The media and advertisers play a vital role in the transfer of stereotypes and beliefs in society. The mass media also acts since popular culture brings about various gender stereotypes and racial in the press. Its representation of the gender roles within the community has caused racial stereotypes to become significantly more potent. For instance, over the years, there have been criticism and debate on how media portray females within society.
Generally, mass media and advertisers portray men as dominants, ambitious, and healthy, while females are being portrayed as either second character to the male or sex objects. It is a stereotype that has been there for years. Instead of the media and the advertisers helping society reduce it, they strengthen it within the community. Mass media have been people to see women as being meek and physically weaker, and the male as being assertive and aggressive. Hence, I can easily imagine which stereotype the mass media is trying to promote through the skimpily arrayed women’s advertisements.
The same stereotypes have a negative impact because they are affecting the entire imagination o the popular. The mass media and the advertisers tend to do it to remain attractive to the audiences and gain attention. Furthermore, females are being depicted as people who can only sell fashion material and nothing else. The media do not value the opinion and image due to stereotypes that have been there ever before. It is an aspect that, when it is not rectified, it will affect the way future generations see women and gender roles within society. Media and advertisers need to see both males and females equally and treat them as the same. As they say, “what a man can do, women can do them much better.”