Gender Socialization Of Gender Roles In Advertising

According to the Oxford Dictionary, a gender role is defined as the role or behavior learned by a person as appropriate to their gender, determined by the prevailing cultural norms. In modern day America, gender roles have been slowly dissolving, but nonetheless is still very much relevant. In our society, women have the capability of doing everything a man can do, but, in the eyes of some, women are still seen as the inferior gender. In general, women are still associated with the responsibilities of taking care of the household and the children. They are also perceived as being fragile and submissive. On the other hand, men are associated with being the primary breadwinner and were viewed as being strong and brave. In most civilizations, these associations have been and

In American society today there is an imbalance in the gender income gap between men and women in the work force. Many factors such as discrimination, productivity, educational background and disproportional hours worked contribute to this ongoing challenge. While many are skeptical, others remain to have strong beliefs that women and men are treated equally. In most professions according to Glynn “women only earn seventy seven cents for every dollar earned by men” (2014). Although, the seventy seven cents figure does not accurately reflect gender discrimination, it does capture some discrimination,

Women continue to face disadvantages in the workplace in regards to not receiving equal pay as well. There are many instances where women have the same or more qualifications to do a job than their male counterparts but do not receive the same pay. This difference in pay is not only related to gender differences but also racial differences. Women employees of different racial backgrounds tend to earn less money than their white female and male counterparts. Many women of color often face discrimination when applying to jobs and are overlooked for a position despite having the qualifications to do the work. When they are hired to these occupations they are not receiving the same pay as their white female counterparts. This double bind that minority women face within the work place continues to lead to economic hardships. Regarding women in the workplace in general, due to society’s high regard for men they are often not promoted to positions of authority or receive equal pay because people assume that women are inferior workers. (Buchanan, p205-207)

For the first time in history women had surpassed men in the paid labor force. Yet, instead of provoking an equality among the sexes, the figures play no statistical significance, as women still try to bridge the gap between their inequality among their male counterparts. One apparent setback for women in the workplace is their unequal payment, “Women workers are still paid less than men, currently about-three quarters of mens income if they work full time and year round”(Institute for Womens’s Policy Research, 2010). Although there women are beginning to integrate into vastly male populated jobs throughout the labor force “… women in America today earn 78 cents to a man’s dollar, according to the U.S Census Bureau, and have struggled for decades to achieve pay for equal work” (Riley 2). Not only has this pay gap significantly effected the nature of women throughout the county, it has also violated the bill that Congress passed called the Equal Pay Act of 1963. The Equal Pay Act was signed in order to establish a more sound and equal treatment among the sexes. It noted that an employer was unable to discriminate employees on grounds of gender, yet as figures denote today, this bill seems to not possess enough jurisdiction over the wage gap. The wage gap has contributed to various problems within the United States, especially among single mothers who do not have a supporting male figure within their household.

Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.

Gender roles describe the normative expectations of a culture group regarding the position that both sexes should hold in society. It also refers to the division of labor tasks, differences in behaviors, preferences, abilities; personalities that society expects of specific genders, (Kaiser, C. R., & Miller, C. T. 2009). It concerns the processes of how gender roles socialize and interact with each other in society as a whole and as an individual, (Stockard & Johnson, 1980; Thomas, 1986). Gender role deals with identity and at times are conceptualized as the acceptance and identification with social roles and behaviors associated with

No matter your gender, profession or where you live, you are affected by the gender pay gap. Gender inequality refers to the unequal treatment or perceptions of individuals based on their gender. (NYC Gender, 1). According to the report prepared by the Joint Economic Committee in April 2016, “The ratio of women’s to men’s median earnings – known as the “gender earnings ratio” is approximately 79 percent. That leaves a difference in earnings of 21 percent (or 21 cents on the dollar). This means that the typical woman earns less than $4 for every $5 earned by the typical man.” (Gender Pay, 2). The Equal Pay Act of 1963 made it illegal to pay a woman less that what a man would receive for the job. (Civil Rights, 1). However, we live in a world where women are still discriminated against and often paid less than men for performing the same job. As more and more women are taking on the role of “breadwinner”, the gender pay gap is an issue that needs to be resolved immediately.

