Media, Gender, and Identity

We are without a doubt victims of branding, advertising, and media. I feel like tradition is established when the majority of society agrees on one societal issue. These “issues” are usually things like gender roles and social status. Media has always influenced the way in which women are perceived in comparison to men, or how homosexuals are perceived in comparison to heterosexuals. Gauntlett states “the traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons. Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity.” I definitely agree with this statement and it is exceedingly obvious that gender categories have been changed/blurred/shattered, due to the change in traditions. Women are more independent and successful than ever before. I know more single women than I do who are married or in a relationship. My cousin is a thirty-two year old female who has one of the highest paying positions in a pharmaceutical company, and is happily not married or in a serious relationship. She gets what she wants and swallows men up whole. She chooses to defy the gender roles and does a damn good job at it. If she were living in the 1960’s I’m sure her life would be a lot different because the media would dictate her role in society. If it wasn’t for all of the “girl power” and the emphasis on women being independent in the media, then I’m sure many of the women who are successful today would be in a totally different place in society. As for men in crisis…it’s about time that advertising and media give men a run for their money. They’re really not in crisis though; they are just shifting to the new modern gender roles that society has created for them.

I agree with Gauntlett’s statement when he says, “the media disseminates a huge number of messages about identity and acceptable forms of self-expression, gender, sexuality, and lifestyle. At the same time, the public have their own even more robust set of diverse feelings on these issues.” Mass media and audience power are almost equal (in today’s society, maybe not generations ago) As humans we still feel the need to “fit in” and be accepted, but with the ever-changing ideas of sexuality and identity, almost everything is accepted.