Volume : 2, Issue : 12, December - 2013

Stereotypical Show of Gender by Media: A Critical Review of Select Audio–Visual Literature

Jashandeep Singh, Ribha Singla

Abstract :

We, in this 21st century, claim to have a changed mindset that we do not discriminate between boys and girls. However, if a girl wants to join army or a boy wants to open a beauty salon, we hesitate and exhibit our stagnant mindset by asking them to do what stereotypically a boy and a girl ought to do. It shows that discrimination still prevails and will till human existence. Studies have also revealed that Media plays a significant role by helping us take varied decisions of our lives. On the same time, stereotyping is also being practiced by media. It is Media that presents everything to the masses and influence them. In such a scenario, if media is gender stereotype, how we expect our society to be indifferent towards gender? This study is a critical review of select advertisements where gender has been presented in stereotypical manner.