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The Mass Media Context The mass media which includes films television videos newspapers and comics is a vital part of creating and reinforcing gender stereotypes This is done in anumber of ways Childrens comicsfor example often present women as being pretty helpless and dependant on men They are also usually shown in stereotypical roles such as nurses and mothers A similar pattern is also shown in childrens television Fairytales often either portray women as being either evil or fairly stupid The hero is almost exclusively male In magazines there are often very different stories aimed at men and women Romantic fiction for example is almost always aimed at women Womens Interests sections in newsagents include magazines on cooking health and slimming childcare fashion and weddings This proves that the media encourages women to follows particular role It is not very often that you will finda mens interest section although men more often seem to read magazines classified as General Interest such as magazines about computers DIY and transport Top Shelf pornography magazines are usually aimed at men When women appear in the mass media it is usually in one of two main roles 1 As a sex-object - a slim sexually attractive scantily clad modelThis type of figure is often used in advertising to sell everything from cars to beauty products 2 As the caring devoted housewife or mother in a stable happy home constantly concerned about the whiteness of their clothes and the cleanliness of their home Whwn men appear in the media it is orten in a whole range of different roles with no relation to their gender The masculine stereotype of the physically strong handsome brave male still often appears in the media These very contrasting roles are most evident in advertising even when children are concerned Advertisements often show mothers and young
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