Discuss with your neighbors… What did you see on TV last night? Did you watch any obvious TRADITIONALISM (men do this, women do that)? Were there any shows/ movies/ commercials which demonstrated NON-TRADITIONAL roles?

Television and Gender Roles Daniel Chandler dertv.html

Gender and TV Production Television still perpetuates traditional gender stereotypes because it reflects dominant social values. In reflecting them TV also reinforces them, presenting them as 'natural'. THE KNACK

Gender and TV Production Girls learn from most TV that it is a man's world. In recent years - notable increase in the # of women news presenters. Formerly, TV directors (largely male, of course) had argued that women were less likely to be taken seriously by viewers.

Numbers of Males and Females on TV The number of women shown on TV is far smaller than the number of men shown. Men outnumber women in general TV drama by 3 or 4 to % of those on children's TV are male, and in children's cartoons, males outnumber females by 10 to 1. Even in soap operas women can be outnumbered 7:3.

Occupations by Gender The majority of women on TV are restricted to a few roles. Male roles are far more extensive and more exciting. Women are often shown on TV in 'traditional' roles such as housewives, mothers, secretaries and nurses. Men are shown as husbands and fathers, but also as athletes, celebrities and tycoons. Some examples…

Everybody Loves Raymond

King of Queens

Stereotypical Representations of Gender Roles Though not as strongly as in earlier years, the portrayal of both men and women on TV is largely traditional and stereotypical. There are few women in the heroic role played by Sigourney Weaver in Aliens.

Stereotypical Representations of Gender Roles Stereotypical masculinity, for instance, is portrayed as natural, normal and universal, but it is fact a particular construction. It is largely a white, middle- class heterosexual masculinity. This is a masculinity within which any suggestion of feminine qualities or homosexuality is denied, and outside which women are subordinated.

Will & Grace – Bridging Stereotypes

General Advertisements In television advertisements, gender stereotyping tends to be at its strongest because the target audiences are frequently either male or female. Voice-overs represent the program-maker's interpretations of what is seen: these are the voices of 'authority'. They are overwhelmingly male (figures of up to 94% have been reported). There have been more female voice-overs in recent years but mainly for food, household products and feminine care products. Male voice-overs tend to be associated with a far wider range of products. The inquisitive viewer could note what is being advertised and who is featured in the commercial, either in person or as a voice over. It is often subtle.

Commercial Time Tide Commercial Rebuttal to the commercial: Really, Tide? What’s wrong with girls wearing camouflage and cargo shorts? When FOX News, Dr. Keith Ablow, the Culture And Media Institute, and others attacked J. Crew CEO Jenna Lyons for painting her son’s toenails pink — as he wanted — The New Civil Rights Movement was one of the first to call them out on it. And here we are again, calling out Tide for their poor handling and poor attempt at humor, belittling and bullying all the young children who don’t conform to the stereotypical behavior of being a girl or a boy, and telling their parents, “it’s OK” to be uncomfortable with your kids being who they are. “Find the Tide that’s right for you,” the commercials says at the end. Really? How about, “let your kids be who they are!” That would have been better.

The J.Crew Ad

Commercial Examples Swiffer Nerf Barbie Best Buy Acura TXS Dell XPS John West Red Salmon John West Red Salmon Mac Book Air Sour Patch Kids Dual V Carpet Washer Dual V Carpet Washer PRACTICE - Dyson

We Have Come A Long Way…