Media Definition of Gender Roles and Gender Stereotypes

Ovim se radom želi istražiti kakav utjecaj imaju danas sve više prisutni masovni mediji na stvaranje rodnih uloga i rodnih stereotipa te imaju li ga uopće. Najviše će se obratiti pozornost na već duboko ukorijenjene rodne uloge koje su još uvijek prisutne u velikom dijelu, kako privatnih tako i javnih sfera života. Od davnina žene su bile niža klasa, nisu imale jednaka prava kao muškarci, nisu se mogle obrazovati na istoj razini, jednostavno su bile marginalizirane. Danas masovni mediji imaju veliku moć prijenosa informacija, ali njima se prenose i općeprihvaćeni kulturni obrasci poimanja roda i spola koji mogu utjecati na percepciju ljudi, njihove stavove, uvjerenja i ponašanja. Rodna stereotipizacija tako je najviše izražena u oglašivačkoj industriji, odnosno reklamama, bilo na televiziji, internetu, radiju ili u tisku. Pronalazimo ga i u informativnom programu, dramskim serijama, video igrama. No, pitanje koje se postavlja je odražavaju li zapravo mediji društvo ili je društvo ono koje upravlja medijima?This paper seeks to explore the impact of today's increasingly mass media on the creation of gender roles and gender stereotypes, and whether they have it at all. Much attention will be paid to the already deeply rooted gender roles that are still present in much of both private and public spheres of life. Since olden times, women were the lower class, did not have the same rights as men, could not be educated at the same level, they were simply marginalized. Today, mass media have a great deal of information transfer power, but also generally accepted cultural patterns of gender and gender perception that can affect people's perceptions, attitudes, beliefs, and behaviours. Gender stereotyping is thus most pronounced in the advertising industry, in commercials, either on television, the Internet, radio or in print. We find it in an information program, drama series and video games. But the question posed is whether the media is reflecting the society or the society controls and manages the media