Gender and Mass Media

Mass media is an intrinsic part of post-modern society; we depend on it for news, entertainment and just about anything that could be put up for mass consumption.

Unsurprisingly, given the ubiquitous characteristic of mass media as well as the range of social issues which mass media deals with, the roles of women have been a recurring issue explored by mass media. Women have been portrayed to conform to stereotypical frameworks and they seem to have internalized societal values that we associate with the traditional women.Mass media such as advertisements, films and television programs do not represent women in a positive light (Cortese, 2008; Hagedorn, 1994; Tuchman, 1979; Wearden & Creedon, 2002). Not only do these media promote sexism, they also falsified women’s status and authority in the world and do not portray women as sustainable role-models. They are seen as damsels in distress, in dire need of men’s help and rescue (Tuchman, 1979).

These forms of mass media have distorted women’s authority and stand in the world by imposing an image of how women should carry themselves.One reason is because sponsors have realized that it is easier to sell their products to traditional male-gendered activities if women are portrayed to be in their traditional stereotypical images (Wearden & Creedon, 2002). Past research has shown that women are still stereotypically portrayed in advertisements and commercials (Wearden & Creedon, 2002). They should be reliant on men and see men as powerful instead of seeing themselves as the victims of sexism (Tuchman, 1979).Fifteen years later, another paper further augmented Tuchman’s argument. Asian women are said to be entities of playthings dressed in lust, all out to seduce men, in particular, white men (Hagedorn, 1994).

They are also described to be craving for sex and eager to be dominated by men (Hagedorn, 1994). They are even taught to be superficial organisms, yearning for money and fame, at the expense of their dignity (Hagedorn, 1994). From here, we can see that women are expected to please and satisfy men.Similarly, in real life, they are expected to behave as such. At their very best, the mass media possess the capability of mirroring our society.

However, it is time we start asking ourselves, why women should be discredited and submissive in the mass media? Why can’t women be the dominant gender who is aggressive and mighty? Both Tuchman (1979) and Klein (1993) mention that humor, coming from both films and comics, is able to deconstruct the female stereotype and give women the liberty to express themselves.Tuchman (1979) states that in the past, women who are in the racial minorities, especially black women, were never featured on any television programs as it would result in cancellation. But today, there are about 2. 9 percent of minorities women featured in comedies (Tuchman, 1979). Although this is a small proportion and the marginalized population centered only in comedies, it is a significant shift from being ignored and despised to the start of a meltdown of the women stereotype in mass media.Adding on to Tuchman’s argument, Walker stated that historically, women were not supposed to be humorous and to be as intelligent as males (as cited in Klein, 1993).

However, a symbolic change took place as female cartoonists today get more exposed to the world around them, thus, help to deconstruct the traditional female stereotype and give women the liberty to express themselves (Hammond, 1991; Klein, 1993; Merrill, 1988). This can be seen in comic titles “Girls of Apt. 3G”, “Joannie Caucus” and “Friday Foster” of the 1960s which depict a brand new representation of females (Klein, 1993).They are seen living a healthy lifestyle, having a modern mindset and most importantly, do not conform to stereotypical assumptions of dependency on males, as they take on professional careers in their lives (Klein, 1993). Both Hammond (1992) and Klein (1993) further explained that humor in comics could also be a valuable and useful tool in deconstructing the stereotypical meekness of women as emotions can be easily expressed across different cultures, borders and time because of their mass appeal and world-wide circulation.As such, comics and cartoons, being a mass media, have the ability to dispel gender stereotype assumptions and restore the fragmented image of women in the media (Hammond, 1991; Klein, 1993; Merrill, 1988).

While women’s image is stereotypically distorted in advertisements, films and television programs as objectified and superficial beings, the use of humor in comics and cartoons gives women the liberty to express themselves. This aids in the deconstruction of traditional stereotypical images of weakness and challenge the dominant paradigms of males.Liberty in expressing themselves In advertisements, it is extremely common to see women being portrayed in a degrading and demeaning way, like in beer and automobile advertisements (See Figure 1. ) (Cortese, 2008).

