Gender Stereotypes Essay

The work's topicality is characterized by the existence of the gender stereotypes in society, having generalization, and does not reflect individual differences in the human categories. Meanwhile, there is still discrimination on the labour market, human trafficking, sexual harassment, violence, women and men roles and their places in the family. Mass media offers us the reality, reduces the distance, but we still can see the negative aspects too. TV cultivates gender stereotypes, offering ideas about gender, relationships and ways for living. Such media ideas attach importance to many people in the society. Consequently, it is quite important identify gender stereotypes in the media, in order to prevent false views relating to gender stereotypes.

The study aims are to identify and analyse gender stereotypes on LNT advertisements; were selected the most often shown ads and the experts interview was analysed using content analysis research method.

The paper mission is:

• to describe commercial channel LNT and its development;

• to explore the LNT ads running tasks and objectives;

• to define the concept of the gender stereotypes;

• to explore the adolescent's perception of character;

• to analyse LNT brightest ads samples and the expert’s opinion – interview (LNT advertising account manager) Sandris Lizbovskis, to get LNT employee view on the gender stereotypes.

• to find confirmation or refutation of the gender stereotyping existence in the advertising.

Commercial channel LNT and the advertising

In 1996, ‘PICCA TV’ and ‘NTV5’ co-operated together and formed LNT - the first private TV channel in Latvia, defining the mission: We are a family channel. We produce competitive and qualitative audio visual products.

Furthermore, medi...

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... concept of the stereotype. He was a journalist and media critics, who criticized the media for a false reality construction through stereotyping. The author argues that media influence views and give us ideas and the audience accept it as correct ones. ‘The media is producing simplified pictures, because stereotypes are the most common form of coercion, which may construct the world. We learn about many things, we had no experience about. Stereotypes are accepted as a leading process’.

Stereotypes are cultivated in mass media, Burton (2000, p.172) demonstrates that, of course, television channel is full of stereotypes.’ The media materials are full of stereotypes, which is characterized by continuous repetition.’

In conclusion, media produces certain stereotypes both in behaviour and in style; it isolates audience from the true reality, the problem needs attention.