Mass Media Controls Society at Such a Young Age

We are all humans, as social beings living in our society today we are more often then not exposed to frequent media on a daily basis.  We are like a clock always moving and never stopping, breathing and thinking, which is why we don’t consider the power and influence the mass media has taken over our society. It is depressing how over time the media has been the most prominent in the way it has upheld the negative gender stereotypes and the inequalities shown in the our world today.

Considering that the society we live in plays a huge role in shaping both our attitudes and behaviors of each individual, whether we want to accept it or not. Adults and children are both constantly bombarded with information the media throws out which influences how we perceive the world. In the past it was usually our family, community, and school that influenced and dictated how we should behave and act, based on what was considered  “normal ” in society. However, the growth of mass media has had a great significant in the lives of every human being, but on of the media I will be discussing is television and  how it has become one of the powerful medium in the lives of children.   

In todays society the television set is so prominent in so many households, it is not only a use of entertainment but also an important source of how information is passed. The average American over the age of 2 years old spends more than 35 hours a week watching live television it is inevitable that, television is a learning source, that develops certain social roles and behaviors of a person.

Television however portrays information about the gender roles and expectations that must be held by a specific gender, whether we directly see it or we clearly need to stop and analyze to understand the true message behind it. But how exactly is a child going to understand the messages behind it? There whole point of watching TV is to have free time. Although the messages have not changed since the 1970’s when the majority of the commercials displayed on TV were both females and males in the "traditional" stereotypical roles, but surprisingly they still continue to be displayed today. 

More often then not the commercials and their depiction of females and males are often thought as a reflection of the norm, but may simply be creating the norm. TV for example strongly influences a child’s way of seeing what is considered “normal.” For example when boys’ commercial appear they show boys seeking power, physical action, strong, and with cars. As we consider these types of commercials it shows a child about manipulating movements, building strength, and perceiving power.  Girls’ commercials on the other hand represent girls with dolls, cooking/housekeeping equipment and products that make them feel less worthy and passive. However, the types of objects and activities that are portrayed to be “normal” for girls and boys are seen through television commercials. But we can clearly see that if a child is exposed to this information at a young age they will begin to develop stereotypical options and views of what types of roles and activities is “normal” for boys and girls to identify with. In a study by Ruble, Balaban, & Cooper (1981), children were more likely to avoid a toy if they are shown a child of the opposite sex playing with it on a TV toy commercial. Ultimately, the media is sending these types of messages to a child whose knowledge on gender identity is yet still growing. However, children will continue to perceive the world based on what is portrayed on Television rather then having the opportunity to discover on their own.

Gender stereotypes are often incorporated into media and advertising. Yes its true! It strongly supports the characteristics that society typically expects men and women to BE. Society accepts these roles because it is what the media throws out and it is seen as normal. However as the viewers continue to look at TV or media at all they should take into account what is being presented rather then part taking in the culture of oppression towards both genders.