SOSC 1185 Lecture Notes - Lecture 9: Gender Role, Media Studies, Content Analysis
8 Nov 2018
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Document Summary
Media is a key institution that presents and helps create the dominant ideology re gender and plays a key role in the social construction of dominant standards for gender. Starting in the 1970"s, feminists and media studies scholars started to take media, especially advertising and other popular media, more seriously and as worthy of study. This work, especially content analysis of media, identified clear patterns around gender and messages regarding the dominant ideology and practices of a binary system of masculinity and femininity. Based on this work, there are a few key insights about media and gender: 2: acts as a selective window to the world so shows certain aspects of reality, use of synthesized realism . Those creating & disseminating media do make choices, and media does contain values. So, it shows certain images (often the dominant ones) and tends to present these as the norm .
