3) How is Gender Constructed Within Mass Media?
The media has a very powerful effect on culture, shaping societal structures and operations. Dominant media forms have heavily assisted in constructing gender and genderalized norms. Advertising and mass media forms display codes that are associated with representing male and female attributes. These gender codes shape the way in which society views gender and assists in determining what is acceptable gender performance. It is through media’s reinforcement of gender stereotypes, codes and gender displays that shape the way in which society perceives and constructs genders.
Gender is not formed at birth, this self identification of being male or female is shaped through cultural, and social conditions. Media forms often present these social and cultural aspects and set these as ideals for gender performance. Mass media becomes a primary tool that introduces and encourages individuals (especially young individuals) to participate in a gendered world (Krijen et al, 169).