1. Gender Communication in
Media
Nate Prince

2. Media
There is no such thing as “the media” that
exists as one large, singular being
“Media” is a plural term that includes TV,
radio, movies, newspapers, magazines, the
Internet, and books, among others
While operating as separate entities, media
tend to have overriding, dominant themes
that shape, influence, and reinforce
identity

3. Media as an Institution
Media Economics
Media and Power
Media and Hegemony
Media Polyvalence and Oppositional
Readings
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4. Media Economics
Media is not just art, but is a commercial
product that exists in part to make money
It is usually targeted at certain groups in
order to sell certain products
Commodification is a result
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5. Media and Power
Media can liberate as well as constrain,
often at the same time
It is always influencing norms about every
aspect of identity, including gender
Media is “simultaneously, a commodity,
an art form, and an important ideological
forum for public discourse and social
issues and social change” (Dow 1996)

6. Media and Power
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7. Media and Hegemony
The hegemonic way society is perceived
needs to be maintained and reinforced
Contradictions appear as media both
reinforce norms and create opposition at
the same time
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8. Media Polyvalence and Oppositional
Readings
The meanings interpreted from media
depend on the audience
Viewing media in a critical way requires
work and critical skills, such as a gendered
lens
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9. Interlocking Institutions
Media are “the mechanisms by which
other institutions are represented and
constructed.”
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10. Body Image
Media effect male gender norms as well as
female, and is increasingly influencing
male body image
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11. Media Research
Media Content:
-analysis that quantifies what is in media
and assumes effects
Media Effects:
-tries to put numbers to the effects of content
analysis
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12. Gazes
“Gaze” is the way a medium is looked at,
predominantly from the White male
perspective
Our gender roles are
influenced by how
we think the world
looks at us
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13. The Oppositional Gaze
As long as we understand that media is
putting is in a certain perspective, we can
actively seek to view media from a
different point of view and create our own
counter messages
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14. The Oppositional Gaze
Some identities are commodified, and sold
to people who identify with other groups
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15. Media as Liberator and Constraining
Gender is Constructed and Thus Always in
Flux
Resecuring Genders’ Borders
Progressive Representations Resecure
Traditional Gender Norms
New Technologies Replicate
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16. Gender is Always Changing
More than ever before media is addressing
the idea of “how to be a Man”
Publications have always existed about
how to be feminine, but the idea of
masculinity was considered obvious
Race and ethnicity influences how culture
construct gender roles and identities
Ideas, such as “feminism”, are sometimes
commodified and used to sell products

17. Gender Borders
Some are worried that the idea of
masculinity is being destabilized
We see the results of this fear in such
films as Fight Club
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18. Progressive Representations
Resecure Traditional Gender Norms
Media constrains gender identity even
when it seems it is liberating
Subordinate roles are still seen within the
framework of existing cultural norms
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19. New Tech Replicates Old Norms
The Internet was supposed to transcend
gender, age, race, ethnicity, and every
other gender identity
There is still a digital divide that restricts
Internet access to many people
Gender identities are just as important in
online communication as they are in any
other form of communication

20. Conclusion
Media allows for a large range of gender
roles to be performed, but there are still
limits
In order to consume media effectively, we
must use a gendered lens and understand
that we can be active
participants rather
than simply passive
bystanders
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