Argosy University Psychology and Gender Discussion
According to Bem (1981), gender roles furnish the material for gender stereotypes. This is because when people associate a pattern of behavior with men or women, they tend to overlook individual variations and draw conclusions about the behavior associated with a particular gender.
 
In the United States, sexism toward women has always been an issue in advertising, especially in the 1950s. Women have traditionally been expected to fulfill gender-specific roles, such as rearing children, cleaning, and cooking. Today’s society has evolved to a place where such discrimination is discouraged and looked down upon. Men too have experienced gender bias, especially those who embraced roles typically associated with women (for example, nursing and stay-at-home dads).
 
In your exploration of these concepts, your response answer the following:
 
How do images represent genders inaccurately or unfairly? Be sure to define gender, gender roles, and gender stereotypes.
How does the media impact people’s views about gender stereotypes—the concept of being male or female?
A gender stereotype consists of beliefs about the activities appropriate to men or women. Who determines what is appropriate?
How does the media influence this perception of appropriateness and gender roles?