The Big Bang Theory, Alcohol commercials, Beer commercials, Parents Magazine, stereotype, Damsel in Distress, self-reliance, media, gender bias, Media organizations, cultural norms, media environment, household chores, Bud Light, STEM field
Gender bias has been a significant challenge in society for decades. It describes the unjust treatment or prejudice directed towards specific people or groups because of their gender (Llorens et al., 2021). Today's media greatly influences societal norms and perceptions concerning gender. This paper analyzes how different media portray gender, contributing to gender biases, drawing examples from the Big Bang Theory TV series, Alcohol and Beer Commercials, and Parents Magazine. The paper will further recommend what the media could have done differently to counter gender biases and raise awareness and accountability for a more equal and representative media landscape.
[...] In the film, the female character is powerless and needs a man. This reinforces the impression that women are weaker and submissive while males are obliged to defend and protect. Real-life women who represent resilience, autonomy, and self-reliance should be shown in the media. This will combat the idea that women cannot accomplish things for themselves. Conclusion Gender bias in the media limits the representation of different gender identities and experiences and reinforces negative stereotypes. Media makers can bring about a more just and powerful social narrative by confronting these prejudices and advocating for more inclusive representations of gender. [...]
[...] (2019, August 14). UK advert banned for harmful male stereotypes. https://www.reddit.com/r/MensLib/comments/cq80bx/uk_advert_banned_for_harmful_male_stereotypes/ Group, M. R. B. A. N. (2023, April 12). Howard Stern slams Kid Rock's outrage over Dylan Mulvaney's Bud Light ads: "Why is this hurtful?" The Mercury News. https://www.mercurynews.com/2023/04/12/howard-stern-slams-kid-rocks-outrage-over-dylan-mulvaneys-bud-light-ads-why-is-this-hurtful/ Llorens, A., Tzovara, A., Bellier, L., Bhaya-Grossman, I., Bidet-Caulet, A., Chang, W. K., Cross, Z. R., Dominguez-Faus, R., Flinker, A., Fonken, Y., Gorenstein, M. A., Holdgraf, C., Hoy, C. [...]
[...] In contrast, many alcohol and beer commercials cast women in either supporting parts or are objectified for the pleasure or sexual gratification of men (Shen, 2022). The above advertisements marginalize women from the target audience and perpetuate gender stereotypes. In mitigation for this gender bias in alcohol advertisements, marketers should highlight diverse groups of people of all genders who responsibly consume alcohol in social settings. Magazine - Parents Magazine The Parents magazine perpetuates traditional gender roles in its portrayal of parenting responsibilities by showing mothers as the primary caregivers in charge of childcare and household chores. [...]
[...] W., Ivanova, M. V., Jimenez, R. T., Jun, S., Kam, J. W. Y., Kidd, C., Marcelle, E., & Marciano, D. (2021). Gender bias in academia: A lifetime problem that needs solutions. Neuron, 109(13), Neuron, 109(13), 2047-2074. https://doi.org/10.1016/j.neuron.2021.06.002 Shen, T.N. (2022). The design of female presentation in TV beer commercials. Sociology Mind, 12(01), 20-27. [...]
[...] Despite being unskilled, he is polite and loves his family. Their adolescent children are forced to deal with the shame their father brings to the household. Usually smarter and more capable, the woman cleans up her husband's mess. By portraying men as bubbly and women as responsible, this humorous Magazine perpetuates gender stereotypes, portraying the misconception that men cannot handle home duties. The Magazine supports the myth that men are less active in childrearing duties and that women are inherently more skilled and nurturing caregivers. [...]
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