Many marketing efforts perpetuate the gender stereotypes that are steeped in our culture. Two examples at attempts to maintain these stereotypes through advertising are the Bic CritsalFor Her and the Easy Bake Oven. These two conceivably innocuous items triggered a flood of articles, petitions, and videos, denouncing their perceived underlying messages.
The first controversy that erupted surrounded the Bic Cristal For Her pen. This pen was created and packaged specifically for women to use. Several groups lashed out at Bic, calling their attempt to target women with “lady pens” sexist and demeaning. Its detractors felt the campaign was degrading and fed into stereotypes by highlighting the thin design and the use of pastel colors. The negative press was overwhelming, although the pens have remained on the market.
Consumers also targeted those responsible for marketing the Easy Bake Oven by sending a petition asking its parent company Hasbro to make the ovens in colors other than pink and purple. Thousands of individuals signed the petition asking for alternative oven colors after a teenage girl from New Jersey was angered that her younger brother would have no other option but to use an oven in the colors that are considered stereotypically female. It was argued that the colors supported the stereotypical view that only young girls would want to bake. The signers of the petition felt that young boys who might want to use the toy would be more likely to practice their baking skills if the color of the oven was gender neutral.
Consider these two stories and think about your own reactions to the responses to the advertising and merchandising of these items.
To prepare: View the assigned resources and reflect on your experience with gender.
By Day 7
Submit a 2- to 4- page paper, in which you:
- Identify specific messages about gender presented in the mass media.
- Discuss messages about gender you have received from your family or cultural group.
- Analyze how these messages have influenced your experience with gender.
- Explain how you might address issues related to sexism in the mass media and diverse cultural beliefs about gender and gender roles in your social work practice.
Media and Sexism
The media commonly uses gender stereotyping to bring out humor and complement character-traits. The presence of stereotypes in television shows continues to overwhelm the viewers who subsequently internalize the messages of gender stereotyping and thus rendering it challenging to obverse stereotypical approaches (Haraldsson & Wängnerud, 2018). Originally, the media was exclusively dominated by men. Men had the liberty to tailor both men and women images based on their preferences. Taking this into consideration, this paper seeks to analyze media messages regarding gender stereotypes, gender messages acquired from my family or society, the influence of the messages to my experience with gender as well as various approaches to sexism issues presented in mass media and societal beliefs in light of gender and gender roles within social work practice.
Messages about Gender Presented In the Mass Media
Male and female gender roles substantially vary in numerous forms of media such as television advertisements, prime time televisions, movies, music etc. the gender roles in most cases display women as cooperative, loyal, nurturing, gentle and sensitive. In TV advertisements, there exists the tendency to display women’s body for various promotions such as body creams. Along these lines, the female characters are substantially influenced by the myth of beauty which dictates that women have flawless skin tones, are slender and own all beauty components. On the other hand, men are often portrayed as logical, independent, competitive, financial providers and expertise in businesses, not to superior to women. Women…Please click the Paypal icon below to purchase full solution for only $10