Gender representations in the media and the importance of critical media literacy

Abstract

This chapter examines gender as constructed, represented and reproduced in mass media texts of print, television, film, and popular music. We examine gender representations and stereotypes in popular western mass media. Production practices that create gender positioning and audience choice of media texts and their response to gender representations are also examined alongside. Importantly, we look at the complexities of engaging with media literacy and the deeper notions of critical media literacy. The questions we ask are: Is media literacy an act of critical reading of print and audiovisual texts, critical viewing of television, films, or advertising? Or, does it encompass all of the above and also move toward a critical, reflective, indeed, autonomous stance, so that viewers and readers can gain greater control over the complex ideological and discursive influences exerted by media? The chapter begins with a brief definition and history of media literacy, proceeds to examine stereotypes in the media, and concludes by highlighting the importance of a critical reading practice.