The document discusses gender socialization and the role of mass media. It makes the following key points: 1) Gender socialization is the process through which people learn appropriate gender roles and behaviors based on their sex. It occurs through various social agents like family, schools, peers, and mass media. 2) The mass media plays a powerful role in socializing and reinforcing gender stereotypes. It often portrays women and men in traditional and sometimes limiting roles. 3) However, gender roles are changing in many societies as ideas of masculinity and femininity evolve and women and men have more equal opportunities and representations.

2. KAHIF BASHIR HASHMI
ANJUM ZAHID

3.  Socialization is a process of social
interaction through which people acquire
(1) personality and identity and (2) the way
of life of their society.
 Through socialization, we internalize the
culture of our society.
 The result of successful socialization is that
the world becomes so comprehensible that
we can take it for granted.
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4. 4
YOU
AGE
FAMILY
WORK
MASS MEDIA
SCHOOL
PEERS

5. SOCIALIZATION THROUGH THE MEDIA
This icon indicates television programming for children
age 7 and up, with fantasy violence.
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6.  process of learning the social expectations
and attitudes associated with one's sex.
Sociologists explain through gender
socialization why human males and females
behave in different ways: they learn
different social roles. For example, girls
learn to do different household chores than
boys; girls learn to bake and clean, and boys
learn to mow lawns and take out garbage

7. Gender Socialization
 Occurs through such diverse means as parental
attitudes, schools, how peers interact with each other,
and mass media. Sometimes gender roles lead to
inequality; for example, women's social roles were
once more restricted regarding politics, and prohibited
women from voting. Some researchers believe that
biological differences underlie some behavioral
differences between males and females; others
disagree.

8. Gender Socialization
 Refers to the process of learning
“appropriate” gendered behavior through
agents of socialization.
 Though gender roles have changed, they
remain prevalent and powerful.
 Studies show that even parents who do not
believe they are socializing their children
according to gender are, in fact, doing so.
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9. GENDER SOCIALIZATION
 This process has been found to begin
before birth.
 Parental presence and behavior play a
role in gender socialization.
 Toys, television, movies, and even
books also contribute to differential role
construction.
 Cross-culturally, it is okay for girls to
choose boy toys, but not vice versa.
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10.  Create, manage, and control impressions of what is
deemed important and real
 May inadvertently perpetuate stereotypes
 May teach individuals to become obedient consumers
 Exert powerful socializing influence but effects
difficult to measure
 Most effects impersonal and transmitted in one
direction
 Research on effects of violence in mass media debated

11. Research into influence of media
 McRobbie – 1970s found that girls magazines
tended to encourage romance and ‘keeping a
man’ often through domesticity.
 Currie (1999) found dramatic increase in
emphasis on beautification. Concept of
‘slimblondeness’
 Rutherford 2000 onwards - Growth of male
magazines FHM, Loaded etc. and focus on body
image.

12. The Mass Media
 Magazines for teenage adolescents encourage
them to concentrate on appearance and
romance rather than on education and careers;
 Women’s magazine’s are apprentice manuals for
motherhood and domesticity;
 Adverts continue to show women
disproportionately in domestic roles and
emphasise their physical looks and sex appeal at
the expense of ability and personality;

13. MASS MEDIA
 Children learn a lot about gender from the mass
media
 Males and females are portrayed differently
 Female characters are sexualized, even when they
are portrayed in serious roles such police officers,
nurses, doctors, and lawyers
 Men on TV are portrayed as heroes and problem
solvers

14.  As the media continues to represent men in
advertisements more than women, our society
continues to respect and represent men more than
women in every aspect of our daily lives. Women
continue to be paid less at certain jobs, and experience
more discrimination than men.
 men are more present in television commercials than
women these trends are one measure of how society
views women and men.
 male voice-overs occur approximately 90% of the time,
and there is unequal gender representation in
commercials.
 there is a greater use of female product
representatives for domestic products and… male
product representatives for nondomestic products.”


15. MASS MEDIA

16. The Future of Gender Roles
 Ideas about characteristics that are traditionally
associated with men (aggressiveness, independence,
strength) and women (nurturance, passivity,
emotions) are changing.
 Both sexes are considered equal, and women and
men may pursue the same occupational, political,
and domestic roles.

17.  Gaining power through its influence in
Society
 Different media houses trying to gain
monopoly
 Freedom of media in democracy
 Responsible or not???????