Most of what we know, or think we know, we have never personally experienced. We life in a world erected by stories. Stories socialize us into roles of gender, age, class, vocation, and lifestyle, and offer models of conformity or targets of rebellion. They weave the seamless web of our cultured environment. Our stories used to be hand crafted, home made, community inspired. Now they are mostly mass produced and policy driven, the result of a complex manufacturing and marketing process we know as the mass media. This situation calls for a new diagnosis and a new prescription. --- George Gerbner
Key Concepts (taken from The Critical Media Project)
- Sex is a system of classification based on a combination of biological and physiological factors (generally male or female). Gender refers to the cultural meaning that is ascribed to a person's sex (generally labeled "masculine" or "feminine").
- "Masculinity" and "femininity" are the terms that are often used to identify a set of characteristics, values, and meanings related to gender. In our society, the values tied to masculinity have been generally seen as superior to those associated with femininity.
- From an early age, children are socialized and encouraged to perform specific gender roles and conform to gender roles. The repetition of gendered narratives and images in media has helped to shape these cultural norms around what it means to be a man or a woman, masculine or feminine.
Biology is not always distinctly male or female, as there are some who are born as "intersex," with some variations in chromosomes or sexual organs.
We can think of the word "gender" as a social construct, an idea, or ideology, a way of seeing. It is not set in nature like biology. Because gender is a lens or social construct, it means different things in different parts of the world and at different times in history. |
When we discuss gender, we use the terms “masculinity” and “femininity” to identify a set of characteristics, values, and meanings. The meanings of masculinity and femininity play a central role in how we understand people -- male and female individuals— and ourselves.
In Western society (that is, in countries like the United States and Western Europe) , we historically have adhered to certain ideas and values that define masculinity and femininity:
In Western society (that is, in countries like the United States and Western Europe) , we historically have adhered to certain ideas and values that define masculinity and femininity:
masculinity
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femininity
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The important thing to remember is that masculinity and femininity are not only opposed to each other; they are also hierarchical. The values tied to masculinity, by and large, have been seen as superior to those associated with femininity.
This does not mean that men are superior to women; rather it suggests that the characteristics associated with masculinity are culturally valued above those associated with femininity. In our culture, we tend to value strength over weakness. We value being rational over emotional. We value independence over dependence.
For more information, go to The Critical Media Project, and begin by scrolling down the page to
"Gender in Everyday Life"
This does not mean that men are superior to women; rather it suggests that the characteristics associated with masculinity are culturally valued above those associated with femininity. In our culture, we tend to value strength over weakness. We value being rational over emotional. We value independence over dependence.
For more information, go to The Critical Media Project, and begin by scrolling down the page to
"Gender in Everyday Life"
Gender handouts
The Brasted article: Care Bears vs. Transformers: Gender Stereotypes in Advertisements
Worksheet that goes along with the "Brasted article"
The Brasted article: Care Bears vs. Transformers: Gender Stereotypes in Advertisements
Worksheet that goes along with the "Brasted article"
Does Sex Sell? (this article claims one answer)
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Does Sex Really Sell? (this article claims another answer)
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