Gender Stereotyping In Modern Society †MyAssignmenthelp.com

Question: Discuss about the Gender Stereotyping In Modern Society. Answer: We live in a world which is controlled by the mass media. Information are broadcasted through various form of entertainment and reach the millions of viewers fast. The gender stereotyping is evident in advertising as a persuasion technique. It is natural practice of humans to organize knowledge through the information they gather from his surroundings. The human cognitive scheme is developed by perceiving certain representations of reality that is present in the social environment (Greenfield, 2014). The refusal of stereotype is generally considered as exception and it is traditional practice to identify certain groups through the stereotype only. The advertisement is a perfect example of gender stereotyping in modern society. The professional business world is often criticized for discrimination against women (Anand Tyagi, 2017). The men are sitting and presenting business idea to another male boss while the female is the secretary and objectified. The plant objectifies with lustful manner and the men cheer in joy. The society is used to this practice of work place gender discrimination therefore the advertisers used this to connect to their audiences. TV advertisements present women either in the role of housewife or as a sex object. In this M1 You deserve better ad the woman is outside the domestic sphere and sexual message has been projected through her (YouTube, 2008). Such representations of gender stereotyping set the norm and assist the audience to frame their gender identity. The entire advertisement is from males gaze and the woman is just like a decoration piece. The advertisement primarily aims the male viewers an d therefore the ad demonstrates the recipients reflection. The presence of the woman in this ad is weaker than the man and serves nothing than evoking an erotic sphere. The advertisement wouldnt have lost its message without the woman but adding her in the scenario adds the desire quotient and the advertisers message gets delivered to its viewers more effectively. References Anand, M., Tyagi, V. (2017). Advertising: Boon or Curse for Women.International Journal of Research in Economics and Social Sciences,7(3), 116-124. Greenfield, P. M. (2014).Mind and media: The effects of television, video games, and computers. Psychology Press. M1 You Deserve Better. (2008).YouTube. Retrieved 16 October 2017, from https://www.youtube.com/watch?v=cJ0ykYYIy30