Changing Gender Roles

An example of changing gender roles: Male models becoming overly sexualised in the same sense as women now. This is a negative affect in the sense that males are now objectified but it also does show that there is more equality between genders within this sense now. It shows that the media is now considering what appeals to women instead of just what appeals to men.

Women are now less associated with stereotypical, stay at home roles and audiences can now see men being represented in the job roles of women in adverts such as the Ariel advertising campaign. However, some of these sexist ideas still remain prevalent within todays culture. Adverts such as the Oven Pride range off an opposite idea about sexism, reversing the male and the female roles.

Male representation in Media:

• Dominant
• Objectified
• Unaware of how basic things work
• Tough
• Violent

Female Representation in Media:

• Inferior
• Weak
• More intelligent than the male
• Stay at home/Take care of the kids
• Caring
• Objectified

Representation of women

-Beauty (Within narrow conventions)

-size/physique (again, with narrow conventions)

-Sexuality (as expressed by the above)

-Emotional (as opposed to intellectual) dealings

-Relationships (as opposed to independence/freedom)

This image of Brad Pitt wearing what appears to be a dress can be an indicator of how some of the ideas have changed since the beginning of advertising. Brad Pitt is literally blending aspects of both gender roles by wearing a dress and a kitchen glove. You would not have seen a man dressed like this during the 1950s period, let alone feature on the front cover of a major magazine. This clearly shows us that the public and media have become more accepting of gender and are beginning to blur the line within their portrayal within the mainstream media.

                                            

This image shows women being portrayed in a more natural way as opposed to the very mediated images that create women that the media deem beautiful. This shows a massive evolution as a more honest media is represented that doesn't use Photoshop to create a hyperreality. This also allows women to feel more comfortable with themselves as they can acknowledge that there a multiple body types.

Nutella Adverts:

Advert 1: Depicts the morning routine of a mother as she attempts to help her children get ready for the day ahead. The husband cannot be seen within the advertisement so it is assumed that he is working or just not concerned with the kids. There is more of a focus placed on the  woman's role of a sat at home mother as it really focuses on these stereotypes.

Advert 2: Shows multiple families of varying genders and ethnicity all enjoying the use of Nutella. The representation within this video is more broad and general a opposed to focused on an individual. Stereotypes are not common within the advert and each gender and race is given equal representation. This shows a change in ideas from stereotypical and gender focused to a much more general and carefree representation.