Apart from being an emerging trend, it is now common to seehalf-naked women in the Television commercials. In a rather twist ofevents, marketers found out that creating a sexual appeal in theiradverts would somehow arouse the interest of many viewers. This mediaperspective has worked in the media, as it has donned the images ofskimpily dressed women in televisions, advertisements and the onlineplatforms. They range from commercials to Sitcom comedies. Thecharacters are dressed in what the modern lingo refers to as sexy. Byexploring the images portrayed, this discussion will illustrate howthe portrayal of the media leads to gender stereotyping.
In most cases, men have been known to be lustful towards women, apractice that women abhor (Ritzer 331). On the other hand, the commonstereotype was that women were always shy when it came to matterssex. However, this has been changed by the portrayal of women in themedia today. It is now common to see women lusting for men in TVprograms and movies. For example, it is a common occurrence to seewomen going to a stranger’s house just because he bought her adrink. Some feminists call it sexual liberation. However, most oftoday’s women prefer to uphold their dignity. The media creates thestereotype that today’s women are promiscuous and cheap.
The commercial advertisements in the media have also increased genderstereotyping. Most commercials that want many people to buy theirgoods will use the images of pretty women (Ritzer 345). More oftenthan not, advertisers use female actors to sell goods such askitchenware, cosmetics, interior design, cleaning products, and babyclothing. The same advertisers use male models to advertise itemssuch as cars, building materials, stock markets and sports. Such aportrayal places gender stereotypes on women. Using the aboveexamples, such adverts enhance the stereotype that women are onlygood at cooking and cleaning and they know nothing about cars andstock markets.
According to Reitz, gender stereotyping creates an image of the womanthat the society considers perfect (Ritzer 327). In the filmindustry, the media has created the impression of a pretty woman tobe skinny, tall and blonde. In the movies, men in the cast tend tofall for the perfectly shaped as considered in the media. Suchperfectly shaped women are also portrayed as ignorant of many thingsbecause all they care is about their looks, fashion and designerclothes. She knows that she is pretty and she tries to use it as ameans of getting favors from men and women alike. On the other hand,the overweight woman has no friends and nobody wants to fall in lovewith her. Such a portrayal creates the stereotype that the attractivewoman must be slender, white and blonde. The stereotype is dangerousbecause it causes low self- esteem to the rest that do not fit thecriterion.
Moreover, the media portrayal of women in the media leads to genderstereotyping by influencing the society’s view of the efforts ofwomen fighting for equality. Women have been fighting for recognitionand the end of being seen as sex objects by men. However, suchdepictions in the media suggest otherwise. The portrayal of women assexual objects promotes the stereotype that women are the lessergender and not equal partners to men.
In conclusion, the media influences how the society portrays womenthrough the content that it displays. The media portrays thepreferences of women, which the society takes as a fact. Over thepast, the media has portrayed women as confined to the kitchen andbabysitting, and they are ignorant of cars, sports and stock markets.The media also creates the notion of what an attractive woman shouldbe and who fall in the unattractive category. This depiction does notenhance the agenda of female emancipation, but creates genderstereotyping against them.
Ritzer, George. Introduction to Sociology. Thousand Oaks: SAGEpublications.inc, 2014, Print