The Portrayal of Women in Mass Media: A Sociological Examination

This report provides a comprehensive analysis of how women are portrayed in mass media, examining the prevalence of stereotypical representations across various channels, including advertising, television, and the internet. The study delves into the sociological perspectives of conflict theory and feminism theory to evaluate how these portrayals contribute to gender inequality, objectification, and biased treatment. The report highlights the underrepresentation of women, the impact of these depictions on societal perceptions, and the need for positive image building to empower women. It also discusses how globalization and digitalization have brought changes in generating awareness among the public, and showcases the role of various campaigns and initiatives to eliminate stereotypical viewpoints. The conclusion summarizes the negative impacts of stereotypical portrayals and the need to empower women irrespective of their background. The report also emphasizes the need to give women opportunities to excel and bring positive changes to society.

THE WRITTEN REPORT

ABSTRACT
This assignment is based on understanding the women portrayal in the society under the
influence of the mass media. It focused on comprehending the viewpoints and perspectives of
people regarding the women participation in all the sectors. This has also highlighted the
implementation of stereotypical images of women in the advertising world on different mass
media channels. It has also elucidated on the performance, portrayal and participation of women
in order to fight against the existing inequalities and gender gap. This also included about the
sociological theories such as conflict theory and feminism theory to explore and evaluate about
the perspectives of people towards the roles and responsibilities of women in the societal levels.
Moreover, there is a demonstration about the need to showcase the positive image building of
women to uplift them and empower them to take care of themselves along with fulfilling the
domestic responsibilities whole heartedly.

