On gender stereotyping on television.

""This book examines social gender representations in the content of mass media in various cultures"--Provided by publisher"--

The Oxford Handbook of Media Psychology explores facets of human behaviour, thoughts, and feelings experienced in the context of media use and creation.

Women have fulfilled film roles that exhibit their historically subservient or sexualised positions in society, among others. Over the decades, the gender identity of women has fluctuated to include powerful women, emotionally strong women, lesbian women, and even neurologically atypical women. These identities reflect the change in societal norms and what is now acknowledged as more likely and more mainstream. The evolution of society’s views of women can be mapped through these roles; from 1950’s America where women were depicted as the counterpart to male characters and their masculinity either as a threat or support to the patriarchal norms; to more recent times, where these norms have been questioned, challenged, deconstructed and reconstructed to include women in a more equitable balance. The fight for equal access, equal pay and equal standing still exists in all walks of life and different cultures requiring continued scrutiny of the norms that made that fight necessary. The essays offer a unique vantage of the changing culture and conversations that allowed, encouraged, and praised an evolution of women’s roles. They strive to represent the issues faced by women, from the early heyday of Hollywood through to films as recent as 2007; examining depictions of the masculine gaze, mental and physical oppression, the mother figure, as well as how these roles may develop in the future. The book contains valuable material for film students at an undergraduate or post-graduate level, as well as scholars from a range of disciplines including cultural studies, media studies, film studies and women’s and gender studies.

This study examined gender representation and occupational portrayals on primetime television, in order to determine if gender-role stereotypes are still present throughout programming, and what progress, if any, has been made in comparison to previous studies. A content analysis was done on primetime programming airing during the fall of 2013 on ABC, CBS, NBC, Fox, and the CW, and analyzed gender, major and minor character, genre, occupation, and marital status. The findings of this study reveal that women are still underrepresented on-screen, as well as in prestigious occupations, especially when compared to their real world representation. This study also examined the five broadcast networks individually and found gender representation and occupational portrayal differences between the networks, revealing which networks have made progress towards equal and accurate representation, and which have not. The results of this content analysis suggest that stereotypical representations of men and women are still frequent on primetime television. Furthermore, these findings were examined in relation to social cognitive theory to determine the potential effect these portrayals could be having on viewers' gender role beliefs. While some improvements have been made in comparison to previous studies, progress still needs to be made among all primetime programming to represent female characters in a wide variety of occupations and roles that are more consistent with reality.

In the 1990s, American televison audiences witnessed an unprecedented rise in programming devoted explicitly to women. Cable networks such as Oxygen Media, Women's Entertainment Network, and Lifetime targeted a female audience, and prime-time dramatic series such as Buffy the Vampire Slayer, Judging Amy, Gilmore Girls, Sex and the City, and Ally McBeal empowered heroines, single career women, and professionals struggling with family commitments and occupational demands. After establishing this phenomenon's significance, Amanda D. Lotz explores the audience profile, the types of narrative and characters that recur, and changes to the industry landscape in the wake of media consolidation and a profusion of channels. Employing a cultural studies framework, Lotz examines whether the multiplicity of female-centric networks and narratives renders certain gender stereotypes uninhabitable, and how new dramatic portrayals of women have redefined narrative conventions. Redesigning Women also reveals how these changes led to narrowcasting, or the targeting of a niche segment of the overall audience, and the ways in which the new, sophisticated portrayals of women inspire sympathetic identification while also commodifying viewers into a marketable demographic for advertisers.

This book offers readers insights into the transformations taking place in the presentation of gender portrayals in television productions aimed at younger audiences.