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foneargg65

Humanities

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Assignment: Journal Entry – Media and Sexism

Many marketing efforts perpetuate the gender stereotypes that are steeped in our culture. Two examples at attempts to maintain these stereotypes through advertising are the Bic Critsal For Her and the Easy Bake Oven. These two conceivably innocuous items triggered a flood of articles, petitions, and videos, denouncing their perceived underlying messages.

The first controversy that erupted surrounded the Bic Cristal For Her pen. This pen was created and packaged specifically for women to use. Several groups lashed out at Bic, calling their attempt to target women with "lady pens" sexist and demeaning. Its detractors felt the campaign was degrading and fed into stereotypes by highlighting the thin design and the use of pastel colors. The negative press was overwhelming, although the pens have remained on the market.

Consumers also targeted those responsible for marketing the Easy Bake Oven by sending a petition asking its parent company Hasbro to make the ovens in colors other than pink and purple. Thousands of individuals signed the petition asking for alternative oven colors after a teenage girl from New Jersey was angered that her younger brother would have no other option but to use an oven in the colors that are considered stereotypically female. It was argued that the colors supported the stereotypical view that only young girls would want to bake. The signers of the petition felt that young boys who might want to use the toy would be more likely to practice their baking skills if the color of the oven was gender neutral.

Consider these two stories and think about your own reactions to the responses to the advertising and merchandising of these items.

To prepare: View the assigned resources and reflect on your experience with gender.

By Day 7

Submit a 2- to 4- page paper, in which you:

  • Identify specific messages about gender presented in the mass media.
  • Discuss messages about gender you have received from your family or cultural group.
  • Analyze how these messages have influenced your experience with gender.
  • Explain how you might address issues related to sexism in the mass media and diverse cultural beliefs about gender and gender roles in your social work practice.

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Explanation & Answer

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Media and Sexism
Mass media plays a vital role in explaining and teaching the society about the gender
roles in the social context. Mass media such as televisions commercials play a vital role in the
reinforcement of the stereotype on gender. For example, the two articles presented above clearly
indicates stereotype on gender. Additionally, the mass media outlines women as violent and
dehumanizing. This creates the wrong message to the society. For example, women in torn
dresses are commonly used to indicate violence and evil activities leading to gender stereotype.
Mass media also associate gender with some roles. For example, the media associate females
with activities such as cooking cleaning and taking care of children. They also present women as
less important in the society by the roles assigned to ...


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