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Cultural And Social Construction Of Gender Stereotypes

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Advertisements Shape Us Everybody is born sexed, instead of gendered. Gender is a social construction which does not flow from the genitalia or any organs. A sex category can become a gender status through naming, dressing, and the use of any other gender markers. In other words, gender is cultural and social, while sex is biological. However, if we are not born to be gendered, where and when do we learn to be gendered? The answer is everywhere and everyday. We learn to be gendered in school, in families, and through media everyday since we are born. We would be shaped to be feminine and masculine throughout the pressure from fellows. For example, boys would be called “faggots” by fellows if they don’t act manly in school (Pascoe 2005). Furthermore, …show more content…

Ritualization of subordination usually involves women and men. In ritualization of subordination, women are usually depicted as lying on the floor or in bed powerlessly, while men stand or sit powerfully. The bodies of women are usually tilted and contorted, while men’s bodies are straight and upright. For example, in the advertisement of Dolce & Gabbana, the woman is lying down on the floor with a man pressing her hands on the floor. As licensed withdrawal, her eyes are closed and her body language indicates that she is not powerful enough to resist against the men. Beside the man who is pressing the woman on the floor, three men stand straight looking at her. The four men are very muscular and strong, while the woman is thin and powerless. The whole picture could be read as a potential gang rape that involves four men and one woman. The ritualization of women being subordination of men is often indicated in advertisements. It’s implied that women passive and powerless, moreover, men are able to perform abuse, violence and oppression towards women. The roles of men and women defined by advertisements may make the audiences think that this is what supposed to be and influence our society very

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