By: Rida Sohail
Gender stereotyping is defined as the generalization or identification of the characteristics and qualities of a person on the basis of his or her gender. Gender stereotyping reflects how a man or woman should actually behave. It identifies their roles in the society. Every country has its own culture, traditions, norms and values. Additionally, different nations have different mindsets, but if we talk about the culture and traditions of Pakistan, it is usually highlighted that the women should always be busy in performing house chores and they should stay inside the houses. On the other hand, the roles which are highlighted for men are that they will be dominant and known as breadwinner.
The discourse of gender and media are intensely interlinked. Media plays an important role in reinforcing these gender stereotypes especially in Pakistani society. Media usually display the typical feminine traits like women are not aggressive; they are dependent, submissive, passive, kind, and gentle and home oriented. Additionally, it is always highlighted on media that women can be easily influenced, they cannot make decisions, and they are very sensitive and easily gets emotional. Moreover, the characters which are given to the women in showbiz industry are more indecisive, talkative and nurturing. On the other hand, the characters which are assigned to the men are more dominant, powerful, strong, active, tough, rigid, and less talkative, less sensitive, intelligent, logical, analytical, sometimes cruel or blunt and not nurturing. Along with highlighting the roles of both the genders, media also objectifies both the genders in a very sensational way. Men and women are constantly being sexualized by media on different platforms. The objectification of women in the advertisements, dramas, movies and even on the front page of the magazines with the sensational picture of woman is now become a norm for media. In my opinion, there is not even one single play or story of the dramas in which women are not objectified. For example, in order to gather the attention of audience women are also present in the advertisements of shaving creams which are usually for men. Media not only objectifies both the genders in a stereotypical way, but also reinforces the discrimination among both the genders. Media is playing an important role in promoting the inequality between men and women by showing women more indecisive, weak and always a victim and the men stronger, decisive and dominant. For example, men usually got centered characters and women are generally appeared as seductive or having lower status than the men. Additionally, it is always expected from women that they will be multitasking, nurturing, obedient because according to media pious women are always gentle and will not stand for their rights and will not raise their voices. Hence, when people watch such kind of content on media they build same mindset for both the genders. For instance, men now always expect from women to be kind, sensitive and attractive and women always expect from men to be strong and tough in every situation of the life which is not possible because a man can also get emotional, sensitive at the same time and expressive as well.
Therefore, it is important to gain knowledge and keep a critical eye on what media is exposing in order to become capable of making our own decisions and choices regarding gender. We need to change our mind sets and behavior. Additionally, media needs to play its role in promoting equality instead of inequality and objectification of the women. It is not necessary that men cannot cry or they cannot get emotional or women cannot be confident or strong. Media has massive audience of youth; therefore, by promoting a positive content of equality and human rights, it can positively change the mindsets of the people.