Mass media tends to
place men and women into clearly defined gender categories each with its own
set of standards. These gender roles
that media forms can be stereotypical, objectifying and offensive. Images of women in media emphasize their
bodies and sexuality. Women are depicted
as passive and dependent on men rather independent and self-sufficient. Images of men emphasize control, aggression and
even violence. They are portrayed as
powerful and masculine. This objectification
of gender roles through media shapes the way men and women within society tend
to behave and act in everyday life.
Let us consider contemporary music videos and how
they portray men and women, in relation to desire, sex and power.
Especially in music videos,
women tend to be objectified as sex objects.
This is not only degrading to women but also sets unrealistic standards
for the society. Furthermore, one does
not see women over the age of 35 in such music videos or other forms of
media. As George Gerbner explains in
“The Electronic Storyteller”, older women’s romantic and sexual aspects seem to vanish
making them undesirable. This decreases
their visibility in many media forms. These women often play roles of mothers,
witches, evil stepmothers and even grandmothers rather than being portrayed for
their sexual appeal. However, men do not
have such limitations. This makes it
common for older men to be seen with younger women. One example of this would be 43 year old
Jay-Z surrounded by groups of younger women in his music videos. Even though he is in his 40’s, he is still seen
as powerful, confident and successful. Likewise,
Sean Connery’s romantic appeal did not diminish even throughout his movies in
his 60’s. For example, in the movie First
Knight, Connery was 65 and his love interest Julia Ormond was 30. With this objectification of gender, media is
creating “ideal” stereotypes for men and women that can result in unhealthy behavior
and offensive, unrealistic views of individuals within the society.
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