Preview

Media Gender Roles

Best Essays
Open Document
Open Document
2155 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Media Gender Roles
Gender Roles and Responsibilities Portrayed in the Media
Ivy Tech Community College
Ashley Stires
Professor Jessen
PHIL102
March 7, 2014

Gender Roles and Responsibilities Portrayed in the Media When you think of the picture-perfect family, what comes to mind? Is it a mother and father where the father makes an income while the mother is at home? Or is it the realistic family that either both parents work hard for an income or the mother is taking on more the aspects of being the provider and the father is the housewife? Even though times have changed and women are starting to be the breadwinners and responsibilities for men and women are flip-flopping. Then why does the media still portray this perfect housewife image …show more content…
Commercials usually show the women cooking dinner and the family waiting at the dinner table to be served. That is considered the traditional family according to the media (Aubrey, 2004). Campbell’s soup ads have targeted women with gendered messages and guilt and insecurity about their abilities as hostesses and homemakers. They tell women that these roles were the utmost importance and cooking with their products guaranteed success. Advertisers knew by the early 1900’s that women were the major consumers of household goods, and so they placed gendered advertisements in magazine’s designed specifically for female consumers (Inness, 2001). Campbell’s soup has even got the NFL to participate in targeting women. Victor Cruz a player for the New York Giants has starred in Campbell’s soup latest advertisements for the “Mama’s Boy” Chunky Soup. The advertisement is basically saying that it’s the women’s job to keep the men full and never hungry by Indicating that if an NFL player’s mom can do it so cans any other person (Inness, …show more content…
(2012). Construction of the Stereotype of Young People in the Teen Series: A content Analysis. Journal of Communication and Computers, 83-92. http://web.a.ebscohost.com.indianapolis.libproxy.ivytech.edu.allstate.libproxy.ivytech.e du/ehost/results?sid=acc8dfe6-4350-4f34-86e7- e07d6743bb76%40sessionmgr4003&vid=19&hid=4112&bquery=varney%2c+W+(201 +the+briar+around+the+strawbeery+patch%3a+toys%2c+women%2c+and+food&bdat=J m
Innes, S. A. (2001). Kitchen Culture in America: Popular Representations of Foods, Gender, and Race. Philadelphia: University of Pennsylvanian Press. http://books.google.com/books?id=Ik7w8jQhzHMC&pg=RA5-PA266&lpg=RA5- PA266&dq=inness+s+kitchen+culture+in+america&source=bl&ots=uZiyynxx1T&sig =m7IbxL4jXR7nMeHOpaXEX_TCGzk&hl=en&sa=X&ei=JNX7UtinJomfkQerhYGwD A&ved=0CDsQ6AEwAw#v=onepage&q&f=false
Mack, A. (2007). Food Is Love: Food Advertising and Gender Roles in Modern America. Journal Of Popular Culture, 40(2), 393-395. doi:10.1111/j.1540-5931.2007.00393.x http://web.a.ebscohost.com.indianapolis.libproxy.ivytech.edu.allstate.libproxy.ivytech.e du/ehost/pdfviewer/pdfviewer?sid=03c57104-b43d-4d0e-b664-
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    'Company Town: Seduced By A Juicy Burger'
    • 141 Words
    • 1 Page

    'Company Town: Seduced By A Juicy Burger'

    For the last several years, fast food resteruant Carl’s Jr. has been implementing an advertising campaign that any regular TV watcher would find themselves being familiar with. The commercial is simple: an attractive young woman, preferably a model, wears something seductive and eats a Carl Jr.’s product while moaning. In Dan Neil’s article “Company Town: Seduced by a Juicy Burger” published in the LA Times in 2009, he jokingly criticizes not only Carl’s Jr., but other fast food giants that have employed a similar advertising strategy. Neil finds himself conflicted by the commercial featuring model and cooking show host Padma Lakshmi. These over zealous commercials have become nothing but the norm, nevertheless, Neil wonders if it has gone…

    • 141 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Better Essays

    Tv's Gender Roles
    • 1818 Words
    • 8 Pages

    Tv's Gender Roles

    In the 21st century, women must have a career and job to support a family compared to the 1950’s when women had the choice to be a stay at home mother or have a career. Spigel states, “Like Donna Reed, who sacrificed her nursing career for life with Dr. Alex Stone […]” (Spigel 224), the author is indicating that most women during the 1950’s decided to be a homemaker because that was what society expected of them. Television emphasizes and values the role of the ideal wife and a homemaker. Furthermore, The Donna Reed Show illustrated wives to be marginal at home and central to the economy. Haralovich states, “In her value to the economy, the homemaker was at once central and marginal” (Haralovich 70). Basically, women’s labor in the home was highly valued and was given social satisfaction by consuming products to live the suburban American dream. However, women roles from today have changed due to the shift in gender roles in the American society. The “Study Date” episode of Good Luck Charlie is a perfect illustration of an ideal wife and women in today’s society. For example, Amy has to work, take care of her family, by cooking and cleaning. There is now a huge pressure for women to go to college, get a career, and to get married and raise a family. Some women now are breadwinners and some men are stay at home dads. Due to economic pressures from society, both spouses have to work to maintain…

