Gender Roles in Media Analysis

Samantha Craig

Soc/337

01/03/2017

Introduction

Gender is something that takes root in everything that a person does. When a person thinks of gender it is more of a shared understanding of how those of the opposite gender should act and look. This is something that media has typically had a big influence on in every generation throughout the years. It has been noticed that the more media is exposed to individuals the more it has on shaping beliefs, morals and values. This paper will explain how the media reinforces gender roles and what the social implications of how the attitudes towards these roles. It will provide scholarly examples that will describe how the media has reacted to the changes of gender and sexuality. Furthermore it will address a prediction on how gender and sexuality issues in the next ten to fifteen years based on trends, and statistics.

Attitudes of Machismo & Marianismo in Media

There has always been a conception throughout the world about femininity and masculinity. In Latin America this is referred to as Marianismo, where the woman accepts the role as wife and mother along with being humble, kind, and submissive and be a housewife. While men are perceived more as the strong, man of the house, worker, a drinker, and generally a fighter or abuser. The attitudes on these definitions varies because as with anything there can be a positive and a negative outlook. While most commercials and television shows provide a view of traditional gender roles, they do provide different ways in which the woman are displayed. "Dependent women tended to display characteristics perceived as positive in marianismo (helpful, rewarded by their family) whereas independent women were more sexualized"(Villegas, Lemanski, & Valdez, 2010) This framework can then trickle down to the popular telenovela's which are more like the American Soap operas. There are many feminist media studies that want more female work on media within its representations and their influences. According to (Probyn, 2001) "The conditions of representation have changed as the dominant media take up certain ideas about feminism, gender, women and men."

Social Implications of the Attitudes of Machismo & Marianismo

There are many social implications that take place based of the attitudes of how machismo and marianismo are portrayed within television media. These can be positive such as showing a joined family and how they can work cohesively together. These are generally commercials and television shows that show the gender roles that society favored. This can be seen in certain telenovela's that portray women who take in and raise family members. Yet also teaches them to be independent. While these implications are great and highlight why gender roles can be strong in their own way they can also be negative. In the telenovela of El Pais de las Mujeres it shows the struggles of a woman who suffered domestic abuse. (Acosta-Alzuru, 2017) It shows the negative attributes and attitudes that can be seen within Machismo because the men are viewed as overbearing drunks. It also brings to light women working in a man's world as well as seduction.

Prediction and Justification of gender and sexuality issues in future

It is very common to see that change takes time for all things. This also includes how not only individuals view Gender roles and sexuality but how the media reacts to it as well. Latin America has long been set to its original stand on the roles of each gender. However, I would predict that within the next ten years there could be some positive changes. These are already taking place, such as men staying home with their kids while the woman seek employment opportunities. Girl's finishing school and continuing their education to become surgeons, teachers, and some even a political figure such as the Argentina's former president Cristina Fernandez. This is because many poles have shown that the majority of both genders do really believe that it is easier to balance both work and family life. According to (Rios & Crabtree, 2007) "social trends -- such as dropping fertility rates and the growing presence of women in the workforce -- have fostered attitudes that no longer fit neatly into the conception of a male-dominated Latin American society."

Conclusion

In conclusion, machismo and marianismo have always played a huge part in the history of Latin American culture. It has been grounded for years that men worked hard, and are to be strong, overbearing and in control. While the women where homemakers and didn't partake in the workforce. Through media such as television these roles have played a part in keeping it alive, as well as bringing forth new views on how women can make it in a man's world. Change takes time and it won't happen overnight. However, as it already shows with the former president of Argentina Christina Fernandez the gender roles are changing.

References

Acosta-Alzuru, C. (2017). Fraught with contradictions: The production, depiction, and consumption of women in Venezuelan telenovela. Glabal Medical Journal, (), . Retrieved from

Probyn, E. (2001).Teaching In the field: Gender And feminist media studies. Feminist Media Studies,1,35–39.

Rios, J., & Crabtree, S. (2007, Novermber). Is South America Moving Beyond Machismo. Gallup, (), . Retrieved from

villegas, J., Lemanski, J., & Valdez, C. (2010, June). Marianismo and Machismo: The Portrayal of Females in Mexican TV Commercials. Journal of International Consumer Marketing, 4(), 327-346. doi:http://dx.doi.org/10.1080/08961530.2010.505884