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Modern society is very heavily influenced by the media, be it television, video, newspapers, movies, the internet, or social media. The media is responsible for the dissemination of information as well as shaping attitudes and belief systems. The media's influence on gender stereotypes has affected how many individuals view the different genders and has also impacted how individuals behave in accordance with prevalent gender norms and stereotypes. The media has constructed gender norms, definitions of masculinity and femininity, general stereotypes, and the overall image of how each gender should be. It depicts activities that may not be appropriate or safe, but it normalizes them for each gender, thereby establishing norms that impact persons who may or may not adhere to these ideas and standards. The current paper reviews the literature with a special focus on the impact of varied media on the development and maintenance of gender stereotypes and behaviors.
Keywords: gender behaviors, media influences, gender stereotypes
Media can be considered as perhaps one of the biggest influences today, with varied types of print and audio/visual media including newspapers, books, radio, television, and the internet, being available to the discerning as well as not so discerning audience. Whether it's television, music, the news, social media, or even commercials, media sources portray ideas and influence society's conceptualizations of many constructs, including broad ideas surrounding gender, as well as more specific gender relevant attitudes, behaviors, and stereotypes (Gerbner, 1998). A multitude of studies have reported that consistent exposure to television programming (including reality shows) is linked with increased acceptance of traditional gender roles (Ferris, Smith, Greenberg, & Smith, 2007; Seabrook, Ward, Cortina, Giaccardi, & Lippman, 2017; Zurbriggen & Morgan, 2006). For instance, repeated viewing of reality dating shows has been linked with stronger ideations that men are sex-driven" while women are sexual objects" (Ferris et al., 2007). Thus, while the media might broadcast messages that may or may not be accurate, the media does however normalize these said behaviors, thereby establishing norms that influence individuals and their attitudes, behaviors, and motivations (Riddle & DeSimone, 2013). Additionally, the media can shape gender norms, thereby reinforcing extant gender stereotypes (Behm-Morawitz & Mastro, 2008, 2009). The gender stereotypes depicted in media portrayals further contribute to etching the prevailing conceptualizations...