It discuss about Mass media and Gender in Advertisements: what is media, MEDIA CAN RANGE FROM , Gender bias in media, ads for children, dress, food, gender stereotype in social roles, capacities and conclusion

1. Mass Media and gender
in adVerTiseMenTs
DR. C. BEULAH JAYARANI
M.Sc., M.A, M.Ed, M.Phil (Edn), M.Phil (ZOO), NET, Ph.D (Edn)
ASST. PROFESSOR,
LOYOLA COLLEGE OF EDUCATION, CHENNAI - 34

2.  Media and gender refers to the
relationship between the Media and
gender and how representations of
the different genders created for
and by mass media
7/1/2021 Dr. C. Beulah Jayarani 2

3. 7/1/2021 Dr. C. Beulah Jayarani 3

4. Media Can range FrOM
Newspapers
Magazines
Comics
Novels
Cd’s
Music
7/1/2021 Dr. C. Beulah Jayarani 4

5. • Many magazines have sexualized Images on the cover of women
• These days media try to attract its audienceWith the images of
women with little clothing, sexual expression body
language and gesture
• Media areTeaching people and children that these
things are going on this world & what is important instead of
actual importance
gender bias in Media
7/1/2021 Dr. C. Beulah Jayarani 5

6. ADVERTISEMENTS BY THE MASS
MEDIA
 In mass media advertisements, sex
stereotyping tends to be at its greatest
because the intended audiences are
normally either male or female.
 Men are seen in further occupations
than women; women are seen generally
as house-keepers and mothers.
7/1/2021 Dr. C. Beulah Jayarani 6

7.  Men have greater possibilities to be seen advertising car
companies or marketing products
 women are mostly advertising household products. Men
are more likely to be shown outside or in a big business
backgrounds women in domestic settings.
7/1/2021 Dr. C. Beulah Jayarani 7

8. • Most modern TV ads feature boys and girls, but
boys tend to be the dominant ones
• Advertisements aimed at boys portray far more
activity and aggressive behavior then those for girls
and tend to be far louder
• Boys ads contain active toys dramatic music and
sounds
• Girls ads tend to have frequent gentle background
music
ADVERTISEMENTS FOr CHiLdren
7/1/2021 Dr. C. Beulah Jayarani 8

9. • Up to 85% of the characters in TV are
male, even in cartoons
• Ben10
• Tom and jerry
• Batman
• Male role will be strong
• Brave
• Intelligent
• Dominant female role will be physically
weak
• Dependent
• Emotional and caring
CHiLdren prOgraMMes
7/1/2021 Dr. C. Beulah Jayarani 9

10. adVerTiseMenTs
FOr dress
MaTeriaL
7/1/2021 Dr. C. Beulah Jayarani 10

11. 7/1/2021 Dr. C. Beulah Jayarani 11

12. Gender stereotype is defined as the beliefs humans hold about the
characteristics associated with males and females
gender sTereOTYpe
7/1/2021 Dr. C. Beulah Jayarani 12

13. 7/1/2021 Dr. C. Beulah Jayarani 13

14. • Gender involves the differentiations attributed by a given culture
to women and men
• Social roles
• Capacities
• Traits and characteristics
7/1/2021 Dr. C. Beulah Jayarani 14

15. gender sTereOTYpe in sOCiaL rOLes
7/1/2021 Dr. C. Beulah Jayarani 15

16. gender
sTereOTYpe
in
CapaCiTies
Boys are good at Maths, girls are good at
arts
Boys take decision firmly girls Are fickle minded
in decision making And less intellectual.
7/1/2021 Dr. C. Beulah Jayarani 16

17. gender
sTereOTYpe
in TraiTs
and
CHaraCTerisTiCs
7/1/2021 Dr. C. Beulah Jayarani 17

18. COnCLUsiOn
 Studies have shown that
consuming advertisements that contain
ideal body image leads to an increase in
body dissatisfaction, especially in young
girls.
 Regardless of gender, self-objectification
when viewing ideal body images
in media may lead to negative feelings
towards one's body.
7/1/2021 Dr. C. Beulah Jayarani 18

19. reFerenCes
“Gender, School and Society”
 TNTEU – Study Material
 Ram Publications
 Sri Krishna Publications
 Samyukdha Publications
 Google Images
7/1/2021 Dr. C. Beulah Jayarani 19