    • 1818 Words
    • 8 Pages
    Better Essays
    Read More
  • Good Essays

    Gender Roles In The American Family
    • 507 Words
    • 3 Pages

    Gender Roles In The American Family

    The family that most of us think of when we say “average American family” is the Dunphy family, which consists of parents Phil and Claire and their three kids Haley, Alex, and Luke. Claire’s character in the show is stemmed from the stereotypical housewife that the media has placed upon women in general along side women in relationships. This stereotype stages women as weaker and subordinate to men, because the women do not financially provide for the family it automatically gives the men power over the household. Claire’s identity is made up of these types of characteristics such as motherhood, family orientation and domesticity. We also see instances where the gender stereotype actually switched sides. For instance, in the episode “Phil’s New Car,” Phil’s task for the day is find and purchase a new vehicle for the family per Claire’s instructions. Even in the first few moments the show is…

    • 507 Words
    • 3 Pages
    Good Essays
    Read More
  • Powerful Essays

    Gender Stereotypes In Media
    • 1186 Words
    • 5 Pages

    Gender Stereotypes In Media

    Stereotypes are evident throughout all forms of media. Television shows and movies in particular use stereotypes to eliminate the details of a character, this allows the audience to know them without needing to spend vast amounts of time developing the character. However, stereotypes often create characters that poke fun or marginalize the group the stereotype represents. Since media stereotypes are used so often, the same stereotype being repeated over and over again, they become the only way an audience views the marginalized group. Stereotypes can have many different effects on the ways the real being marginalized in the stereotype live: they may feel ashamed to branch out from activities defined by their stereotype, they may be forced…

    • 1186 Words
    • 5 Pages
    Powerful Essays
    Read More
  • Good Essays

    Pep Cereal
    • 793 Words
    • 4 Pages

    Pep Cereal

    The Kellogg’s Pep ad uses stereotypical gender roles to encourage the consumer to buy their product. The ad portrays a handsome man dressed in business attire coming home to his wife. The style of his suit and general presentation of the husband hints towards the widely accepted idea that it was the man’s job is to be the breadwinner and provide for his family. The husband in the advertisement fits the hegemonic model of masculinity, the exclusive idea of maleness and its reinforcement of certain characteristics (O'Brien & Szeman, 2010). The stereotypical wife is dressed in a conservative yet stylish dress covered with an apron and accessorized with a feather duster. Her appearance complies with the role that was believed a woman should fulfill; beautiful and well-kept while also being the perfect housewife. These husband and wife gender roles were widely accepted during the 1930-40’s, causing Kellogg’s to use them in their media advertisements. They were not just selling cereal; they were selling the consumer the idea that they would become these idealized…

    • 793 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Television Sitcoms Influence on the American Dream
    • 1146 Words
    • 4 Pages

    Television Sitcoms Influence on the American Dream

    A typical example of the stereotypical family is ‘The Brady Bunch’ who showed us how two separate families could come together as one caring for each other and having a home that was sparkling clean with a housekeeper to help the eternal stressed mother, Carol. Mike, the father, came home after a long day to a three course meal with his beaming wife and children gathered around the table. Was this what Americans perceived as ‘normal’?…

    • 1146 Words
    • 4 Pages
    Good Essays
    Read More
  • Good Essays

    Sexism in Media
    • 665 Words
    • 3 Pages

    Sexism in Media

    When sexism meets the media, what happens? I’m not sure I could give a straight answer myself, because the result is so artificial and chaotic. But I do know the two congregate far too much. It would be safe to say that the American government, who work to serve the supposed land of the free, have deemed sexism as a form of prejudice. So, why is it an issue that still seems to sneak up in our culture almost everywhere you turn? I say, “sneak” because sexism in the media works in sly ways; we are raised up on it, making it harder to recognize. But in no way is sexism ever acceptable. It is one of the most evil and perplexing forms of prejudice, because it is not even a matter of humans abhorring other humans. It is organisms discriminating against other organisms. And if that is not enough, sexism shows intolerance for a group that is literally vital in existence if we want a species to continue to survive. Now, how is that rational?…

    • 665 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Ad Marketing- Gender Roles
    • 1293 Words
    • 6 Pages

