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Gender and Media It is a fact that since the time when Medias began to play an increasingly important role in lives of Americans, the whole gender-based structure of American society started to become more unisex. Because of that, the social roles that used to be traditionally assigned to males and females cannot be thought as distinctive behavioral concepts. The essence of this metaphysical evolution appears to be quite simple. Medias try to apply notions of sensitivity, insecurity and femininity to the males, while women are being discussed in terms of masculine qualities, such as self-reliance, intelligence and individualism David Gaunlett in his book Media, Gender and Identity had very accurately pointed out to the current trends in Medias, when it comes to dealing with issue of gender: Magazines for young women are emphatic in their determination that women must do their own thing, be themselves, and / or be as outrageously sassy and sexy as possible. Several recent movies have featured self-confident, tough, intelligent female lead characters. Female pop stars sing about financial and emotional independence, inner strength, and how they don't need a man; and the popular mantra of self-help books is that women can become just as powerful as these icons, if they cultivate their confidence and self-belief, and draw up a plan of self-development (Gaunlett).
Nevertheless, it cannot escape ones attention that even very moderate propaganda of womens emancipation is nothing but a part of feminism as ideology. But this is not a secret that feminism had sustained a crushing defeat as philosophy, because it is based on denying the laws of nature. Therefore, the proponents of this idea had changed their tactics. Instead of trying to embrace masculine qualities as something natural to women, now they enforce femininity upon males.
Their ultimate goal appears to be nothing less of erasing all difference between genders on social level. There is no doubt that, as any utopia theory, the feminism and political-correctness is bound to fail, even though that it seems now that there is nothing that can prevent American society from being overly feminized. Modern Medias try to popularize the myth of angry white male among Americans, in order to weaken their immunity against various sick ideas that are being promoted by the same Medias. It also needs to be noticed that there is unmistakably racial badness about how Medias describe dangers of conservative retrogrades. It is usually White males that portrayed as evil in movies and sitcoms. Nevertheless, the political observers notice that the popular notion of angry white male will be soon accompanied by the concept of angry white female.
As a rule, Black women are described by the media as the victims of unjust social realities. They are shown as highly spiritual beings that are in touch with expressions of nature. The movie Beloved is a good example Oprah Winfrie plays the role of honest and loving Black woman, while in real life she is greedy and vicious TV host. In movie Maid in Manhattan the White English woman is shown as an embodiment of evil, while Mexican American Jennifer Lopez is a modern days Cinderella. The same applies to the portrayal of Asian females they are generally represented as more decent and compassionate than the White.
The recent TV series Commander in Chief features Geena Davis as American President. Apart from purely comical aspect of such prospective, one cannot escape noticing that many Geenas accomplishments in this movie can be simply explained by the fact that she is woman, which according to the producers, makes her a superior president. This, of course, is nothing but promoting the idea of female superiority. In my opinion, instead of bringing more egalitarianism into American society, the Medias create atmosphere of intolerance towards any expression of masculinity by males, while the same expression is welcomed on the part of women. Such situation cannot be thought of as normal by anyone who hasnt completely lost its sanity.
Therefore, I think that modern American Medias actually add to the deepening of the gap between genders in this country, instead of thriving to make it smaller. Bibliography: Gaunlett, D. Media, Gender and Identity. (July, 2002). Media Gender and Identity Web Site.
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