Course Code: EGL 202

Course Title: Media & Business Communication

Class Day: Thursday Timing: 3-6

Lecture / Week No. 5

Instructor Name: Ms Warda Hyder

Department of Business Management

Media and Identity Class and Gender
Contents

1. Definition Media and gender

2. Gender disparity in media careers
3. Representations of women
4. Female characters as plot devices for male characters
5. Representations of men
6. Effects on youth
Reference No. 1,2 Definition Media and Gender

Media and Gender

Media and gender refer to the relationship between media

and gender, and how gender is represented within media
platforms. These platforms include but are not limited to film,
radio, television, advertisement, social media, and video
games. Initiatives and resources exist to promote
gender equality and reinforce women's empowerment in the
media industry
Reference No. 1,2 Gender Disparity in Media Careers

Gender Disparity in Media Careers

Numbers of women in media professions, such as journalism, are growing;

however, the media is and has been statistically dominated by men, who
hold the vast majority of power positions.
Studies show that men are more likely to be quoted than women in the
media, and more likely to cover "serious" topics.
A large number of international institutions and NGOs are advocating for
gender equality in the media workplace. For instance, in 2018, UNESCO
supported 42 media institutions and 16 universities to implement policies
and strategies on gender equality. In addition, coherent with the strategy to
empower women and girls through policy implementation, 31 institutions,
community radio stations and national broadcasters adopted policies on
gender equality in media.
 Reference No. 2 Representation of Women

Under-representation and Misrepresentation

In spite of their monumental achievements, women's representation in media

remains drastically different to that of their male counterparts. Women are the
focus of only 10% of news stories, comprise just 20% of experts or
spokespeople interviewed, and a mere 4% of news stories are deemed to
challenge gender stereotypes.
Reference No. 2 Representation of Women

Sexualization
Mass media has become a driving force to discrimination based on gender. Images and expectations
of gender roles are highlighted through a variety of platforms and sources like the structure of
language, activities, media, school settings, historical passages or art pieces, and the
workplace. Sexualization of women, in particular, is heavily centralized in mass media. When these
platforms hyper sexualize women, portray them in a lack of clothing, or depict women as subordinate
to men, a women's self esteem, body image and emotional well being may be negatively affected.

One of the earliest studies of role portrayal in advertisement was done in 1971 by Courtney and
Lockeretz. These researchers discovered that the central four themes of female Stereotypes were
that a woman's place was in the home, the second was women didn't make important decisions, third
that women were dependent on their male counterparts and lastly that women perceived as sexual
objects. Two other follow up studies done by Wagner and Banos, and Belkaoui and Belkaoui reached
similar outcomes. The final two points highlight the angle that women are viewed in regards to
their sexuality and bodies.

For centuries, dating back to when women would pose for paintings or sculptures, the concept that a
woman's nature lied within the ground of subordination and submission has been reinforced by
media.
 Female characters as plot devices for male characters
Reference No. 2
Female characters as plot devices for male characters
Referred Pain
In media featuring a male protagonist, women's pain, suffering, or even death are often used as plot
devices to further the male protagonist's narrative arc. This is known as the “referred pain” plot device. It
involves a situation wherein a woman undergoes a traumatic event, often (but not always) of a sexual
nature, but her pain is referred to a male character. This male character's grief and anger due to the
trauma experienced by the female character are explored in depth. The female character's emotional or
physical response is only addressed briefly or cursorily.
Disposable Woman
The Disposable Woman trope refers to a trope in which a woman is included in a story for the sole
purpose of dying, thus putting the male protagonist through emotional development or inspiring him to
embark on a revenge quest. The woman who dies in these situations is referred to as "disposable"
because she does not serve a purpose beyond her death. The disposable woman trope in present in
many films, including
The Manic Pixie Dream Girl
The term "Manic Pixie Dream Girl" was coined in 2007 by film critic Nathan Rabin to describe a female
character who exists solely "to teach broodingly soulful young men to embrace life and its infinite
mysteries and adventures. The Manic Pixie Dream Girl improves the life of the male protagonist and
makes him a happier and better person, but she has no apparent character arc or complex story; she is
simply a plot device. A list of notable instances of the Manic Pixie Dream Girl trope can be found on the
article for
Reference No. 2
Representations of Men

Representations of Men

Men are proportionally represented by media more often compared to

women, but the representations that do exist are often criticized for
their portrayal of sexist stereotypes. Most critics discuss the ways male
characters in film and television are typically more tough, aggressive,
domineering, etc. than the average man they are meant to represent
 Reference No. 2 Effects on Youth

Stereotypes

The media is generally regarded as playing an important role in defining

prevailing social norms concerning sexual harassment, especially television,
which is "widely accessible and intentionally appealing and engaging,
[making] massive use of stereotypical messages that the majority of the
people can easily understand“. Media affects behaviors and is "of prime
importance for adolescents' general ideas of romance, sex, and
relationships". Thus, objectifying media has important social consequences,
among which is greater acceptance of stereotypical attitudes. Studies have
found that exposure to objectifying media can be linked to increased
probability of male viewers engaging in sexual harassment, abuse, or acts of
violence against women.
Reference No. 2 Effects on Youth

Advertising/Television

Gender-related content has been portrayed in stereotypical ways in advertising,

commercials on multiple platforms, and in Television shows. Most of the gender-
related content in these different platforms of media are examples of the roles of
females and males that are geared mostly towards children. A study was done on
the content of children television shows. Looking at the four main emotions
(happiness, sadness, anger and fear), it was concluded that males portrayed
more than females.
 Reference No. 2 Effects on youth

Female Roles

The gender-related content in advertising in the past as well as today portray females with
certain labels. The roles that women play in advertising, such as in television commercials or
Magazines, shows them as delicate characters who tend to act very innocent The commercials
prominent on television today show females struggling with some issue or problem. Not only is
this example of female roles portrayed in advertising, but also media content online under-
represent women very often; women are put in traditional roles in advertisements and television.
On platforms aside from television, like on radio or Podcasts, women have quiet and calm
voices. They are seen as shy and gentle, which makes youth stereotype as well as categorize
them in a negative way.
In a content analysis in 1970 by Courtney and Lockeretz, researchers who study women roles,
it was suggested that there are four very common stereotypes that women are seen under:
1) A woman's only place is in her home.
2) Women have no ability to make their own decisions or important ones.
3) A man must always protect women as they are dependent on them.
4) Men only see women as housewives and as sexual objects.
 Reference No. 2 Effects on Youth

Social Media

With the rise in popularity of social media platforms such as Instagram,

Facebook, Twitter, and Snapchat, new standards of beauty have emerged in the
relationship between media and gender. This can create a false image of how
individuals, particularly young children, should look. Young people are more likely
to purchase products endorsed by social media personalities such as Instagram
models in hopes of getting that model's body type when in reality the figures are
likely attained through plastic surgery. This look has also lead to a 115% increase
in the number of plastic surgeries since 2000.
References / Resources

1. Andy Schmitz.(2013. media Communication, media, and Culture(v. 1.0).

2. https://en.wikipedia.org/wiki/Media_and_gender