GENDER STEREOTYPES IN THE MEDIA: HOW THE MEDIA INFLUENCES THE PERCEPTION OF THE ROLE OF WOMEN IN SOCIETY
DOI:
https://doi.org/10.34132/mspc2025.01.04.03Keywords:
gender stereotypes, the role of women, journalism, media, equality, feminism, media influence, representation of women, journalistic ethics.Abstract
Modern journalism performs not only the function of informing, but also has a powerful influence on the formation of social values, cultural norms and social perceptions. The issue of gender representation and stereotyping of women in the media space is especially relevant in this context. The media do not simply reflect reality - they actively construct it, creating images that can both support outdated patriarchal phenomena and contribute to the formation of a new gender-sensitive consciousness. Through informational and verbal messages, the media set the tone for how women’s roles are perceived in the family, profession, politics and public life in general. Compared to international standards of equality and the efforts of feminist movements, the media still often portray women through the prism of stereotypes - as secondary, emotionally dependent or used to appeal to the male gaze. This approach does not reduce the objectivity of journalistic materials, but also creates a false idea of the opportunities, rights and social role of women. Since the beginning of the war in Ukraine, the role of women in society has undergone significant transformations: women have become not only refugees and volunteers, but also defenders, leaders, and active participants in the information resistance. However, are the media keeping up with these changes? Are they able to adequately reflect the new reality, destroying gender stereotypes, rather than supporting them? This study focuses on analyzing how the media influence the perception of women’s roles, what are the features of the representation of women in the media in different countries, as well as on examples of specific journalists who, with their materials and activities, change the public discourse on gender equality. Particular attention is paid to the relationship between journalistic practices and persistent cultural representations that are reproduced through the media.
References
Payne, T. (2018). Gendered Newsrooms: Ethics and Representation in Modern Media. Oxford Press.
Hender v detaliakh. (2020). «Choloviky hovoriat — zhinky movchat». Hender v detaliakh. URL: https://genderindetail.org.ua/research/choloviky-hovoryat-zhinky-movchat-110.html
International Federation of Journalists (IFJ). (2021). Sexism in the Media: Global Trends and Regional Differences. IFJ. URL: https://www.ifj.org/media-campaigns/sexism-in-media.html
Kampaniia «Zhinky — tse 50% uspikhu Ukrainy». URL: https://50vidsotkiv.org.ua/l
Gerbner, G. (2014). The Role of Media in the Construction of Gender Norms. Gender and Media Studies Journal, 22(4), pp. 45-52.
Gill, R. (2007). Postfeminist Media Culture: Elements of a Sensibility. European Journal of Cultural Studies, 10(2), pp. 147-166.
Mowlabocus, S. (2011). The Impact of the Internet on Gender Roles and Identity. New Media & Society, 13(5), pp. 736-748.
Tuchman, G. (1978). The Symbolic Annihilation of Women by the Mass Media. In Gender & Society, 3(2), pp. 133-157.
Yvonne, D., & James, M. (2012). Media and Gender Stereotypes: How Portrayals of Women in the Media Shape Gender Norms. Journal of Media Studies, 18(3), pp. 240-254.
Silverstein, B., Perdue, L., & Peterson, B. (2003). The Role of Media in Shaping the Body Image of Women. Journal of Social Issues, 59(3), pp. 129-149.
Holm, K. (2015). Women in Power: How Media Portray Female Politicians. Journal of Political Communication, 12(1), pp. 42-56.
Sutherland, J. (2019). Online Harassment of Women Journalists: The Gendered Dynamics of Digital Media. Journalism & Mass Communication Quarterly, 96(2), pp. 380-396.
Larrondo, M. (2020). The Intersection of Gender and Media in Political Discourse. Media and Society, 29(4), pp. 320-337.
