Many people argue that women’s portrayal in the media remains misleadingly narrow. But the advent of influencer culture may provide more agency to women, who can control their own portrayal.
Take a look at popular television shows, advertising campaigns, and online game sites. In most, women are portrayed in a particular set of parameters and tend to have a uniform look that society recognizes as attractive. Most are thin, White or light-skinned, beautiful, and young. Why does this matter? Feminist perspective theorists believe this idealized image is crucial in creating and reinforcing stereotypes. For example, Fox and Bailenson found that online female avatars conforming to gender stereotypes enhance negative attitudes toward women, and Brasted found that media (advertising in particular) promotes gender stereotypes. As early as 1990, Ms. magazine instituted a policy to publish without any commercial advertising.
The gender gap in tech-related fields (science, technology, engineering, and math) is no secret. A 2011 U.S. Department of Commerce Report suggested that gender stereotyping is one reason for this gap which acknowledges the bias toward men as keepers of technological knowledge (US Department of Commerce 2011). But gender stereotypes go far beyond the use of technology. Press coverage in the media reinforces stereotypes that subordinate women; it gives airtime to looks over skills, and coverage disparages women who defy accepted norms.
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