Exposure to economic

inequality may amplify social class stereotypes.

For example, social class stereotypes depict low-income people as less competent than higher-
income individuals.

5. Religious Belief Stereotype

It refers to stereotyping individuals on basis of their stereotype. For example irrational hostility,
fear, or hatred of Islam, Muslims, and Islamic culture, and active discrimination against these
groups or individuals within them.