Media gender stereotypes and interpretations by female Generation Y

Robertson, Euan
June 2010
Forum on Public Policy: A Journal of the Oxford Round Table;2010, Vol. 2010 Issue 2, Special section p1
Academic Journal
Contemporary media representations surrounding gender often accentuates emerging stereotypes while affirming existing stereotypes around the post feminist and hegemonic female with manifest constructs of what is normal and natural. These stereotypes often reverse historical gender roles both in the home and workplace. Young females also have no qualms about the body beautiful and resultant gaze especially if it represents success or celebrity status and ultimately empowerment. This paper will focus on a Generation Y female perspective and will explore the influences of media gender representations and stereotypes on young female attitudes and individuality. It will analyse how these stereotypes affect student perceptions and articulation around gender portrayal within the context of self-expression. The discourse centres round media constructs of third wave feminism and how messages within popular culture are encoding and decoding. Lastly the paper will investigate the changing role of gender hierarchies.


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