This document discusses representations of gender in media. It notes that traditional portrayals of women as sexualized and emotional are still prevalent but are starting to change as women take on more professional roles. It also examines representations of masculinity, which typically portray men as strong, intelligent and independent. However, emerging representations show men as also being emotional and able to take part in domestic roles. The document explores how both genders are facing increasing pressures and unrealistic standards of appearance imposed by media stereotypes.

1. Representations of femininity

2. • Women’s role in society has been required to
change through time, as now women are
required to work in the same field as men.
• However the media still presents women as
sexual, emotional and body conscious,
although the media has also shown the
change within women’s role in society
overtime, such as in the film Lucy where the
lead character becomes a god.

3. In Marxist philosophy, the term dominant
ideology denotes the attitudes and beliefs,
values and morals shared by the majority of
the people in a given society; as a mechanism
of social control, the dominant ideology frames
how the majority of the population think
about the nature of and their places in society;
of being in and of a social class.

5. Representations of Femininity

6. • Women don’t often have important roles
within drama.
• There is still 3x male characters in TV drama
than women.
• Women tend to be the sympathetic characters
within drama.

7. • If women do not conform to the stereotypes,
they are perceived as dangerous and deviant.
• America are much stricter about female roles

8. Female gaze
The feminine view of males and the world.

9. Male gaze
The masculine view of females and the world.

10. Representation of Masculinity
within Media

11. • Masculinity has more fixed stereotypes then
femininity.
• They are usually portrayed as being strong,
intelligent and independent individuals.
• They must be powerful and in control, taking
no orders from women.

12. • Males are usually in power within the media,
so they represent themselves how they want
to be seen.
• The masculinity and power represented
influences more feminine men to be more
masculine.
• The construct of masculinity is then circulated
within the expectations of gender.
• This could be considered as the acts of
patriarchy, which is a system where men hold
the power and women are largely excluded.

13. Emergent Ideology
• The definition of emergent is something new that is being
circulated within beliefs.
• Emergent ideology is the act of new ideas emerging. In
time they may become dominant ideology, meaning that
there is better representation of people rather than the
classic stereotypes.
• An emergent idea about women is that they are strong and
independent, not dependant on the help of males, who
are usually expected to be the strong ones.
• An emergent idea about men is that they can be emotional
and domestic, and play equal roles with women rather
than being the dominant character.

14. Representations of Masculinity

15. Paragraph 1
Men are starting to feel the pressures of the media on body
image and whether or not they conform to the stereotypical
representations. It’s more acceptable for males to show emotion
and this is bringing more awareness to their problems.
• Masculinity
• Muscles
• Weight-conscious
• Not being able to show emotion as it was seen as feminine

16. Paragraph 2
Media has started to specifically target males for products.
Companies are making a profit on their insecurities. They are
expected to aspire to the ‘perfect’ role models that the media
creates. This is unrealistic to our culture.
• Fashion
• Skin care
• Hair care
• Fitness

17. Paragraph 3
There’s growing concern about living-up to the media’s portrayal
of male stereotypes.
• Magazines
• Social media

18. Residual Ideology
Stereotypes that are no longer dominant or believed by most
people anymore. For example, females were expected to stay
home with the children and cook, clean and look after. For
example, males were expected to do all the hard jobs, not show
emotion that would make them seem vulnerable and weak.