Language and gender in the media
In a nutshell
Gender representation is an important factor when examining any media text. Whether stated explicitly or implicitly, media uses language as a tool in portraying gender. A text may challenge stereotypes or reinforce them, depending on its underlying assumptions about gender and identity. In this summary, you will learn how the media can depict gender.
Gender through the ages
It is possible to observe how gender representation and attitudes have changed over time through media texts written at various points in time. Take a look at this Dorothy Gray Collagen Cream advert from the 1950s.
Example
'Does your husband look younger than you do?'
The advertisement plays into a sociocultural discussion about youth and beauty and employs scare tactics to amplify a negative perception of women. In fact, it may be argued that gendered stereotypes are used to exert power and increase sales.
Gendered language
Gendered language is the type of language used that ascribes gender-based attributes or features to a specific gender. The use of gendered language hasn't vanished in the media. In fact, gender still plays a large role in the way media is shaped and the language that is used. In a political campaign, you would expect to see different language used to describe male and female candidates:
Female description | Male description
|
| Brave Sensitive Compassionate | Powerful Head-strong Analytical |
The concept of gendered language refers to language that reflects and maintains pre-existing social distinctions between male and female. When this type of language is used, it encourages and reinforces a bias towards a specific gender.
Construction of gender in the media
The media constructs gender in a number of contradictory ways. In many examples of media, strong, independent women are portrayed, while stereotypes of submissive housewives are still prevalent. The representation of gender in the media is sometimes shaped by considerations of the intended audience. A few media outlets cater to women and as a result, try to reinforce positive ideas of gender by showing values that add to their self-esteem. Whereas, a media outlet that's main target audience is male may lean into stereotypes that bolster a male-dominant perspective.
Example
Hertz advertisement
Behind every smile, is a brain
The path of the traveling businessman is strewn with
pretty faces.
They're behind airline counters, hotel counters,
rent a car counters and so on.
Hertz has added a novel twist to the pretty
face: a mind capable of helping you travel. Which,
much to your chagrin no doubt, is what you reed.
To accomplish this we put each and every one
of our girls through one of the most exhaustive train-
ing programs in the business.
By the time we feel secure enough to turn one
also knows enough to diagram a map to direct you to
where you're going, suggest a restaurant or hotel, or
just be generally helpful.
And if your problem is one that she can't solve
herself, she can probably recommend you to someone
who can.
You see, at Hertz we simply feel
that looking the part is no substitute for
knowing the part.
Hertz
The biggest should do more.
It's only right.
Despite its improved advertising, Hertz still has a sexist past like a lot of older companies. This advertisement promotes the fact that Hertz servicewomen are more than just pretty faces. Look at the way this advertisement uses language:
- How does the language cater to a certain gender?
- Does the language rely on stereotypes to promote its ideals?
- How is gender constructed in this text?
