Gendered media : an analysis on the stereotypical representation of women in contemporary advertising

Abstract

Gender stereotypes in advertising has the potential to stimulate societal expectations in close-knit communities. This study critically channels discourses on gendered perceptions amongst young adults and provides a connection between the presentation of women in the media and gender roles. The scope of this research is to provide a better understanding of the attitudes and emotions surrounding gendered advertising in contemporary media. The primary aim of this research is to determine how young adults attempt in decoding advertising messages. An in-depth literature review, delves into the phenomenon of gendered advertising, highlighting sources that revolutionized the feminism movement. The study sheds light upon the relationship between media and gendered behaviour which accentuates the importance of gender neutralism. For this purpose, photo elicitation interviews were employed in exploring reactions on gendered media amongst participants. The study focuses on eliciting emotions attributing to societal values on gender norms mediated by cultural institutions. The employment of thematic analysis deals with young adults’ views on the misrepresentation of women in contemporary advertisements. An immersive approach to the subject, proposes that young adults are receptive to change, however matters of gender hierarchy safeguards gender roles and motivates acclimated social behaviours. The findings of this study demonstrates that factors of male supremacy culturally establish sex division which fuels rituals of gendered behaviour. The results of the data analysis reveal that the perseverance of toxic masculinity set bounds for women’s opportunities which is rooted to traditional practices in Malta. The outcomes of the study put forward the distressed impact of gendered advertising on behaviours, contributing to reception of egalitarian gender roles in society.