Media and Technology - Feminist Perspective

Media and Technology SOCI 1306 Feminist Perspective Women's representation in popular TV series, commercials, and online gaming platforms has long been the focus of debate and controversy. These media frequently present women in a limited range of characteristics that align with the conventional ideas of beauty held by society: they must be youthful, pretty, slender, White, or light-skinned. This consistent portrayal plays a significant role in creating and maintaining gender stereotypes, rather than just serving as a nice mirror of popular culture. Theorists of the feminist viewpoint contend that these idealised representations are essential to the formation and maintenance of stereotypes that restrict how women are viewed and treated in a variety of contexts. For example, a 2009 study by Fox and Bailenson discovered that gender-stereotypical female avatars on the internet might intensify anti-women sentiments. Similar to this, Brasted (2010) emphasised that gender stereotypes are greatly aided by the media, especially advertising, which frequently presents women as objects of desire or submissive. These representations have a significant effect on society norms and institutional procedures in addition to individual views. Ms. magazine established a strategy to publish without any commercial advertisements in 1990 after seeing the negative effects of commercial advertising on female portrayal. This action was a direct reaction to the widespread use of gender stereotypes in advertising, which frequently promote damaging and inaccurate perceptions of women. The impact of these preconceptions are most noticeable in the gender gap that exists in tech-related disciplines like science, technology, engineering, and math (STEM). The U.S. Department of Commerce acknowledged the pervasive bias that portrays males as the major bearers of technology knowledge and competence in a 2011 study that claimed gender stereotyping is a key factor contributing to this imbalance. This stigma impacts women's advancement and treatment in these industries in addition to discouraging them from seeking jobs in them. But the impact of gender stereotypes goes much beyond the digital sphere. Stereotypes that denigrate women are greatly strengthened by press coverage and media representation in general. Women's accomplishments and talents are frequently undervalued in media coverage, which trivialises their contributions and perpetuates the idea that a woman's worth is primarily determined by how she appears. When women challenge these widely held beliefs, they often encounter criticism and unfavourable comments, which strengthens the stereotypes that restrict their options and positions. The emergence of new media has presented possibilities as well as obstacles in the battle against gender stereotypes. On the one hand, prejudices already in place may be strengthened and even perpetuated by new communication outlets. The internet's generally uncontrolled atmosphere fosters the growth of antifeminist acts, such as human trafficking and pornography. In a 2010 opinion paper, the Advisory Committee on Equal Opportunities for Men and Women cautioned about these risks, highlighting how gender disparities in technology and media access might be strengthened by new media. This cautious approach emphasises the necessity of control and watchfulness to stop the spread of damaging habits and stereotypes. However, new media also provides other platforms for feminist organisations and the discussion of feminist concepts. There is a great chance that new media will level the playing field for men and women in the fields of technology and public debate. The application and promotion of feminism online is known as cyberfeminism, and it has become a hot topic of conversation. Studies on cyberfeminism cover a broad spectrum of subjects, such as the Suicide Girls website (Magnet 2007) and the liberating use of blogs by women residing in Iraq during the Second Gulf War (Peirce 2011). These studies show how women may utilise new media in a variety of ways to dispel preconceptions, share personal stories, and promote gender equality. A positive aspect of modern media is cyberfeminism, which gives women a voice and a platform to question conventional gender roles. By giving women a place to gather, plan, and mobilise around feminism, it promotes a feeling of belonging and togetherness. New media has the power to democratise communication and information, giving voice to the voiceless and opening doors for social change. This is its liberating potential. New media has great potential, but it also has drawbacks. The proliferation of sexist information and antifeminist language can be facilitated by the uncontrolled nature of online forums, which presents serious obstacles to the progress of gender equality. In conclusion, deeply ingrained gender stereotypes are still reflected in and reinforced by the way women are portrayed in popular media, including television series, advertisements, and internet platforms. These portrayals have a significant impact on society perceptions and the possibilities that are open to women, especially in industries like technology where males predominate. Although new media brings problems that need to be properly addressed, it also has the ability to challenge these assumptions and provide feminist debate a forum. The fact that new media can be both a vehicle for positive change and a place where harm is inflicted highlights the necessity of ongoing activism and watchfulness in the fight for gender equality. Feminist scholars and advocates need to manoeuvre through this intricate terrain, capitalising on favourable prospects and tackling obstacles that may jeopardise their endeavours.