Gender, Gender And Cultural Differences

1955 Words8 Pages
Genderisation is defined as the assigning of a gender identity in regard to social or cultural differences. The issue of genderisation in consumer culture has been a prevalent one ever since the selling of consumer goods and the spending of consumer money itself has existed. However, the conception that each gender has their own predefined identity which is now culturally embedded within society is definitely a more recent development by our subconscious. It cannot be denied that adverts from 1940s onwards can be considered outright sexist but I think the scarier thought is the more present conundrum our society faces through subtle messages defining gender stereotypes in mass media. Throughout this essay I will investigate the evolvement of such preconceived notions of genderisation over time and how this currently impacts upon consumers in our current environment from gender-assigned toys to stereotypical advertising. Toy manufacturers play a crucial role in the embedding of gender stereotypes within society - they are consumed by the idea that girls are born with inherently different passions, hobbies and skill sets to boys. Although it may not seem a monumental decision in your child’s life to either buy them a doll or a train set to play with, studies have shown that the latter has knock on effects in later life. A recent study found that both sexes are still being held back in their careers by outdated stereotypes. The Worldpay Zinc survey which questioned 2,000
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