Through such derogatory ways, women are being muted in the process (See Figure 1. ). They do not have a voice, and thus, cannot rebel against what is unjustly portrayed of them. It is not because they have nothing to say. The problem lies, in women not given an opportunity to express themselves.

For example, in Figure 1, the entire face of the woman is covered with a magazine photo of a glitzy new automobile while having sexual intercourse. Not only is such an advertisement shaming women, but their most basic freedom of self-expression have been taken away by these advertisers. Figure 1. The Ultimate Attraction. (Source: Anthony J.

Cortese, Constructed Bodies, Deconstructing Ads: Sexism in Advertising, p. 61) Figure 1. The Ultimate Attraction. (Source: Anthony J. Cortese, Constructed Bodies, Deconstructing Ads: Sexism in Advertising, p. 61) Films insult women as much as advertisements do.

Like what is observed by Hagedorn, Our intelligence is underestimated, our humanity overlooked, and our diverse cultures treated as interchangeable. If we are “good”, we are childlike, submissive, silent, and eager for sex or else we are tragic victim types. And if we are not silent, suffering doormats, we are demonized dragon ladies-cunning, deceitful, sexual provocateurs. (p. 74, 1994) As such, we can see that women in films have been silenced, literally, and forced to keep quiet by not giving them the liberty to redefine their roles, so as to perform their submissive roles ‘appropriately’.

Also, women portrayed in films lack a say in demarcating themselves away from the traditional stereotypes. However, this is not the case in comics and cartoons as psychologist Naomi Weisstein asserted that comics allow female audience to mock at their traditional roles. Oppressive contexts and restrictive tenets should be scorned at instead of at the characters who are fighting for their liberation (as cited in Merrill, 1988). Figure 2. Look Snow White! Look Who’s Asleep This Time Round! Source: Artemas Cole, Pulling Our Own Strings, p.

162) Figure 2. Look Snow White! Look Who’s Asleep This Time Round! (Source: Artemas Cole, Pulling Our Own Strings, p. 162) In Figure 2, the wife (Snow White) is seen to be abandoning her role as a home-maker, in the face of her drunken husband (The Prince), misbehaving children and disordered household. Here in comics and cartoons, women is able to mock at their traditional roles, and are given an opportunity to voice their displeasure.As such, humor speaks for women, giving them the liberty to actively question their rights to be both assertive and intellectual, instead of being put down and silenced like how they are being portrayed in films and advertisements.

In refusing to be ridiculed and victimized, while making use of the comic perspective to showcase their experiences, this is seen as a powerful gesture of self-definition (Merrill, 1988). Humor also aids in the recognition of the value of female experience as it develops a culture for women to self-critically question stereotypes that have governed their lives (Merrill, 1988).Deconstruction of the traditional stereotypes Traditional stereotypes of women are depicted in advertisements, films and television programs to be weak and submissive (Cortese, 2008; Hagedorn, 1994; Klein, 1993; Tuchman, 1979; Wearden & Creedon, 2002). This is especially so in films and advertisements where they are more than often portrayed as highly sexualized objects specially for the male audience (Cortese, 2008; Hagedorn, 1994).

Women are even portrayed to enjoy being victimized (Hagedorn, 1994).We should question ourselves - “Who likes to get abused both physically and mentally? No one. “Will men feel happy to be victimized as how they have done it to women? ” Unlikely. Furthermore, Cortese suggested that advertisements in our everyday lives are still a strong advocate of the traditional stereotypical images of women, with stereotypes further reinforced through the widespread proliferation of advertisements (2008).

Thus, there is a dire need for such stereotype molds to be deconstructed, in order to project a cleaner and dignified image of woman in our society. As such, deconstruction of traditional stereotypes could be done through comics and cartoons.One worthy mention would be the ‘Wonder Woman’, one of the most important comic characters in the 1940s. It demonstrated how traditional stereotype molds are being deconstructed through the representation of ‘Wonder Woman’ as an ambassador of personal strength and self-reliance (Klein, 1993).

