How important is the media in setting gender roles Essay

How important is the media in setting gender roles - Essay Example The children, youngsters and people at large are vulnerable to the portrayal and textual messages in media because they are regularly exposed to them. Scientific research reveals that in cognitive learning, the individual learns by listening, watching, touching, reading or experiencing and then processing and remembering the information. (Think Quest, 2008). Theory of cognitive learning essentially implies that through various means of learning processes, people are able to retain the information in the memory and apply it as and when required. The theory becomes highly relevant when applied to media portrayal of gender roles. The impact of those visuals and the textual contents are reflected in the behavioural pattern of the people who consciously or unconsciously adapt the messages and images in their attitude and behaviour. Thus, role of media become a critical element in setting gender roles within defined societal paradigms. Television is most influential format of media that co nsiderably impacts people’s opinion and promotes diversity of roles that are gender based (Carter, Branston and Allan, 1998). Oprah Winfrey Talk Show is an exemplary example of empowerment of women. In the male dominated society, the rise of Oprah Winfrey, an African American woman is nothing short of a miracle. She serves as the most influential role model for millions of women across the world who has triumphed over social and racial prejudices to emerge as a symbol of woman power. Oprah Winfrey symbolizes empowerment a woman, who has risen above gender and race. Indeed, television has greatly facilitated in promoting empowerment of women as one of the most crucial issues for the wider... This essay "How important is the media in setting gender roles?" outlines how different forms of media portrays both gender and their gender roles. The general image of women has also got a great boost from the media. The news channels, showcasing the pertinent women issues of their empowerment and equal representation in national politics have had huge positive impact on the perception and opinion of general public. It plays a prominent role in the portrayal of women, especially those above fifty years of age. But it can also be said that though women may share almost equal platform on visual media as TV anchors, newsreaders, in general, they have not been given the space and the importance that they deserve. Celebrity status and glamour seem to be the important factor for projecting them in media. Looking at the increasing number of TV soaps and mainstream cinema, one discovers that the appeal for women protagonists invariably decrease with age! There are fewer films and prime time soaps with matured female artistes as main characters. Whereas their counterparts seem to have a new lease of life after fifty years of age! Sean Connery (The Rock, Finding Forester etc.), Richard Gere’ (Chicago, Flock etc.) are few actors who are able to get main lead in cinema, while in their 50s and 60s. Gender bias seems to dominate all areas of media, including news media which is highly retrogressing and demoralising for women professionals. Then again, literature has also a unique way in perpetuating new ideologies and values within the transforming societies.

Media Relations Essay Example | Topics and Well Written Essays - 1250 words

Media Relations - Essay Example Banks have to target the young generation via such social sites. The success of any business lies under one core fundamental factor: being available where the target clients are. It has not been different for Barclays, which boasts of its great success and a huge number of clients in United Kingdom. The bank has been at the forefront in close relation with media, ensuring that it utilizes social media to reach out to its loyal customer base and tap its potential. Depending on its diverse departments, Barclays has a number of Twitter accounts all branded differently. They are quite active, with the most active being @ BarclaysFooty, an account linked to the sponsored Barclays Premier League. The site has over 159, 000 followers, which is a huge number for a bank twitter account. Most of the times, the posts are often related to football updates and other competitions with the intentions of targeting the football fans. Barclay’s wealth and investment team also have a twitter account labelled @Barclayswealth, which has over 73,000 followers. It does posts financial investment updates and other banking services offered. The customers’ service twitter account is nabbed @BarclaysOnline, having over 48,000 users. It does receive the highest number of interaction with its clients. Its website does grant its clients the link to accessing twitter. During its working hours, the twitter services and responses are quite fast and timely. All potential queries responses are dealt with from Monday to Friday, between 8am to 8pm. The clients have reported satisfaction with the social systems, with the support team responding to a good number of queries, an element that does improve their customer care and public relations with the clients (barclays.co.uk). With over half a million likes, Barclays Facebook wall has maintained a constant service to its clients, similarly to its Twitter account. It does engage its clients all through the whole day, answering all