TABLE OF CONTENTS
Topic: How women are portrayed in the mass media......................................................................2
INTRODUCTION...........................................................................................................................2
MAIN BODY...................................................................................................................................2
1. Stereotypical Portrayal of women in mass media....................................................................2
2. Different theoretical perspectives towards women portrayal .................................................3
2.1 Conflict Theory......................................................................................................................3
2.2 Feminism Theory...................................................................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6
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Topic: How women are portrayed in the mass media
INTRODUCTION
Mass media is defined as the group of media technologies that reach the targeted set of
people through employing mass communication. Its reach is widespread and is considered as one
of the fastest mediums in today's world. This consists of advertising, television, internet,
newspapers, radio etc. and are mainly categorised into broadcast media, print media and the
internet (Toffoletti, 2016). Its influential power is to shape the opinions and viewpoints in a
neutral manner and maintains the interests of population including elderly, children and women
without any prejudices. This medium is refereed as the watch dogs who works for the betterment
of the world and fight against any malfunction or malpractices. This assignment is based on
reflecting on the portrayal of women in the mass media with the use of theories such as conflict
theory and feminism theory. It also includes a conclusion that highlight the need to promote an
egalitarian society.
MAIN BODY
1. Stereotypical Portrayal of women in mass media
There is a dramatic under representation of women in all the channels of mass media
such as internet, newspaper, television, books etc. It has been demonstrated that there are two
types of portrayal of women in mass media, first is the fictional and second is the news reporting.
Both types are still under the impression of the stereotypical stigmas and make the women look
either good or bad (Campbell,2016). There are no grey areas left and it reflects upon their
version of showcasing the women images in context to societal pressures or cultural differences.
Primarily, women are shown as thin, fair, beautiful, nurturing role of mother on one side and the
other side is always remained unseen or hidden which fails in depicting their aspirations, desires
and wishes. This leads to gender inequality and impact in the form of objectifying women. Such
stereotyping has affected the concept of egalitarian society, however few countries like Russia,
Uganda etc promotes equal participation from both genders.
Nevertheless, its purpose is to give information and interpret data and facts to bring
necessary changes for the welfare of the society. There is discriminating attitude when women
portrayal comes into the limelight. Issues like rape, sexual harassment, scandals, objectifying
women etc. are always being ignored (Easteal and et.al., 2015). This again leads to the negative
stereotypical nature of women and rise of challenges like pay gaps, lack of representation as
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executives in the board in movie making, journalism, defence sectors or inclusion of duties in
government and prejudiced roles of nurturer and home maker. With internet and establishment of
social media platforms like Facebook, Instagram etc. this has accelerated in increasing levels
which brought cases like sexual harassment, violence and rape for teenage girls and women. In
the advertising field or movie world, there are double standards in showing women as sex objects
or in small roles with no influence on the working environment (Allen, French and Poteet, 2016).
Their vote of say is minimal and femininity is refereed as the biological construct and not as the
cultural construct.
However, in recent times, there are several rapid changes due to globalization and
digitalization that has helped in bringing changes to generate awareness among public. There are
several campaigns, initiatives and programs which has been started by the women from all career
sites, areas and countries to make their presence countable and remove the stereotypes (Bruce,
2016). For instance, the UNESCO Women Make the News Initiative brought radical changes
since 2000 and has paved the path of eliminating the stereotypical viewpoints in terms of women
roles and encourage their participation. The focus is on changing the perspectives and the
capabilities for women through constructive policy making to promote substantial roles in
journalism sector (Azoulay, 2019). In addition, the way of advertising has seen a remarkable
change where the women are getting equal share in terms of screen presence, reliability factor
and changing scenarios. Here the magazines like Vogue, Loreal,Grazia etc. are playing crucial
role and moving towards highlighting issues like pay gaps or political debates etc.
2. Different theoretical perspectives towards women portrayal
2.1 Conflict Theory
This theory is defined as the sociological perspectives to learn about the aspects of social
psychology and is based on surviving the competition for the available resources. It shed light on
the economic inequalities and in relation to the unequal distribution of social structure and
political power. Here the portrayal of women is significant to learn about the injustice,
objectification and biased treatment in the household. It acts as the bridge for giving solutions to
the conflicts between women and the entire society (Hogg, 2016). There are four elements that
helped in the application of assumptions in the form of competition, revolution, structural
inequality and war.
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Mass media has helped the public to make general notions about the women and their
contribution. Their inclusion in any operational activity is restricted and is always reviewed with
scrutiny. Women have always been objectified either sexually or psychologically. When
feminism wave was began in the year 2017, people mocked it and criticised about it. The
viewpoints were different from one geographical location to another (Gowaty, 2018). It shed
light on the traditional roles and responsibilities of women and the negative influence of freedom
of right which has been conferred on women to exercise it.
Therefore, this social conflict theory paved the foundation of understanding the non-
economic issues that must be solved to make the women independent in all spheres of life. Their
abilities are indispensable and must be given its due credits to fulfil the responsibilities and
duties under ethical standards.
2.2 Feminism Theory
This is an extension of feminism concept that led towards the need to eliminate the
gender inequality which is prevalent in the society at the worldwide levels. It also highlights
about the other forms of gender inequality and is in relation to the oppression, discrimination,
stereotyping etc. (Price and Shildrick, 2017). Moreover, this feminism wave is based on the
empowerment and development of women to become equal in the eyes of the world. The
advertising world has contemplated the women in the most atrocious ways where they are treated
as the objects of sex or else they have been tagged in the role of a home maker who has taken
births only to give births and act as the nurturers. Their existence is confined in the four walls of
homes and are treated more or else as dependent section in the communities in all around the
world.
Additionally, the women are treated as subordinates whose existence are dependent on
their male counterparts which is inhuman and completely unethical. This notion has been
encouraged from time and again through the world of promoting or advertising any product in
the real life. For e.g. abortion law in Alabama, USA brought criticism from many eminent
personalities form different sectors. The new policies and laws is not only inhuman but also
raised the freedom concept which is equal for all the people (Allen, 2018). One must understand
in today's times that women has more to give in all the areas and must be given opportunities to
shine to bring positive changes for the society's welfare.
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CONCLUSION
It has been summarized that women portrayal in mass media is still in stereotypical ways
which make bias judgements and objectifications to sell any product or service. This has also
highlighted the role of mass media recently in generating awareness about the social stigmas in
context to women. People were behaving and treating women as subordinate or submissive
individuals who has no say or authority to fulfil the tasks. This notion has been changed by the
use of various medium of mass media like television, newspapers and especially the internet.
Twitter led the revolutionary movement of #Me too which brought the world's attention towards
the sexual harassment a workplace in the name of getting promotions or high wages. In addition
to this, both the theories has shed light on the need to give power to all the women, irrespective
of colour, religion, age etc. to move ahead without making any compromises.
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REFERENCES
Books and journals
Allen, A., 2018. The power of feminist theory. Routledge.
Allen, T.D., French, K.A. and Poteet, M.L., 2016. Women and career advancement: Issues and
opportunities. Organizational Dynamics. 45(3). pp.206-216.
Bruce, T., 2016. New rules for new times: Sportswomen and media representation in the third
wave. Sex Roles.74(7-8). pp.361-376.
Campbell, R., 2016. Representing women voters: The role of the gender gap and the response of
political parties. Party Politics. 22(5). pp.587-597.
Easteal, P. and et.al., 2015, July. How are women who kill portrayed in newspaper media?
Connections with social values and the legal system. In Women's Studies International
Forum (Vol. 51, pp. 31-41). Pergamon.
Gowaty, P.A., 2018. Sexual conflict theory. The International Encyclopedia of Anthropology,
pp.1-7.
Hogg, M.A., 2016. Social identity theory. In Understanding peace and conflict through social
identity theory (pp. 3-17). Springer, Cham.
Price, J. and Shildrick, M., 2017. Feminist theory and the body: a reader. Routledge.
Toffoletti, K., 2016. Analyzing media representations of sportswomen—Expanding the
conceptual boundaries using a postfeminist sensibility. Sociology of Sport Journal.33(3).
pp.199-207.
Online
Azoulay, A.,2019. A Fair Reflection? Women and the Media. [Online]. Available
through:<http://www.ipsnews.net/2018/03/fair-reflection-women-media/>.
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