Ch 9: Influence of media

• Gender and media in general
• Gender and film
• Gender and literature
• Gender and magazines
• Gender and advertising
• Gender and language and communication
• Chapter reflection:   The effect of grammatical gender

• Describe how gender is represented and constructed across various media forms including film, literature, magazines, advertising, and language.
• Analyze common gender stereotypes and tropes present in media content and their impact on audience perceptions.
• Evaluate how different media formats reinforce or challenge traditional gender roles and expectations.
• Examine the ways gender influences language use and communication styles in media and everyday interactions.
• Identify the role of media in shaping cultural understandings of masculinity, femininity, and non-binary identities.
• Critically assess the influence of gendered advertising on consumer behavior and societal norms.
• Explore the historical and contemporary shifts in gender representation in film and literature.
• Discuss the implications of gendered media portrayals for identity development and socialization.

In this chapter we discuss how gender operates in and through the media.  In doing so, we’ll explore a range of media, such as film, literature, advertising, and language, and examine how they help shape our understandings of gender.

Let’s begin with a quick thought experiment. Think about the last movie, show, or even advertisement you saw. How was gender portrayed? What kinds of messages, whether obvious or subtle, did you notice about masculinity, femininity, or non-binary identities? Was it stereotypical? Did it challenge norms?   These questions might seem simple, but they reveal a lot about how deeply media influences and informs our views on gender.

A key idea is that media doesn’t just reflect gender roles, it helps create them. Media acts both as a mirror of society and a maker of cultural norms.  What we see on screens, read in books, or scroll past online--these aren’t just passive images. They actively shape what we think is ‘normal,’ ‘natural,’ or ‘acceptable’ in terms of gender.

Gender appears across different types of media, each with its own rules and effects. In film and literature, narratives construct gendered characters and relationships. In magazines and advertising, images and slogans tell us what it means to be ‘manly’ or ‘feminine.’  And language, whether in media scripts or everyday conversation, plays a big role too. It often encodes gender norms in subtle ways.

Think for a moment about some of the common gender stereotypes we see portrayed in media. Think about the ‘damsel in distress,’ the emotionally unavailable tough guy, or the ‘sassy gay best friend.’ These tropes are repeated over and over. And while they might seem harmless or even funny, they shape how audiences think people “should” behave based on gender. That has real consequences, especially when certain identities are constantly reduced to clichés or left out altogether.

Media can work in two directions. It can reinforce traditional gender roles by showing women as caretakers or men as leaders, for example. But it can also resist and challenge these norms.  Recent examples might include shows like Pose, which centers queer and trans characters of color, or even the 2023 Barbie movie, which pokes fun at gender stereotypes while also examining them critically.  A key take-away is this: media restricts gender roles and sometimes pushes back.

Let’s not forget about language. The way people talk in media and in real life often reflects gender expectations.  For example, media may portray men as more assertive or direct, and women as more emotional or polite. These patterns don’t just reflect social norms—they help reinforce them.

Furthermore, advertising is one of the most powerful forces in shaping gender norms. It doesn’t just sell products; it sells ideals.  Even simple things, such as pink razors for women or rugged trucks for men, aren’t just branding decisions. They’re messages about how people of different genders should act, dress, or even smell.

Of course, gender representation isn’t static; it changes over time. In the 1950s, media often promoted rigid, binary gender roles. In the ’90s, we saw a wave of ‘girl power’ and some shifts in how masculinity was portrayed.  Today, there’s more visibility for LGBTQ+ and non-binary identities, though that visibility is still uneven and sometimes controversial.  Part of our task is to trace how these shifts have happened—and to ask why.

Purpose:  The goal of this activity is to analyze gender representations across different media types and reflect on their impact, then creatively challenge traditional portrayals.

Materials Needed:

• Clips or images from films, literature excerpts, magazine covers, advertisements, or language samples (can be printed or digital)
• Worksheets with guided questions (based on discussion prompts)
• Art supplies or devices for creative work (optional)

Step 1: Divide into Media Focus Groups (10 minutes)

• Split the class into small groups (4-5 students each).
• Assign each group one media category to analyze: Film, Literature, Magazines, Advertising, or Language/Communication.

Step 2: Analyze & Discuss (20 minutes)

• Provide each group with relevant media examples from their category.
• Ask groups to discuss and answer guided questions, such as:
  • What gender stereotypes or norms are present?
  • How do these portrayals influence audience perceptions of gender?
  • Do these examples reinforce or challenge traditional gender roles? How?
  • How inclusive are these representations of diverse gender identities?
• Groups record their findings on a worksheet.

Step 3: Creative Challenge (15 minutes)

• Each group creates an alternative media piece that challenges or expands traditional gender portrayals in their assigned category. Examples:
  • Rewrite a film scene or book excerpt with more diverse or non-stereotypical characters.
  • Design a magazine cover or advertisement promoting gender inclusivity.
  • Develop a short script or dialogue that challenges gendered communication norms.

Step 4: Present & Reflect (15 minutes)

• Groups share their analysis and creative work with the class.
• Facilitate a brief discussion on common themes, surprises, and insights.
• Reflect on how media can shape and be reshaped to promote gender equality and inclusivity.

General Media

• How do different types of media shape societal ideas about what it means to be masculine or feminine?
• In what ways does media influence how people express their gender identities?

Film

• What are some common gender stereotypes you’ve noticed in movies? How do these stereotypes affect viewers’ perceptions of gender roles?
• Can you think of films that challenge traditional gender norms? What makes them effective?

Literature

• How are male and female characters typically portrayed in literature? Are there notable differences in agency, complexity, or roles?
• How can literature provide space for exploring non-binary or fluid gender identities?

Magazines

• How do magazines target and reinforce gender norms through their content and advertisements?
• What messages do fashion and lifestyle magazines send about gender expectations?

Advertising

• What techniques do advertisers use to appeal to specific genders?
• How might gendered advertising contribute to stereotypes or social pressures?

Language and Communication

• In what ways does language reflect and reinforce gender norms?
• How can communication styles differ across genders, and how much of this is socially constructed?

Assignment Overview:

In this 4–5 page essay, you will examine how gendered portrayals in media such as film, television, advertising, social media, or video games shape individual identity development and processes of socialization. You will explore how these portrayals contribute to the formation of gender norms and expectations, and analyze their impact on how people understand and perform gender across different stages of life.

Assignment Prompt:

Part I: Understanding Gendered Media Representations (2–2.5 pages)

• Choose one or two specific examples of gender representation in media (e.g., a television show, film, ad campaign, influencer profile, or video game).
• Describe how gender is portrayed in your example(s). What messages, either implicit or explicit, are communicated about masculinity, femininity, or non-binary identities?
• Discuss whether the portrayals reinforce or challenge dominant gender norms.
• Consider the target audience and cultural or historical context of the media.

Part II: Media, Identity Development, and Socialization (2–2.5 pages)

• Analyze how repeated exposure to gendered media content can influence a person’s understanding of gender roles and expectations.
• Consider how media representations shape identity development across the lifespan (e.g., early childhood, adolescence, or adulthood).
• Address how intersectional factors such as race, class, sexuality, and ability may mediate how individuals interpret or are affected by media portrayals.
• Optionally, reflect on your own experiences or observations of how media has influenced ideas about gender.

Expectations:

• Use at least two academic sources to support your analysis (course readings or outside scholarly material).
• Include at least one specific media example, with detailed description and analysis.
• Clearly define key concepts such as gender socialization, media representation, or identity development if used.
• Write in a clear, analytical style with a central thesis guiding your essay.