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Communication and the Media - Assignment One - Topic One In western society stereotype is commonly placed onto what Anglo-Saxons believe that they are not normal to their culture Fundamentally the media also play a part in how people think and generalise a group of individuals based on the others gender race religion hair colour and so forth This essay will discuss the stereotype that is reinforced in specific print and broadcast media representations concentrating on three examples of gender-roles blondes and African-Americans and what it tells about dominant ideologies Firstly we have fixed beliefs opinions and attitudes that individuals hold about typical characteristics of female and male gender roles These may relate to personality where males are tough and intensive while on the other hand the females are usually the weak and sensitive Williams La Rose Frost 1981 A popular example of this is in the television series of The Simpsons an American cartoon series In The Simpsons the man ie Homer Simpson is portrayed as a drunken obese ogre who is stupid and doesnt know how to behave appropriately or be a proper father figure to his children The woman Marge Simpson the wife and mother of three children however is portrayed as a sensible musically orientated and fun-loving person Jorian 1997 Furthermore Gunter argues that there are two major traits to female stereotyping firstly there is a severe under-representation of women in action-drama films in terms of actual numbers relative to the males Secondly even when women do appear they tend to be portrayed only in a very selected range of roles An example of this the James Bond movie The World Is Not Enough where he is the witty handsome hero while the female actress is portrayed as the helpless victim even though she plays the role of a professional nuclear scientist Moreover women were more likely than men to be presented as product users in
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