CULTURE AND SOCIETY
Gender Relations and Media Norms
Traditionally, gender relations are historic and cultural specified structure that regulates male and female interactions. Today, media and all forms of communication are central elements that affect the way of life with regards to gender and sexuality ( 2001, ). Media contains images and messages that influence the sense of identity. At the same time, media has directed and straightforward effect on various audience. Somehow, media can be assumed as a source of borrowing people’s identities.
In this case, gender relations are perceived to be contributory to the formation of media standards. This report would like to explicate how gender relations shape media norms. The historic identification of the role of man and women in the culture is among the assumption to be used in discussing this report. Existing beliefs will be compared with regards of today’s role of man and woman in the society in connection to media representation. As example, the segregation of men and women and the idea of male over female are to be used to focus on the discussion.
Media Representation
Representation refers to the construction in any medium (especially the mass media) of aspects of ‘reality’ such as people, places, objects, events, cultural identities and other abstract concepts. Such representations may be in speech or writing as well as still or moving pictures (, no date). Media representation is an active, creative process through which images signify different meanings rather than merely presenting themselves as objective reflections of reality ( & 1999, ).
The term refers to the processes involved as well as to its products. For instance, in relation to the key markers of identity – Class, Age, Gender and Ethnicity (the 'cage' of identity) – representation involves not only how identities are represented (or rather constructed) within the text but also how they are constructed in the processes of production and reception by people whose identities are also differentially marked in relation to such demographic factors. Consider, for instance, the issue of ' gazing ’. How do men look at images of women, women at men, men at men and women at women ( n.d.) Chandler provides a theoretical framework to illustrate the concept of media representation using the example of ‘cage of identity’.
Simply, a representation does not stand alone. It requires a medium to dissect its meaning and it is through the media that meanings are assigned to a representation. Depending on the media, a representation does not have a unique interpretation. Factors such as demographic profile of a viewer, social outlook, psychological stance, philosophy, ideology, culture, stereotyped meaning, etc determine the assignment of meaning to a representation. The circulation of meaning, however, always involves issues of power because those who wield power do so by attempting to fix meanings in accordance with their own bias. This is consistent with the idea that representation has assigned meanings which could be categorized as accurate or distorted depending on those who create and distribute a set of representations ( & 1999, ).
In history, media affects people – both man and woman, old and young – in particular, in gender and sexuality. But today, the concepts of gender and sexuality as well as gender relations affect media itself especially on the acceptance of what is standard and sub-standard, acceptable or not acceptable. Here is an example on how gender relations affect media standards.
The Concept of Segregation of Sexes and Men over Women
Primitively, the existence of gender segregation was evident. Today, with the emergence of contemporary principles and knowledge, this ancient belief was changed to some extent. Up to now, it continuously and dynamically evolves in its form. With the aid of media and all its ways and means, this is possible.
Media standards in relation to segregation of sexes are based on the role a character plays. For instance, domestic or romantic dramas in film or television (including soap operas) show us how males and females interact. When a person has a lover for the first time in their lives, how do they know how to behave? And where do we learn the typical shape and content of friendships? The main reference points are surely films and TV or even theatre.
Media norms on this aspect define the extent of the role of men as well as women in the society. Culturally, men are breadwinners. They are engaged in strenuous activities outside the house. On the other hand, women are expected to be caretakers of the family. They are kept within the vicinity of the house. Today, there are media portrayals and representation that are in contrast with the previously existing cultural belief ( 1999). Media depicts personalities, challenging the possibilities of reversing or bridging the gap of sex segregation. Gender relations shape a new belief that men could be equaled to women by means of collaborating them as one working pair towards a common goal.
The movie What Women Want (2000) is just one film to show gender relations and representations in the new millennium. The film stars Mel Gibson as an old-school sexist man, whose once-brilliant career as an advertising executive has started to flounder because of his inability to relate to female consumers. But then, an electrical accident endows him with the ability to hear women’s thoughts. With this movie, it challenges stereotypes by suggesting quite emphatically that men can and should learn to be more like women. However, the stereotypical ‘differences between the sexes’ are used and perceived to be essential to the humour of the whole film.
Media tries to equate the role of men and women in society today. These are apparent to some films where the male action hero works alongside a more-or-less equally powerful female action hero. For example, The Matrix (1999), Entrapment (1999), Tomorrow Never Dies (1997), The Lost World: Jurassic Park (1997), Starship Troopers (1997), Deep Blue Sea (1999), X-Men (2000), The Mummy Returns (2001), and even Speed (1994), Titanic (1997) and Shrek (2001).
As related to segregation of sexes, the idea of male over female is old as the current year. Media norms in connection to this aspect were focused on the mere physical capability of men and women. At present, media standards challenge the idea. An instance disapproving the belief on the superiority of men over women is the film Panic Room (2002). If men are known to be courageous, it is the other way around in the movie. Jodie Foster’s house was invaded by three men, but she subverts the ‘damsel in distress’ environment by being clever and resourceful instead. One of the male crooks, meanwhile, is frightened and sensitive. There are also several films centered on leading female action-hero roles: Tank Girl (1995), The Long Kiss Goodnight (1996), the Scream trilogy (1996-2000), Alien Resurrection (1997), Mimic (1997), Mulan (1998), Run Lola Run (1998), Crouching Tiger, Hidden Dragon (2000), Charlie’s Angels (2000), Hannibal (2001) and Tomb Raider (2001).
The gender relations as depicted on the aforementioned films are based on the media representations of the characters. In connection to the formation of media standards, gender relations affect them in such ways that it will define the extent of reality. Media norms with regards to men and women are no longer ancient in nature. As (1991, ) has argued, men and women are the same and different. Exploring their potentialities as well as their limits could be a mean to understand what is acceptable and what is not. In shaping media norms, gender relations identify the different standards set for each sex that are useful in creating materials suitable to the practices of the existing culture. Anything that is in contrary to the host culture is considered taboo or unacceptable.
Gender relations play as a parameter to set what is acceptable and not acceptable, to be shown or not to be shown in the eyes of the people. It affects media authorities and practitioners to critically evaluate their materials before bring them out publicly. Meanwhile, it also collaborates to the ethics of life and at the same time to the professional practice. Truly, media is very powerful and persuasive agent of change. Its efficient practice will create positive impacts to the life of every being who utilizes it for personal development. Relations between men and women may have generated media structures by factual representations. This is why most researchers have taken up the mettle in understanding its functions and impacts, thus, to make changing matters pertaining to society, the least of which is that of public opinion ( 1992, ).
To sum, the mass media has become more liberal and considerably more challenging to traditional standards since then. This has been a reflection of changing attitudes and also involves the media actively disseminating modern values. It therefore remains to be seen whether the post-traditional young men and women of today will grow up to be the narrow-minded traditionalists of the future. Gender relations are historically specific and need to be understood as such. In general, gender relations will definitely serve as an imperative factor in shaping norms not only in media but to the society as a whole.
References
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