Gender Stereotypes Since The 1970's

What is it that drives commercials towards their target audience? Commercials can be for a certain age, race, and sometimes even a certain gender. Pop culture has influenced the minority groups and shed light to women 's rights or so it was thought. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards a particular gender. What is interesting is it shows a false image of the opposite sex to the audience being portrayed toward their preferences. It is the image the audience wants to see that appeals to them. This is all in an attempt to sell their products and take advantage of our desires and anxieties. Craig shows commercials brings gender norms that produce the ideas of what a man’s man and a woman’s woman which is why he would agree with Shaffer because it promotes an old way of thinking.

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.

What is it that drives commercials towards their target audience? Commercials can be aimed toward certain age, race, along with certain gender groups. Pop culture has influenced minority groups and shed light on women 's rights or so it may seem. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards male and female audiences. Interestingly enough these tv ads deliver a false image of the opposite sex to the audience catering to their preferences. It is the image of what the audience wants to see that appeals to them. This is all in an attempt to sell products and take advantage of our desires and anxieties. Craig shows how commercials bring gender norms that produce the stigmas of a man’s man and a woman’s woman, which makes it apparent that he would agree with Shaffer because it promotes an old way of thinking.

Life in the 1960’s consisted of many deep cultural changes; especially when it came to a change in gender roles and stereotypes. For woman, society was set on a believing that a their overall goal in life was to be married, have lots of children, and devote their life to be 100% dependant on their husbands. On the other hand, men had to be the provider and the rock of the family. This all changed when The Civil Rights Act of 1964 ensured that people of all colors, races, and gender could not be discriminated against in employment thus females were entering the paid workforce head on. Men also started to learn more about being a caregiver and became stay at home dads. Both Walter Mosley and Raymond Chandler help convey this representation of gender roles, gender as a category and gender stereotypes in the 1960s through their written works.

For thousands of years, established gender roles have been a part of our society. Women are commonly known as sensitive, emotional, or passive. On the contrary, men are described as rational, competitive, independent, or aggressive. Believing women are more emotional than men is stereotyping. However, the stereotype is not entirely untrue. Development of gender roles is often conditioned more by environmental or cultural factors than by hereditary or biological factors. The development of gender roles between men and women involves the inference of peer community of each gender, the communication style of male and female and the intimacy or connection level of men and women.

#1. After reading chapter one of the text book the thing that I came away with that surprised me the most was the information about the races listed on the United States Census survey. Even though I have filled out two of them in my nearly 40 years of life it never clicked that there were so few options to pick from. Working with the public has me interacting with people of innumerable racial backgrounds; for example, in a few years when the 2020 Census goes out to the, for example, numerous Indian-American (India born not American Indians) who frequent my place of business will have to select from, as the book says: “The US Census Bureau identifies five races: White, Black, Asian, American Indian, or Native Hawaiian” (Diversity and the College

Whether it is watching a show on the television at home, or being outside in the real world, it is pretty self explanatory that every person wants to feel represented and supported, felt like they are noticed or acknowledged in today’s society. No one wants to feel as if they are an outcast or are inferior to someone or some group. Lately, there have been cases of certain groups of people being excluded from TV. Specifically, African American women. Is this really just a coincidence, or is something going on? Does TV really represent the diversity of Americans yet? It is evident that TV is not that diverse, but should be more diverse because people should be integrated with each other instead of separated, it forms stereotypes, and because

Contemporary popular culture influences the general publics perception of gender and family in modern society, this gives the filmmakers and show runners and incredibly powerful and socially responsible position. Not only is there a pressure to produce good content, but in these changing times it is unequivocal that representation is on the forefront of their minds. Unfortunately to many people of color, women, and those who identify as non-binary, this responsibility is not met.

It has been said that girls are more likely to think that women are less likely to be geniuses then boys. This is because scientists have done a study on when sexist stereotypes starts and they have concluded that these stereotypes emerge at an early age. This article is mainly talking about how scientist have found the earliest emergence of sexist attitudes emerge at the early stages of school. As girls grow up around the ages of 6 and 7 they tend to stop thinking that their gender can be “really, really smart” but in boys this overconfidence grows. This article is saying that as kids grow up the stereotype that men are at a higher level intelligence over a women is more likely because of the environment that the children are exposed to. An

Question: Are Gender Stereotypes still present in Popular culture? (give reasoning with TV show, Magazine, music video, ect.)

Throughout the twentieth century women find it an uphill struggle to gain formal equality with their male counterparts. Women have taken to the forefront in starting their own businesses yet they trail far behind their male counterparts in positions of corporate management. Women are continuously faced with discrimination in the market place and the opportunity for self-advancement is stark. They are tied to inferior positions, and are segregated to two roles: primary responsibility for domestic affairs as well as for their work outside the home. Henceforth, the stigmas surrounding the role of the woman affect the female experience as they are pressured to be the primary caregivers yet are made to feel isolated in a hegemonic society. This

For some people its the catchy jingle that catches their attention. For others it may be the famous celebrity that appears on their screen. Some people are even drawn in by the corny catch phrases and over dramatic acting. No matter the case, companies tend to spend billions of dollars in advertising, pursuing customers to buy their “must-have” products, and spending whatever money necessary to get their messages across to those watching. Throughout the years, marketing executives have realized that they must refine their commercials and target buyers based on gender. Advertisements on television have exposed images which are stereotypical representations and somehow have been constructing cultural ideas about gender along the way.

Finally Advertising on Television is the most rooted in gender stereotyping. Men are mostly portrayed as bumbling fools, unable to follow directions, and are tough or athletic. Whereas, women are mostly portrayed as sex objects, home maker, but now we are seeing women portrayed as athletic in sport commercials. One recent commercial for Comcast, depicts the wife making breakfast, fixing lunches, getting her kids and husband out the door on time. This depicts women as home makers, and men as children who are not capable in preparing their lunch and getting to work on time without the help of their wife

There are several different forms of stereotyping that media commonly attends to. First, one of the most popular forms of stereotyping involves being male or female. During a Sunday during the fall and winter, most sports fanatics like to watch the National Football League and root for their favorite team. During this time, most commercials are geared towards men with products such as men’s razor blades, body wash, or vehicle advertisements. For example, in the Chevrolet truck ad, “My Truck”, several men are interviewed about how their Chevrolet truck is useful to them. The majority of these men are portrayed as being rough and tumble outdoorsmen who need a reliable truck to get them through the work week. None of the people interviewed were women. A man who earned a living as a cowboy, Ronnie Lee Osterholt, said, “Hot, cold, blizzards- the only thing that has ever outlasted this truck is the license

Society can put unrealistic expectations of reality into individuals from a very young age. As soon as a child can begin to comprehend what is going on around them, they are shown movies of perfect society’s and perfect marriage. So, as they grow older, this is what they expect life to be like. Then, when they finally reach a certain age they begin to wonder why life isn’t going the way they thought it was going to go. The picture that the media and movies portray of life and how one is supposed to look can make individuals put outrageous expectation on themselves in order to be “normal”. Nobody feels those expectations more than females growing up do. Women are oversexualized and kept inferior to their male counterparts and this can affect