The reading describes gender with no set definition, as the definition itself is subjective and fluid. Historically, gender was separated into two finite groups, however now, gender has become a more ideological concept with a more acceptance to those outside of being cisgender. However, well reading, it was noticed that while the general public views gender as a non-conforming notion, societal media displays a different view. Within media, such as advertisements, gender norms are continuously pushed onto the eyes of the audience, indirectly influencing their eyes. Things such as the stereotyped colors pink and blue, razors, deodorant, hair care products, body care products, room and home decorations, drinks, food, and dietary supplements are being broadcasted as gender-conforming products. The questions of the matter are, what is the difference between iron supplements for women and everyone else? And why is the bottle different? Why is the difference between plates made for women and for men? Advertisements, as well as the products themselves indirectly conform into gender norms and subsequently push these ideals into the audience. Commercials targeting the “male gaze” to attract costumers, camera angles and clothing choices in televised media insinuate the stereotype that “men are pigs,” and are so small-brained that they will immediately be drawn to something as simple as a pair of women’s breasts. I think that mass media as a whole, whether it be advertisements or televised media, subconsciously push the difference between men and women and therefore continue to push gender norms through their media.
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You make a strong point about the subconscious signaling of gender norms. It reminds me of a presentation I did about feminism in literature where I included a study that had been done sifting through the words associated with cis male and female characters across a large range of fictional novels. The study found common words with men such as strong, lawless, just, whereas women were commonly found with words like barren, chaste, battered. These character traits are representative of the view of the traditional gender roles in society over time that are certainly present in different forms of media. Fiction, however, many times gives us a fantasy life or desired representation of ourselves. In this way, fiction is providing an image of ideal life as gendered.
I completely agree with everything you said. Even though there is more acceptance of those being outside of cisgender in recent years, the media still reinforces gender norms and stereotypes in advertisements. There really is no difference between an iron supplement “for men” and an iron supplement “for women,” except that one bottle could be blue and the other pink. Something very interesting is the “pink tax,” which is a phenomenon where women are paying more for most personal hygiene products than men. When the products are broken down to price per gram, the ones marketed toward women are priced higher than those marketed toward men, even when they are identical products. I think this is pretty harmful because it contributes to the economic inequality between men and women.
Your overview of the reading was very inciteful. You raise some important rhetorical questions I have asked myself while growing up. I found myself asking, “why do materials have to be labeled for men or women?” However, your angle about the commercials that are targeted for the “male gaze” goes both ways. Though the media does try to sexualize a lot of commercials for men, there are plenty of advertisements that picture men shirtless, tight clothing, or utilizing camera angles and models whose bodies set high standards for men. Sexualizing media for either gender is problematic because it creates unrealistic examples to whom people compare their bodies. By trying to appeal to gender, the media seemingly makes it harder to form one’s identity.
I agree with your take on gender in media and think your statement regarding personal view of gender compared to media’s presentation is really interesting. Due to media’s extremely heavy presence in our society, it has an equally if not more heavy impact on both cultural and personal identity. The media is our society’s puppet master, founding what can be acceptable and the “norm”. I think that public alone has a lot of ability to keep open mindedness, but are often hindered by media’s influence in furthering the gender stereotypes which we have continuously seen over the years. I think that media’s presentation of gender can however change over time once we introduce new influencers with diverse background and shift advertisements to a fresher, more modern, lens.
I think your emphasis on the difference between biological sex and gender is very important. It is a common misconception that I see all too often- people mistaking gender for sex and vice-versa. Of course, as you mentioned, there are many gender stereotypes that are associated with being male or female, such as various clothing choices, tastes in music, and hygiene products. However, when it comes to gender, as a society, we are moving away from this binary and are becoming open to a gender spectrum that offers unlimited forms of self expression. By doing this, we can move away from stereotypes and become a more inclusive and diverse society. When the voices of more individuals are heard, society is able to progress culturally.
This response generated a meaningful conversation that addresses some of the nuances of gender stereotypes as portrayed in the media. You continue to recognize the gendered portrayals that tend to follow binary stereotypes as opposed to gendered identity performances that tend toward broader understandings of gender. Part of this is about target market portrayals, which tend toward personas — representative audience segments that may well reinforce gender stereotypes. The use of personas in marketing is currently undergoing critical review, as many (like you) recognize with clarity the stereotypical approaches to gender embedded portrayals.