Gender & Media

Sex v. Gender
Sex – biological

Gender – social

The Construction of Gender
Meanings or social roles assigned to sex are generated by culture

 “Culture” – the store of knowledge a society possess; these ideas contain the patterns according to which we conduct our social and economic activities

Note: Cultural relativity of gender

The forces and interests that shape the culture thus shape us, our definition and understanding of ourselves as sexual beings

Media & Culture
Media both convey and constitute culture

Convey: media transmit cultural messages

Constitute: media are themselves cultural artifacts

Culture conveyed

Primarily: dominant/mainstream culture

Secondarily: subcultures

Culture constituted

Media products are vehicles for profit – incorporate corresponding values

Specific content varies depending upon:

Intended market: great variation

Source – lesser and sometimes no variation

Media & Gender
Media become an increasing predominant aspect of culture

Notions of gender increasingly derived from media

Gender identity largely shaped by commercial forces that shape culture

We become the gendered person media sell us