Identify specific messages about gender presented in the mass media

Identify specific messages about gender presented in the mass media.

Identify specific messages about gender presented in the mass media

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.

Submit a – 2page paper, in which you:

  1. Identify specific messages about gender presented in the mass media.
  2. Discuss messages about gender you have received from your family or cultural group.
  3. Analyze how these messages have influenced your experience with gender.
  4. 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.

Identify specific messages about gender presented in the mass media