According to Bennett…

“We often analyse representation in the media according to categorise such as: age, disability, gender, socio-economic grouping, race, nationality and sexuality”(2005, page 8). This is where the director, or the writer, tends to use the stereotypes to target a specific audience and gain their interest.

“Stereotypes are usually defined by their role and this will not usually be developed in any depth” (2005, page 8). “Stereotypes also usually represent an entire social group in a single character” (2015, page 9). When they represent an entire social group, it’s where they tend to have one person who isn’t from the country it’s based in, to show that they are diverse to different races and nationalities. For example, in The Simpsons they use Abu to be the diverse character.

Women in film

Also, according to Bennett, “As female audiences continue to grow and the way that films are consumed changes, new genre of film are developing, such as the chick click and teen movies which are clearly aimed at women not men” (page 147). Since more females are watching more films nowadays the companies are starting to make more films that are aimed at them, such as the soppy love films and teen movies.

Characteristics of stereotypical women:

  • Beauty
  • Housewife (stay at home mum)
  • No independence
  • Nurse (if a job)
  • Damsel in distress

Challenge the stereotype:

  • Strong
  • Independent
  • Sinister
  • Dominant
  • Doesn’t need a man
  • In charge
  • Speaks her mind

Women in music

  • They have to look attractive
  • Minimal clothing
  • Sexy look

Compared to men, who are more about the music and not the look. They wear more clothes, and don’t try and look sexually desired in their photo shoots.


Traditional Gender Stereotypes

Feminine: Not aggressive, dependant, easily influences, submissive, passive, home-orientated, emotional, etc.

Masculine: Aggressive, independent, not easily influences, dominant, active, wordly, not emotional.


In my opinion, I don’t think the media represents women in a realistic way which is reflects equality in society usually. This is because, I think they either have women as the weak, damsel in distress, who isn’t dependant, and is a stay at home mum with no job. Or they either go the other way, and represent them as the most independent woman, who kills people and saves the world, I don’t think they do an in between. Obviously, some woman do confirm to either the stereotype or the unit-stereotype, but not most women. Women now, tend to work and make their own living and don’t depend on men, and have their own opinions and say them very strongly and can be quite aggressive.

We haven’t used any characters in any of our productions yet, but when we do I’ll be making the women how I see them, dependant, clever, dominant, but not too over the top with these characteristics. I’d make females and males equal. However, when we did our promotional video for the Emergency Services Museum I represented the museum in a positive way as we were trying to get them more customers, rather than to ruin their business. When we filmed it we tried to film the most interesting aspects of the museum, and we picked out the positive feedback from the interviews we gathered.