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Communications

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Apr 3, 2024

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Running head: [SHORTENED TITLE UP TO 50 CHARACTERS] 1 The Gender Roles and the Affiliation Process in the Media Teresa Tristan March 7, 2022 APMT/440 Dr. Hughes University of Phoenix The Gender Roles and the Affiliation Process in the Media

[SHORTENED TITLE UP TO 50 CHARACTERS] 2 Introduction In one way or another we all have most likely experienced some type of bias in our personal lives. Men and woman alike can experience this but over time but has been seem widely as more of a gender issue that more women have experienced throughout history. One thing, we will look at is what exactly does gender bias mean and how is this portrayed in the media. Also, we will find some ways media can improve on the ways they portray bias and the differences in the way the different genders are treated or portrayed by them. In the simplest of terms gender bias means that one gender is generally picked or preferred over the other gender. Choosing the gender can be on purpose but it has also been found to happen subconsciously by people also. The main form of gender biases most people are aware happens to women in all aspects of their lives from the workplace to their own households. Another more notable area that is continually being brought to everyone’s attention lately is the way women are portrayed or not portrayed in the media. According to a study from J. Walter Thompson’s Female Tribes initiative, 85% of women think the advertising world needs to catch up to the real world when it comes to gender roles, and 66% switch off media when it stereotypes women negatively (Davis, 2019). The first current story I found in an article caught my attention and I found very interesting and important was actually written by Geena Davis. This article was based on events by the author who found while watching videos with her young daughter. She found there was extreme lack of representation of women in the advertisements and if one did that it was negative representation of women. The second story chosen is about how the medias pretrial of gender bias leads younger children to continue those stereotypes.

[SHORTENED TITLE UP TO 50 CHARACTERS] 3 For the first story regarding media advertisements instead of being portrayed the author found an extreme lack of portrayal. In the latest See Jane 2019 Report, we found that male leads still outnumber female leads 2 to 1 in the top 100 family films in the U.S. similarly, male characters speak and appear on screen twice as often as female characters and, unfortunately, this hasn’t improved in the past decade (Davis, 2019). As for the second story, typically men are portrayed as active, adventurous, powerful, aggressive, and largely uninvolved in human relationships (Wood, 1994, pg. 32). While women are viewed as sex objects, that are young, thin, beautiful, passive, dependent, and often incompetent and dumb (Wood, 1994, pg.32). These portrayals are treated the same in both examples because the authors are bringing to light how damaging they are and how they need to be changed. In the last 50 years we have seen major improvements some slow on gender bias or rights issues women have faced. One easy way media can improve in this area is by including more women in more realistic and relatable ways. Geena Davis found YouTube videos uploaded by advertisers featuring at least as many female characters as male yielded 30% more views than other videos, telling us that when advertisers make their creative more inclusive, people watch (Davis, 2019). Obvious other ways can be from assuring there is no pay gap between genders to also assuring in every part of production women can be found in those jobs also. The first step to any issue is awareness. By continuing the fight to bring awareness on issues such as gender bias we can continue to take the steps to fight it. As for every mom with a daughter I hope that one day bias will be a thing of the past for women and there is not any role you can’t find them in. The author of the first article in this paper and founder of the Geena Davis Institute on Gender in Media at Mount Saint Mary’s University motto has always been, “If she can see it, she can be it.”

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[SHORTENED TITLE UP TO 50 CHARACTERS] 4

[SHORTENED TITLE UP TO 50 CHARACTERS] 5 References Davis, G. (2019). What 2.7M YouTube ads reveal about gender bias in arketing. https://www.thinkwithgoogle.com/future-of-marketing/management-and-culture/ diversity-and-inclusion/gender-represenation-media-bias/ Davidson, C. (2016). Five strategies for creating gender equality in the media. https://www.theguardian.com/media-network/2016/jul/20/five-stategies-creating-gender- equality-media . Kocsis, T. (2020). A Critical Analysis of Sexuality Education in the United State. Routledge.

week 3 signature assignment

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