How are gender roles depicted in a contemporary media?

Introduction

Advertising plays a significant role in shaping people’s understanding of gender roles. Whether it’s through TV shows, movies or web videos, the way men and women are presented can affect our perception of what is desirable for all genders. Gender roles are the attitudes, behaviors and responsibilities that men and women have based on their gender. These characters are often presented and promoted in the media, but the way they are portrayed, especially in Pakistani shows and international shows, can be different. The presentation contrasts the two to show cultural differences and similarities. Although social media often reflects social norms, it can also challenge or reinforce gender stereotypes. We will examine how these descriptions differ across cultures and what impact they may have on viewers.

Literature Review

 According to Cornell’s theory of hegemonic masculinity (2005) explains how media tends to promote images of men as powerful and women as subordinate. Similarly, research by Goffman (1979) and Butler (1990) suggests that seeing the same description over and over can reinforce gender expectations. Traditional gender roles are often promoted. Most women are caregivers, while men are doctors. Aslam’s (2020) study of Pakistani television programs found that female characters focus on marriage and family, while men are concerned with work and authority. Movements such as #MeToo and the feminist movement have led to more diverse images of women. However, stereotypes still exist. Gill (2017) research shows that even in Hollywood, women are often criticized and judged based on their appearance, while men are portrayed as confident and important

Analysis and Discussion

Gender Roles in Pakistani Media

Gender roles in Pakistani media are closely aligned with leadership practices and rituals. The importance of compassion is often emphasized in serials, where women’s roles are defined by their relationships with men and where family is the most important part of their lives. Popular programs such as Humsafar and Meri Zaat Zarra-e-Benishan focus on women’s roles as wives, mothers and daughters, presenting images of loyalty, sacrifice and humility. These characters often face hardships but are praised for upholding the honor of their families. Male characters, although vulnerable, are described as having a brief lapse in their bad habits. These descriptions reinforce the idea that men should be strong and emotional, while women should be nurturing and nurturing. Some recent serials, such as Zindagi Gulzar Hai and Damsa, feature strong female characters who challenge gender roles and pursue careers. Despite this exception, much of Pakistani media still adheres to gender norms. Different ethnic portrayals of gender roles are seen in the media. 

Gendre roles in international media

International media, especially in the west has seen a more diverse range of gender representations in recent years. Series like “A Handmaid’s Tale,” “Killing Eve,” and “Orange Is the New Black” portray women as tough, strong, and sometimes negative characters. The show explores themes of oppression and empowerment, providing a broader understanding of what it means to be a woman in today’s world. Series like Breaking Bad and Mad Men show men struggling with their identities and struggles with masculinity. The vulnerability of these characters challenges the traditional “tough guy” image in early media. Despite this, male dominance remains a major theme, which shows that when there is progress, it increases. 

Comparative Analysis

There are differences in how gender roles are represented in media around the world, but there are also some similarities. Influenced by culture and religion, Pakistani media tends to portray more gender roles. Women take on family responsibilities, while men take the lead and make career decisions. While some teach against these stereotypes, most still reflect societal gender expectations. In contrast international media, female characters tend to appear independent and active, while male characters are associated with emotion and vulnerability. There has also been a rise in gender-neutral and non-binary characters in Western media, further defying traditional gender norms. In both types of advertisements, women are often judged by their appearance, while men are judged by their ability to protect and provide. Although there are many gender roles in Western media, there is still room for improvement in terms of equality. the culture and traditions of the people they come from. 

Conclusion

Gender roles have always been dominant in Pakistani media, with women generally taking on domestic roles, while men hold positions of authority. While there have been some changes, progress has been slow. Women are increasingly portrayed as strong and independent, while men are emotional and weak. But gender stereotypes still exist and full equality in representation has yet to be achieved. Promote equality. The future of media representation lies in continuing to push boundaries and share the richness of the human experience.

This article is written and submitted by guest authors Samia Hamid, and Maryam Iqbal.