KAHIF BASHIR HASHMI

ANJUM ZAHID

Socialization is a process of social interaction through which people acquire (1) personality and identity and (2) the way of life of their society.

Through socialization, we internalize the culture of our society.

The result of successful socialization is that the world becomes so comprehensible that we can take it for granted.

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YOU

AGE

FAMILY

WORK

MASS MEDIA

SCHOOL

PEERS

SOCIALIZATION THROUGH THE MEDIA

This icon indicates television programming for children

age 7 and up, with fantasy violence.

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process of learning the social expectations

and attitudes associated with one's sex.

Sociologists explain through gender

socialization why human males and females

behave in different ways: they learn

different social roles. For example, girls

learn to do different household chores than

boys; girls learn to bake and clean, and boys

learn to mow lawns and take out garbage

Gender Socialization Occurs through such diverse means as parental

attitudes, schools, how peers interact with each other, and mass media. Sometimes gender roles lead to inequality; for example, women's social roles were once more restricted regarding politics, and prohibited women from voting. Some researchers believe that biological differences underlie some behavioral differences between males and females; others disagree.

Gender Socialization

Refers to the process of learning “appropriate” gendered behavior through agents of socialization.

Though gender roles have changed, they remain prevalent and powerful.

Studies show that even parents who do not believe they are socializing their children according to gender are, in fact, doing so.

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GENDER SOCIALIZATION

This process has been found to begin before birth.

Parental presence and behavior play a role in gender socialization.

Toys, television, movies, and even books also contribute to differential role construction.

Cross-culturally, it is okay for girls to choose boy toys, but not vice versa.

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Create, manage, and control impressions of what is deemed important and real

May inadvertently perpetuate stereotypes

May teach individuals to become obedient consumers

Exert powerful socializing influence but effects difficult to measure

Most effects impersonal and transmitted in one direction

Research on effects of violence in mass media debated

Research into influence of media

McRobbie – 1970s found that girls magazines tended to encourage romance and ‘keeping a man’ often through domesticity.

Currie (1999) found dramatic increase in emphasis on beautification. Concept of ‘slimblondeness’

Rutherford 2000 onwards - Growth of male magazines FHM, Loaded etc. and focus on body image.

The Mass Media

Magazines for teenage adolescents encourage them to concentrate on appearance and romance rather than on education and careers;

Women’s magazine’s are apprentice manuals for motherhood and domesticity;

Adverts continue to show women disproportionately in domestic roles and emphasise their physical looks and sex appeal at the expense of ability and personality;

MASS MEDIA

Children learn a lot about gender from the mass

media

Males and females are portrayed differently

Female characters are sexualized, even when they

are portrayed in serious roles such police officers,

nurses, doctors, and lawyers

Men on TV are portrayed as heroes and problem

solvers

As the media continues to represent men in advertisements more than women, our society continues to respect and represent men more than women in every aspect of our daily lives. Women continue to be paid less at certain jobs, and experience more discrimination than men.

men are more present in television commercials than women these trends are one measure of how society views women and men.

male voice-overs occur approximately 90% of the time, and there is unequal gender representation in commercials.

there is a greater use of female product representatives for domestic products and… male product representatives for nondomestic products.”

MASS MEDIA

The Future of Gender Roles

Ideas about characteristics that are traditionally associated with men (aggressiveness, independence, strength) and women (nurturance, passivity, emotions) are changing.

Both sexes are considered equal, and women and men may pursue the same occupational, political, and domestic roles.

Gaining power through its influence in Society

Different media houses trying to gain monopoly

Freedom of media in democracy Responsible or not???????