Gender Roles Of The Modern Societies

2031 Words Apr 2nd, 2015 9 Pages
Difficulties in differentiating gender roles in the modern societies can be a perfect example of the negative social effects of using stereotypes. A division of gender roles is deeply rooted in the social archetypes. In the past, men have been considered to be the financial providers of the family, and assertive and independent, while women have been portrayed as low-position workers and housewives, responsible for raising children. Nowadays a family model is based on a partnership between the spouses, and the feminist environment has had a significant impact on the change in this situation. They claimed that there should be no distinction between typical masculine and feminine occupations, and that the traits of character should not be assigned to only one gender. Although females and males are still not equal, the differences between genders are not so vast anymore. Nevertheless, many social institutions, such as mass media, still use gender stereotypes, basing on the assumption that they are well known to everyone and help the public understand the content of the message.
Mass media has a great power and reaches large audiences, and affects people’s lives by shaping their opinions, attitudes and beliefs. Although the differences between male and female roles are smaller today, mass media still perpetuates traditional gender stereotypes. The first commercial I watched was a Georgio Armani cologne ad that aired during Dance Moms. In the commercial, there was an in shape man…
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