    Ad Marketing- Gender Roles

    Women / mothers are more likely to be watching television during the day, therefore advertisements tend to target the typical American housewife(Craig 1992, 209). During soap operas commercials go beyond matching a product aimed at a housewives particular needs, they portray stereotypical roles they should sustain. Daytime advertisements on television tend |to portray men in stereotypical roles of authority and patriarchal dominanceX, while women are associated with traditional roles of the American housewife(Craig 1992, 209). Females are shown maintaining the perfect household, with their primary goal being to take care of their husband and or family(Nemi 1997). Housewives are seen as happy to serve others and to relinquish their spare time and personal needs; all in an effort to insure that their families feel loved and cared…

    • 1293 Words
    • 6 Pages
    Good Essays
    Read More
  • Good Essays

    Hidden Impact of Advertisements
    • 1114 Words
    • 5 Pages

    Hidden Impact of Advertisements

    To live in America is like living in a world where the dynasties of fast-food companies and advertisements have changed the mentality of people. Particularly, most Americans tend to be driven to many displays shown on marketing billboards and media ads. In contrasting two essays from three different authors, Susie Orbach writes about the reality that many women face with problems of obesity, overweight, social roles, and sex-stereotypes in the US. On the other hand, collaborating together, Carrie Freeman and Debra Merskin write about the surprising connection that advertisements associate meat with men, they present evidences on how media ads portray men and how gender-roles have played an important part in the culture of America.…

    • 1114 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Making Sense of Advertisements Daniel Pope
    • 8330 Words
    • 34 Pages

    Making Sense of Advertisements Daniel Pope

    Presbrey, Frank. The History and Development of Advertising. Garden City, NY: Doubleday, 1929. A celebratory history by an advertising man. Although it lacks a scholarly approach, it is full of information and contains many illustrations. Scanlon, Jennifer. Inarticulate Longings: The Ladies’ Home Journal, Gender and the Promises of Consumer Culture. New York: Routledge, 1995. An intriguing recent study that stresses the gendered nature of consumer culture. Scanlon demonstrates that advertisements—as well as the fiction and advice in America’s first mass-circulation women’s magazine—portrayed a society where women would find meaning and satisfaction in their lives through consumption. Schudson, Michael. Advertising: The Uneasy Persuasion: Its Dubious Impact on American Society. New York: Basic Books, 1984. Schudson, an historical sociologist, raises significant challenges to those who see advertising as an all-powerful social force. Strasser, Susan. Satisfaction Guaranteed: The Making of the American Mass Market. New York: Pantheon Books, 1989. Strasser places the development of national advertising in its marketing context, stressing its role in the development of mass produced, standardized products.…

    • 8330 Words
    • 34 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    In what way does media contribute to gender roles?
    • 416 Words
    • 2 Pages

    In what way does media contribute to gender roles?

    Gender stereotypes are created because of mainly two reasons, first reason is to rapidly establish a recognition towards a diverse and general group of people, which in this case are the two genders. Second reason is to portray a suitable image for the function of society and subconsciously affect people's behaviors. From these two reasons, media uses different methods to use gender stereotypes as a way to reach its target.…

    • 416 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Good Essays

    santa essay
    • 951 Words
    • 4 Pages

    santa essay

    In this present day it is rare that you won’t find a television in a family home. Even though most people do not consider television a major part of their lives, it is an inescapable part of popular culture. There are many modern programmes that represent the family life such as the Simpsons and Outnumbered (BBC1). These programmes show us what families look like and make us create an ‘ideal self’ for the different roles in the family. However, family representation on TV can create warped role models of each family member and delusional expectations on how parents should treat their children, how families should resolve problems and what an ‘ideal’ family is.…

    • 951 Words
    • 4 Pages
    Good Essays
    Read More
  • Better Essays

    Traditional Family In A Post Modern Society
    • 2421 Words
    • 7 Pages

    Traditional Family In A Post Modern Society

    This image of family would have been very accurate if it was based families around the 20th century as it was considered to be the norm, to get married and have a family with males and females playing their respective biological roles.…

    • 2421 Words
    • 7 Pages
    Better Essays
    Read More
  • Good Essays

    Traditional family and modern family
    • 467 Words
    • 2 Pages

    Traditional family and modern family

    The years pass and with them the cultures and lifestyles have changed .The traditional family that was dominated for many years now became modern family. This type of family with freedom and equalities. In modern families women are strong and can do jobs that men do and where men care for children and help with housework.…

    • 467 Words
    • 2 Pages
    Good Essays
    Read More
  • Good Essays

    Gender and Media
    • 1683 Words
    • 7 Pages

    Gender and Media

    Any understanding of everyday life and experience at the beginning of the 21st century must…

    • 1683 Words
    • 7 Pages
    Good Essays
    Read More

Related Topics