An analysis of the media as a key socialising agent for gender and gender stereotypes.
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2023
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Abstract
This study examines how the media influences gender identities among university students by studying harmful gender stereotypes toxic masculinities and femininities. Qualitative data were gathered through detailed interviews with students aged 18–26 at the University of KwaZulu-Natal, Howard College campus, using snowball and purposive sampling. The thematic content analysis involved coding the interview transcripts, identifying recurring themes, and analysing patterns in the data. The study revealed that the media significantly influences how students view themselves and others. Men are frequently shown in powerful roles, while women are often portrayed in submissive roles. This reinforces harmful gender stereotypes and unequal power dynamics. Participants observed that societal norms restrict women from independence and limit men from self-expression. These observations reflect entrenched, harmful gender norms. Moreover, male power dynamics and societal structures frequently contribute to gender disparities and reinforce damaging gender stereotypes.
Students encounter challenging stereotypes regarding women, which persist through the depiction of beauty norms and traditional gender roles. Furthermore, the media portrays hegemonic masculinity, which refers to the dominant form of masculinity that idealises traits like aggression and control. This perpetuates restrictive and harmful ideas of true masculinity. To promote gender equality, the media should prioritise equality in content, policy, and practice. To combat gender-based violence, address public health issues, and promote positive and constructive gender practices, it is critical to address gender stereotypes in the media. The media exerts a significant influence on societal norms and values. Therefore, it is essential to coordinate efforts to foster a deeper understanding of harmful forms of masculinity and femininity, while also promoting positive gender practices. Gender-based violence and problems with public health will only get worse if harmful gender stereotypes in the media are not addressed.
Future research should explore the impact of the media on gender identities across different cultures and promote positive representations of gender. Gender socialisation significantly shapes an individual’s views on gender roles, beliefs, cultural norms, and societal expectations. This underscores the critical importance of implementing education programmes that integrate gender equality education into curricula and community initiatives that establish safe spaces for open dialogue, challenging traditional societal gender norms.
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Masters Degree. University of KwaZulu-Natal, Durban.