Media stereotypes are bound to happen in industries such as advertising, entertainment, and news. These industries aim to reach a large audience and provide information in a quick and understandable manner. Stereotypes function as codes that help audiences quickly comprehend individuals or groups, typically based on their class, ethnicity/race, gender, sexual orientation, social role, or occupation. However, stereotypes can present issues.
They have the ability to:
- reduce a wide range of differences in people to simplistic categorizations
- transform assumptions about particular groups of people into “realities”
- be used to justify the position of those in power perpetuate social prejudice and inequality
Generally, marginalized groups are often voiceless when it comes to their portrayal. Regarding magazines, there is much to discuss. Let’s begin by understanding that magazines are periodic publications, whether weekly, quarterly, monthly, or bimonthly, that provide a wealth of information, education, and entertainment. They are omnipresent. Despite the accessibility and societal pressures, magazines have remained one of the most impactful forms of journalism. Packed with valuable information and tantalizing gossip, magazines cater to people’s insatiable desire for both.
Some magazines are promoting unrealistic gender stereotypes, subtly influencing both men and women. After examining three different magazines, it becomes apparent that these publications depict men and women in an unrealistic manner, conveying messages about how they should appear, behave, shop, and more. Whether it’s the femme fatale, the super mom, the sex kitten, or the ambitious corporate climber, popular magazines are filled with images of women and girls who are usually white, extremely thin, and always impeccably made up – even in scenarios like defeating vampires or confronting a Greek legion.
Although there have been improvements in the depiction of women in magazines and their greater representation in influential media positions during the past 20 years, female stereotypes still persist in our everyday media consumption.
STEREOTYPES OF WOMEN
Female body images are widely utilized in advertisements across our society, as well as in the entertainment industry where actresses are increasingly portrayed as younger, taller, and thinner. This trend has become so prominent that some actresses have even been reported to faint on set due to insufficient eating.
The content of women’s magazines often promotes the idea that if women can simply shed those final twenty pounds, they will attain the perfect life—an ideal marriage, loving children, satisfying sex, and a successful career. However, this expectation of beauty is imposed on women, despite the fact that most women are naturally larger and more mature than the models typically showcased. Analysts argue that economic factors are at play in perpetuating these beauty standards. By promoting an ideal that is challenging to attain and sustain, the industries surrounding cosmetics and diet products ensure continuous growth and profitability.
According to the 2001 report Changements sociaux en faveur de la diversite des images corporelles by the Quebec Action Network for Women’s Health, it is no coincidence that youth and thinness are increasingly seen as essential criteria of beauty. The report states that while not all women need to lose weight, they are all undoubtedly aging. The industry views aging as a disaster that must be addressed. Jean Kilbourne contends that the magazines we read and the television programs we watch contribute to women being targeted by the diet industry, causing feelings of weight anxiety.
Unattainable Beauty
The problem lies in how the media portrays female beauty, which is highly inaccessible. The standards presented are unrealistic and can only be achieved by a very small percentage of women. To demonstrate this, researchers created a computer model of a woman with proportions similar to Barbie. However, they discovered that her back would not have enough strength to support her upper body and her body would be too narrow to accommodate more than half a liver and a few centimeters of bowel. If an actual woman had such a physique, she would suffer from chronic diarrhea and eventually succumb to malnutrition. Jill Barad, the president of Mattel (the company behind Barbie dolls), estimated that 99% of girls aged 3 to 10 own at least one Barbie doll.
STEREOTYPES OF MEN
According to media analysts and researchers, male characters in media often conform to various stereotypes. The report “Boys to Men: Media Messages About Masculinity” identifies the most commonly portrayed stereotypes as the Joker, the Jock, the Strong Silent Type, the Big Shot, and the Action Hero. Among these, boys are particularly drawn to the Joker stereotype as it aligns with their own concept of masculinity that includes humor. However, a potential drawback of this stereotype is that it perpetuates the belief that boys and men should not be serious or emotional. Conversely, some researchers argue that humorous roles can actually expand our understanding of masculinity.
The Jock is always willing to “compromise his own long-term health; he must fight other men when necessary; he must avoid being soft; and he must be aggressive.” By demonstrating his power and strength, the jock wins the approval of other men and the adoration of women.
The Strong Silent Type focuses on “being in charge, acting decisively, containing emotion, and succeeding with women. This stereotype reinforces the assumption that men and boys should always be in control, and that talking about one’s feelings is a sign of weakness.
The Big Shot represents the ultimate symbol of achievement, encompassing attributes and material possessions that society considers significant. This particular stereotype depicts a man as both financially influential and socially accomplished. In contrast, the Action Hero is characterized by strength but not necessarily silence, frequently exhibiting anger and intense aggression. In recent years, violent conduct has become more common within this stereotype. Another prevalent stereotype…
The Buffoon is a common character in TV ads and sitcoms, often portrayed as a well-meaning but clumsy father figure. These characters vary in their parenting skills and ability to handle domestic or workplace problems. While most research on media’s representation of masculinity has centered on violence, recent studies have started to explore how men’s magazines like Playboy, Maxim, GQ, and Esquire depict masculinity.
These magazines cover various topics like health, fashion, sex, relationships, and lifestyle. They contribute to shaping the concept of a modern man. Critics argue that these magazines signify a positive shift in media’s portrayal of gender by addressing subjects that were traditionally associated with women. Consequently, stereotypes are evident in these publications. Women are often depicted as inferior to men, who are consistently in positions of power.
