In media (advertising, news industries, entertainment) we usually can find stereotypes of men and women. Girls or women are placed in “disadvantaged situations, for example in passive and submissive roles“ and boys or men are shown as successful and as the stronger sex. As consequence “traditional gender roles and power relations have been deeply interiorized in people’s subconsciousness through the mass media which limits the development of both human personalities and social equality.“
To underline the definition we analyzed some advertisement in television. Here we have found the cliché that girls are shown as sweet and as those one who are playing with their Barbie dolls in their bedrooms while the boys are given more freedom and are able to play with their actions figures. Furthermore the cliché is the same for media, which is produced for adults like James Bond, where a hero (mostly a strong man) saves the beautiful and weak women (Bondgirl) against the bad guys. This concept has been working since the first James Bond movie was published.
The second advertisement is the series “Two and a half Men”. There we got two protagonists, called Charlie and Alan, who are living with Alan’s son in one house. Charlie is the successful one, the asshole who always gets what he wants, especially the girls he wants. Coldhearted and not spending attention on his brothers’ problems. In contrast, Alan is divorced and dependent on his brothers’ money. He lost everything, his wife got all. Charlie, Alan and his son, got a housekeeper called Berta. She is the one who does the cooking, washing and every other work. Even if those three guys are at home. In conclusion Charlie is presented as the stereotypical man of our society while Alan represents the Loser. Both are the climax of those two pictures we got of a typical man. The “real man” is somewhere between.
If we consider the girls who are part of the series, we can state that media represents girl as beautiful and silly human beings. These girls watch out for men with a lot of money.
In contrast to this, there is Evelyn, who is a self-dependent and selfish woman who does not care for the others especially does not care for her sons. As well in this case, the “real woman” is anywhere between these two types of women.
Afterwards, a second story of “Two and a half Men” was published. Here, Charlie has died and the new protagonist, Walden, has taken his place. Walden is a character who represents the “real man”, the balance between Charlie and Alan. While mostly men were watching the series, nowadays is also being watched by a lot of women.
Based on this example we can note, that stereotypes are still aware in our modern media. But the way, media illustrate those stereotypes, has become much more versatile. This is caused by the fact that our stereotypes were criticized by our society. Now media got the duty to reflect our society. In conclusion: while these stereotypes are changed through our society, media changes its representation of our stereotypes, too. Then again, people who see the “new media”, start to think about the change of stereotypes. This leads to the deduction that media is influenced by our society and media influences our society. So, also stereotypes change and are changed through our modern media.