Media plays a key role when it comes to creating and enforcing social norms and stereotypes, mostly due to the fact that it is so widely consumed and difficult - if not impossible - to escape in the modern age. 

Gender stereotypes, like all stereotypes, contain a truth that applies - or has applied - to a small minority of the people within the respective gender. Likewise, although they are perpetuated by the media, they thrive and exist because society chooses to accept them. 

These gender related expectations are introduced at an early age, with examples of them displayed in abundance through the use of media; in television, advertisements, and magazines to name a few examples. Within catalogues, young girls are seen to be playing with “Barbie”s and other dolls, as well as “playing house” with their easy-bake-ovens, and young boys are presented to be playing with toy cars and their “Action Man” or “GI Joe”. Through the repetitive exposure to these images, children often grow up to believe that dolls are “girls toys” and cars are “boys toys”, among other things. Likewise, it establishes the expectation that girls and women should be able to cook and look after the home later in life.

The problem with the media distributing and enforcing such stereotypes where it is easily consumed by children is that much of what young people learn is determined by indirect influences such as what they see in books and what they watch on television. At young ages, their mind is easily influenced and the media is one of their primary sources of knowledge. Before they even enter a world where they are free to choose the person they want to be, children are taught who they should be.

Furthermore, once these gender roles are established and the consumer is at a more mature age - as a teenager, perhaps, when their thoughts are just as easily influenced - the stereotypes of how each gender should behave, rather than simply what they should indulge in, are exposed within the media targeted at this demographic. Primarily within the use of print media such as magazines, the female gender is represented as usually one of two things: a housewife who is expected to perform domestic chores or a sexual object whose purpose is the service of men. Continuously, women are represented as weak and as a second-class citizen, especially in comparison to men who are portrayed as dominant figures, enforcing the concept of a patriarchal society.

Another example of the way that women are stereotyped as sexual objects can be found in the evidence of the famous “Page Three”, featured in newspapers such as The Daily Star and, most notoriously, The Sun. The page famously features women who have been hyper-sexualised, wearing little to no clothing and posed provocatively. This enforces the concept that women exist primarily for sexual purposes and to entertain a heterosexual male audience. This was described in the theory coined by Laura Mulvey, ‘The Male Gaze’, which explains how women are portrayed as objects whose main purpose lies to attract and serve a heterosexual male demographic and how this teaches women to undervalue themselves and men that they must be attracted to women who are portrayed like this. This same concept is presented throughout most magazines - regardless of the gender of the target audience. Likewise, the images displayed within such magazines create unrealistic, unhealthy expectations that form the beauty ideal within society. Women are taught through the media that they are not beautiful unless they adhere to a certain set of guidelines concerning their appearance and physicality.

Similarly, men are also stereotyped within media. Since appearing “vulnerable” or “weak” is considered to be a trait of women, men are often looked down upon following any sign of “weakness” or emotion. Men who display emotion are often made fun of. Although this is found most often within television and film, this is also expressed with the use of articles. For example, the headline from “Geekenstein” - an online blog - that reads “20 Movies That Even Real Men Cry At” enforces the concept that “real men” are not men who cry often or show signs of emotion. This emotional detachment is associated with masculinity, just as masculinity is also related to machismo, independence, aggression and violence. These expectations can force men to believe that they are not sufficient should they not live up to the macho stereotype. Within the media, this is supported within the number of models featured within magazines, advertisements, and on television who sport muscular physiques and appear strong and well-built.

These trends and expectations of each gender can prove very damaging, affecting the self-confidence of individuals and forcing them to reevaluate their self-worth if they do not fit into the defined gender roles.

There has been much criticism in the press over recent years concerning gender stereotyping - ironically, as they are the ones who are often found to be enforcing them - and even more criticism across social media. Because of this, advertisements that defy gender stereotypes have received considerable media attention. For example, the new Pot Noodle television advertisement that challenges gender stereotypes in terms of occupation.



Stereotypes cannot be escaped and most likely will not be eradicated in the foreseeable future due to their ability to create a standard that is accepted throughout society. The use of stereotypes ensures that brands can effectively communicate with their preferred audiences and offer familiar material that they can relate with. Regardless of this, the use of gender stereotypes in particular can prove damaging to both men, women, and those who are androgynistic. It is oppressing the voices, opinions, and personalities of individuals who are afraid of defying these preconceived ideas of how they should behave and appear and creating unhealthy ideals that young men and women aspire to.