Advertisements by the mass media In mass media advertisements, sex stereotyping tends to be at its greatest because the intended audiences are normally either male or female.
Morley in his work opines that, ‘The younger generations are especially influenced by its depiction of gender roles.
Even though television has improved very well in its representation of gender, women are still stereotype in conventional roles, and under-represented, while men are revealed or seen as dominant figures’ (Lawrence, 2004, p.28).
For instance the gender roles that the society expects from its citizens has tremendously changed over the past decade and such changes have really affected relations at work, home, school and all Americans at large.
This paper seeks to expound on the role of mass media in the development of gender roles.