Sociology of Media and Gender Stereotypes: Reflections on the Portrayal of Women

This paper is an attempt to critically analyse the role of media in promoting gender stereotypes and perpetuating gender hegemony. The observations are made on the basis of advertisement content on television and in print media with reference to various newspapers and magazines. The media today is a vibrant means of constructing, influencing and moulding public opinion as its reach and impact have increased many folds as compare to a decade ago. Media projects and presents society in its varied shades and also acts as a catalyst of change. It disseminates knowledge and information besides entertainment. It has the power to influence socio-economic and political structures of the society. Thus, media has a responsibility to work for the weaker sections of society