Question

Choose either racism or sexism as your topic for this question. How is racism or sexism present in media? How do these media shape culture? In your answer, use two of the following concepts: consumerism, media effects, hegemony, reflection theory.

Answer 1

The topic chosen is se-xism

There have been a number of se-xual abuse scandals, which have stunned the nation and the world. It has been felt by many of the female politicians, arts etc, that on an average, females would be criticised in harsher forms than the males for same or similar actions. Our television commercials cast women in domestic roles, and this takes place on more than a frequent basis. Men are seen to be read in newspapers or watching tv, where, women are shown to carry out household chores.

Though, in certain ads such as mr muscle a male superhero is shown to advertise a product, but he is not shown to clean any of the household stuff. In some of the television ads where men are seen to work, obtain se-x as the reward. This is not something knew, as according to the reflection theory, the media are displaying exactly that is happening in the society. Either, the men don’t do household chores, or if they do it’s for a reward.

This occurs because of the male hegemony prevalent in this patriarchal society. Masculinity does not consider doing household chores as masculine. There has to be power inequality, only that can maintain balance of the society.