The example of ‘Wonder Woman’ backs up Merrill’s argument of women not needing to devalue their own experience to identify with men’s facade against their interest, as do how women are portrayed conventionally (1988).More importantly, the subtle humor that is reflected in ‘Wonder Woman’ comics suggests women as the primary agents of action and change. At the same time, it indicates helpless reactions from men who had a hard time accepting the fact that they can be saved by a woman (Hammond, 1991). However, one may argue that the adaptation of ‘Wonder Woman’ might not be an achievable one because not every lady can have superpowers like ‘Wonder Woman’ does. In response to that, other comics and cartoons exemplify independent working women as role-models, taking up jobs such as office worker, reporter and navigator.

Here, they are seen to be adventurous and daring, but at the same time, witty and humorous for other women to follow (Klein, 1993). Hence, we could see how capable they are when it comes down to handling situations in their everyday lives, both at work and in their leisure time. Betterton concurred that these new images in comics which integrated both femininity and masculinity, offered the possibility of redefining traditional women roles (as cited in Klein, 1993).Thus, in order to deconstruct the traditional stereotypes of women, humor is one important factor.

Through the use of humor, women are able to break free from their traditional stereotypical perceptions of taking up domestic roles when they are take up positions of power and authority. They are portrayed to be embracing a redefined identity of being both physically strong and mentally intelligent at the same time, where they are more than often to be seen as weak, submissive and uneducated traditionally.Challenging the dominant paradigms of males In television programs like the WNBA games, women are portrayed as sport stars, where they are all seen in a muscular and competitive outfit, showing their glory and success while negating stereotypical buffs of conventional beauty at the same time (Wearden & Creedon, 2002). This is an act of attempting to put women on par, if not, stronger than men. However, commercials that were aired during show time do not do these television programs justice.

As much as these television programs want to put forth an unconventional view on women, their commercials say otherwise. Women in these commercials are either sweaty sport stars advertising on sporting goods, or scantily-dressed models promoting beer and spirits, both categories making use of the female body to reap revenue (Wearden & Creedon, 2002). As such, the bid to challenge the dominant paradigms of males by depicting women to be aggressive and powerful by introducing them to a male-dominated sporting arena, has failed badly. However, in cartoons, it is said otherwise.This is particularly true in some feminist cartoons where men’s insecurities are highly exemplified in the face of women’s authority and competence (See Figure 3. ) (Hammond, 1991).

Figure 3. Medical Logic. (Source: Artemas Cole, Pulling Our Own Strings, p. 122) Figure 3.

Medical Logic. (Source: Artemas Cole, Pulling Our Own Strings, p. 122) In Figure 3, we can see that women have taken on roles which men have assumed monopoly over, such as the medical profession. But what is more notable in cartoons is that women are not portrayed to be in dominance nor are they mistreating men in an attempt to boost their image.This presents a stark contrast between how women are portrayed in commercials and advertisements as to how they are portrayed in cartoons. Cartoons with support for feminist goals may place men in scenarios formerly associated with women.

However, the cartoon content focuses on the unjust attitudes and expectations placed on women by showing viewers how ridiculous it would be when it is similarly applied to men (See Figure 4. ) (Hammond, 1991). Figure 4. “Believe it or Not? ” (Source: Joyce D. Hammond, Gender Inversion Cartoons and Feminism, p. 154) Figure 4.

Believe it or Not? ” (Source: Joyce D. Hammond, Gender Inversion Cartoons and Feminism, p. 154) Traditionally, women were always placed in demeaning positions of less power and authority.They are expected to listen and conform, not to challenge and hold positions of power, especially not to challenge and usurp positions once assumed with men’s dominance. Figure 4 ridicules the norm of females always looked upon as the secretary to a ‘chairperson’ and ‘president’, who is always seen to be a male.

Women are as capable as men, they can hold equal, if not more power than men do.It is as absurd to view women being powerless in front of men as it is see a male secretariat sitting on the laps of a female president. Conclusion Although women have been stereotyped to be weak and submissive in most forms of mass media, comics and cartoons still pose as exceptions. The humor in them acts as a powerful gesture as it unfailingly demonstrated the deconstruction of traditional gender boundaries.

Humor in comics and cartoons provide women the opportunity to uphold their dignity, stand up for their rights and at the same time, question the tenets of the dominant paradigm.