Throughout the years, advertisements have influenced and supported the cultural myth of gender roles to society. Advertisements that demonstrate men and women in their traditional roles can affect an individual’s perception. First, they might focus their products on individuals that still believe in traditional gender roles. Second, they might have society talking about the modern approach that the product is being advertised. Various cultures have made men and women believe what roles they should be doing. Unfortunately, many advertisements still show the idea that men are the providers and women are the housewives. However, since today we are gradually adapting and beginning to live in a modern world, the gender role myth is starting to slowly change in advertisements as men are beginning to take on traditional female roles that are considered less masculine and women have adopted male roles. The Le Creuset advertisement supports and rejects the traditional female gender role myth by demonstrating a father and a daughter both taking the position of a traditional female.

The oppression of women through occupationally established sex segregation and the gender wage difference remains an important economic discussion. The overall gender wage gap has fallen significantly since 1890 to its current rate of 21.4%. Women are making great strides increasing their labor market experience and skills. According to the Bureau of Labor Statistics Report 58.6% of women make up the labor force, 50.2% have multiple jobs, and 75.4% of single mothers are in the labor force. Today more women are head of households. Despite all the progress a large gender pay gap still exist. This is not simply a result of women’s choices, but structural, economic and social barriers that limit women’s ability to compete resulting in lower pay.

This essay discusses the representations of women in media and advertising, including the effects they have on individuals in society. Firstly, I will review the literature on stereotypical gender roles within media and advertising. This will include traditional roles such as the housewife, and modern roles such as the sex object. Secondly, I will critically evaluate and examine the effects of these roles on women, and even men, in today’s society. Effects include body dissatisfaction, thin idealisation and, in extreme cases, violence against women. Thirdly, I will aim to make conclusions on whether gender representations and roles within media have impacts on men and women in society.

Men and women in advertisement were not equal but instead conformed to common beliefs about appropriates gender roles and gender stereotypes. In many advertisement women were more likely sexualized more than men. Women were more likely to wear seductive clothing and more likely to be objectified. In most advertisement women were less likely to be presented in working roles and more likely to be presented in recreational

Gender roles are a set of behaviors that indicate that a person should fit in to a category of either being male or female. This is society’s concept of how men and women are expected to behave. These gender roles were commonly accepted before the twenty-first century. Society viewed males as being the main financial providers for their family whereas women were viewed as the maker of the home, raising and taking care their children. Men were expected to be strong, athletic,aggressive,and dominant. While, women were expected to be weak, passive,nurturing,and subordinate.

Researchers have proposed a variety of explanations for systematic gender inequality in the workplace. Cultural benefits, the actions of male employees, the actions of the female employees, and the actions of the employer can contribute to intentional or unintentional gender discrimination (Ngo, Foley, Wong, & Loi, 2003). It has also been mentioned that women make less money because their work environment is generally safer than the stereotypical male work environment; childcare, cashiers, and secretary positions as opposed to firefighters, truck drivers and construction workers (Parcheta, Kaifi, & Khanfar, 2013). Perhaps the most dominant reasoning for women receiving less pay is the carrying over of biological roles into the workplace. Female employees often take time off to have a family, take care of a family, and are the primary caregiver of said family.

The roles of males and females in society have significantly changed, as opposed to the predominant roles in our history. In the modern culture of today, women have begun to break out of the mold that which society has placed her in. This much can’t be said when it comes to modern gender representation in mass media advertising. It can be safe to state that woman are seen as sexual, fragile, exotic—whereas men are portrayed as tough, in control, and aggressive. This trend can be one seen as an inhibitor to the advancement of our culture, because especially for women, it is hard to pull away from the stereotypes that are continuously represented. As examples of the given trend, the following

“The wage gap has narrowed by more than one-third since 1960”(Hegewisch, 2010) and “the share of companies with female CEOs increased more than six-fold” (Warner, 2014) since 1997. As well as the truth that men and women’s earnings differ for many other reasons besides the presence of sexism. “Discrimination in labor market, in education/retiring programs, unequal societal norms at home and the constrained decisions men and women make about work and home issues” (Hegewisch, 2010) are also factors that can contribute to the unequal treatment of man and women in the workplace. Yet even with most of these variables removed women are still being paid less than men, sexually harassed in the workplace and hold very little managerial positions.