Gender stereotypes: Portrayal of women in the mass media

U ovom se radu analiziraju uloga i prikaz ženskog roda u različitim medijskim sadržajima masovnih medija (vijesti, oglašavanje, časopisi i magazini), s fokusom na različite primjere rodnih stereotipa koji potiču rodnu nejednakost. U radu se prvo definiraju glavni pojmovi poput rodnih stereotipa i masovnih medija. Nadalje, obrađuju se razni primjeri iz prakse i detaljnije analizira zastupljenost žena u masovnim medijima kroz, tzv. sekundarne izvore, odnosno pronađene odabrane statističke rezultate i rezultate istraživanja. Posebna se pozornost pridaje nastanku i razvoju rodnih stereotipa kroz povijest u medijima i društvu. Na prvom mjestu onih koji negativno utječu na ženski rod te prikazu žena u različitim medijskim sadržajima, u kojima se može uočiti pojava i primjena istih društveno prihvaćenih rodnih stereotipa. Cilj rada je što preciznije prikazati utjecaj i prisustvo rodnih stereotipa u medijskim sadržajima - osobito negativnih, koji svakodnevno iskrivljuju prikaz i mogućnosti ženskog roda. Iznesenim istraživanjima i rezultatima analiza, rad poziva na osvještavanje problema rodne nejednakosti u medijskim sadržajima te na moguće promjene koje bi vodile do jednakosti oba roda.This final paper analyzes the role and presentation of the female gender in various contents of the mass media (news, advertising, magazines) with a focus on various examples of gender stereotypes that promote gender inequality. The paper first defines the main concepts such as gender stereotypes and mass media. Furthermore, various examples from practice are processed and the representation of women in the mass media is analyzed in more details through the so-called secondary sources, selected statistical results and found research results. Special attention is paid to the emergence and development of gender stereotypes throughout history in the media and society, primarily those that negatively affect women, and portrays women in various media content in which can be observed the emergence and application of socially accepted gender stereotypes. The aim of this paper is to show as accurately as possible the influence and presence of gender stereotypes in media content - especially negative ones, which distort the portrayal and possibilities of the female gender on a daily basis. With the presented research and the results of analyzes, the paper calls for awareness of the problem of gender inequality in media content and for possible changes that would lead to equality of both gender