Stereotypical Image

Stereotyping is most common form of media representation. To put it simply, a stereotype is the application of one usually negative characteristic to a whole group. Stereotypes are labels that categorize people largely in negative terms, and that can be applied to whole social or cultural groups. These thoughts of beliefs may or may not accurately reflect reality. However, this is only a fundamental psychological definition of a stereotype.

In this entry, I am going to discuss about the stereotypical image in media that caused harm that is the gender stereotyping phenomenon. Difficulties in differentiating gender roles in the modern societies can be a perfect example of the negative stereotypes. A division of gender roles is deeply rooted in the social archetypes. Through the ages men have been considered to be financial providers and career focused meanwhile women have been shown as low position workers or loving wives and mothers and responsible for raising children and doing housework. Nowadays, the differences between gender are not so vast anymore, although females and males are still not equal. Unfortunately, there are many social institutions, such as mass media still use gender stereotypes. The differences between males and females roles are smaller, however they still perpetuates traditional gender stereotypes due to their great influence on people's attitudes. By manipulating the message, media can create a certain image of reality. It is hard to remain objective and insensitive to it's influence.

Commercials are the huge source of gender stereotyping because they are adapted to the specific male or female target. The aim of the modern commercial is not the satisfaction of needs but also their creation. According to Steve Craig's research, women can be presented in commercials in several variants. For example, a housewife obsessed by a steam on a new tablecloth. Mostly women advertise cosmetics, but they also appear in the commercials directed to men. However, male stereotypes are also various. Men are very rarely use for housecleaning commercials, and if they are it is a satirical image or they appear as an experts or to advise women.

Next, the example about stereotypical image in media where no harm has been caused is stereotypes in comedy. Most people motivated themselves to not believe stereotypes, but actually they do believe it because they always see it on television. They seen it over and over on every movie and TV series and they will think that what minorities are in real life. The difference between these two is that one focuses more about gender stereotypes and the other one people thend to over use them even when they don't notice it.

Source:
https://en.wikipedia.org/wiki/Stereotype
https://www.michigandaily.com/content/stereotypes-comedy-harm-or-humor
http://krytyka.org/gender-stereotypes-in-mass-media-case-study-analysis-of-the-gender-stereotyping-phenomenon-in-tv-commercials/