Intercultural Communication
Gender Stereotypes
In this essay I will define and discuss stereotyping and gender stereotypes paying
particular attention as to how gender stereotypes influence our Cognitive processes and
how the media contributes to these stereotypes .
According to O’Sullivan, Hartley, Saunders, Montgomery and Fiske, 1994:299-300 in
Holliday, Hyde and Kullman, 2004:126, stereotyping is concerned with the categorisation
of groups and people as generalised signs, which signify values, judgements and
assumptions regarding their behaviour.
Gender stereotypes occur when one applies general characteristics, opinions and roles
towards either gender. This occurs in our everyday society on a regular basis,
particularly in the media. For instance, when companies advertise to sell products to do
with cleaning or babies, they portray women in housecleaning or child rearing roles.
Moreover, they sell products like beer and cars......
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Approximate Word Count: 846
Approximate Pages: 4 (260 words per double-spaced page) |