Gender Socialization : Social Expectations And Attitudes Associated With One 's Gender

Since the emergence of advertising in American culture one thing that has remained constant is the visible truth that men and women are portrayed differently. In consideration to the evolution of man kind gender roles have evolved immensely throughout time, although advertisements have not kept up with this process of evolution. Companies to this day use their tactics and skills to reach out to specific genders such as pretty fonts with a stylish message, while advertisements towards men portray the character as strong and intimidating. The typical viewer can easily spot the difference in the portrayal of genders. Men are portrayed this way because the viewers look up to these characters, they want to be

Gender socialization is us teaching our children what is expected of their gender. Most usually keep girls close and encourage boys to run off and go on their own little adventures. We dress them in different colors, and even have this role that show men as big and strong and a lot of the time women are nice or pretty and just stay out of the way. This isn't my opinion of how it should be, but it's how society tries to tell us we are supposed to be.

Contemporary visual media contributes to the social construction of gender in that the way that men and women are portrayed in advertising is vastly different.

When someone is pregnant, people will usually ask for the sex of the unborn child thus proving that people are socially categorized from the beginning of life and is something that is continued throughout life. One is expected to behave the way their assigned gender is supposed to behave. Gender socialization is when people are expected to act a certain way based on their “gender”. Through the following agents: family, schools, peers, and media, gender socialization is emphasized and made very real in the world today.

Growing up, many Americans ' childhood consisted of playing tag outside, having cooties, and experimenting with as many toys as possible. Hundreds of thousands of toys flood kid stores such as Toys R ' Us, Baby Depot, and KB toys. With imagination, kids are able to become doctors, presidents, and princesses during the contents of one day. Television shows such as Barney or Blues Clues encourage having such imagination, thus inspiring kids to want to become one of the many options stores can transform them into. Walking into a regular toy store, people generally do not dissect the sexism that lays within the aisles, however, when walking in specifically to compare and contrast boys and girls toys

Also, advertisement creates certain standards and guidelines for us on how we view an individual because of their sex or gender differences. Advertisements have set us the norms of how we think instead of us trying to understand something else. In addition, in today’s society advertisement plays a huge role in how we define provocative advertisement, and with this in mind it may create various problems in society. This video suggests that sexism creates an awareness and understanding of me on how social stratification is viewed in society. An example of social stratification categorized some individuals due to their gender, and this reason it may affect individuals everyday life.

According to the United States Department of Labor, 69.7% of men compared to 57.2% of women were participating in the U.S. paid labor force in the year 2013 (U.S. Department of Labor, 2013). But despite this near equality in the rates of participation in the work force, men and women continue to be depicted in very distinct gender roles throughout the mainstream media (Eisend, 2010; Lull, Hanson, & Marx, 1977; Collins, 2011). This gender stereotyping effect is especially prevalent within advertising. Because advertisements in the media frequently rely on gender roles to promote products and services (Eisend, 2010), research examining the effects of gender portrayals in advertising has become increasingly important in the social and behavioral sciences.

Advertising has been engrained in our lives since birth. It is something that is everywhere, whether be on a wall, on TV, or on a billboard on a busy highway. You might not think you are aware of its effects, but it triggers something subconsciously. Advertisement has been sexualized in a way that appeals and affects people in an unconscious level, it may also influence one’s view of gender roles. In the film Killing US Softly, Jean Kilbourne discusses how advertising has changed the way not only women, but also how man view themselves. A woman must look beautiful, be sexy and thin, while a man must be attractive, muscular and powerful to achieve the “perfect look” and in doing so, both gain acceptance.

Growing up in the United States was a blast although, I have noticed that gender role have affected in many peoples lives. Since I am only nineteen years old I don’t have much life experience. Even though I am only nineteen years old I noticed that a lot of roles have changed from early 2000s to now. I believe that equality in genders have improved a lot, not just the United States but, also a lot of countries all over the world. Reading about gender roles throughout the history is very shocking on how women didn’t have the same equal rights compare to men. Up to now their are still stereotypes and equal rights that affect both men and women.

After analyzing the data collected from research, the study determined that gender roles still prevail in advertisements, even after 60 years. The study reveals that women are four times more likely to be represented as sex objects and as traditional housewives than men. The most common stereotype portrayed in advertisements is the occupational status of the two genders. Women are more likely to be placed in household environments, such as stay-at-home moms, while men are more likely to be portrayed as the meal ticket to the family. The stereotyping can be related to gender-related values a society

They found that some advertisers take for granted some ideas of gender and vulnerability which informs their choices in business and creativity. Within others, they found concern about how women would be affected by certain ads but little awareness was held for how men could be affected by these same ads. In the end the research brought to the surface a gender dichotomy, as well as a myriad of different ethical responses toward gendered images they had used. The researchers hoped through further research to create more accountability and professional guidelines toward gender in advertising without having to rely solely on

Advertisements are the tremendous source of gender stereotyping. This is because they are adapted to either the masculine or feminine target. Women are more regularly displayed in ads because they are seen as a credible way for making everyday spending. Men commonly advertise cars, cigarettes, business commodities or investments, whereas women are shown rather in the publications with beautifiers and household

The roles of males and females in society have significantly changed, as opposed to the predominant roles in our history. In the modern culture of today, women have begun to break out of the mold that which society has placed her in. This much can’t be said when it comes to modern gender representation in mass media advertising. It can be safe to state that woman are seen as sexual, fragile, exotic—whereas men are portrayed as tough, in control, and aggressive. This trend can be one seen as an inhibitor to the advancement of our culture, because especially for women, it is hard to pull away from the stereotypes that are continuously represented. As examples of the given trend, the following

to their gender stereotypes. according to gender (Witt, 1997), One study shows that parents expect their kids to act differently. Which means the colors that parents use in clothing, room decor, and toys are one way in which gender role stereotyping is clear. Color provide as a clue to knowledge the

As evident from the generalized patterns found in differences in behaviour and outlook observed between the sexes, it may be tempting, as has been done in the past, to conclude that gender is an unavoidable aspect of human existence as determined purely from one 's genes. Indeed, human physiology is subject to sexual dimorphism; statistically significant differences in brain size and rate of maturation of specific substructures in the brain exist between males and females (Giedd, Castellanos, Rajapakese, Vaituzis, & Rapoport, 1997), yet these physical differences fail to explain how individuals form their concept of their own gender, and why they tend to conform to their perceived gender roles as defined by the society in which they live, when these roles are ever-changing. Thus, it is important to differentiate between the physical and nonphysical traits, and how the labels of femininity and masculinity should not confuse the two aspects. As defined by Unger (1979), “sex” would be used to refer to the biological differences in males and females, while “gender” describes socioculturally determined, nonphysiological traits which are arbitrarily designated as being appropriate for either females or males. With more recent awareness and interest in matters of gender nonconformity and individual gender identity, new research now explains how these concepts of gender are shaped by social influences (Perry