Psychological influence of modern mass media on formation of gender stereotypes

Abstract

Introduction. Modern mass media plays essential part in universal process of socialization, when a person gains personal awareness of their culture and social order. The stated process of socialization develops perception, thinking and behavior of every person. Theory of modeling tells us how a person masters new models of behavior depicted by means of mass communication. Another prominent form of socialization is acquisition of the behavior which demands team communication principles from a person. The theory of social expectation proves a person observing social state, norms, roles and control through the social life and groups of people depicted by the media.
 Aim and tasks. The main purpose of the article is to study the media in the formation of existing stereotypes in society.
 Results. Mass media, mirror reflecting modernity, develop knowledge of gender equality and the system in masses. Gender stereotype can be defined as peculiar means of relation between journalistic creativity and reader (text creation and its reading), sign system that facilitates mutual understanding. Gender stereotypes can be reviewed as a means of cognition and relation between sexes, which are based on images and discourse. Formation of gender stereotypes is determined by social and demographic factors, among which age and marital peculiarities between sexes, as well as education, intellect, urbanization prevail. In media gender stereotypes are characterized by dynamic, as they represent product of correlation of creative act and perception. In addition, research conducted by us is very interesting, the aim of which was to list and distinguish certain tendencies in Georgian TV commercials. From 200 interviewed respondent, aged 20-30 years, majority reckon that in commercials dominated by female, the addressee’s appearance, her marital status are emphasized. In commercials intended for men, the main emphasis is drawn to power, strength and courage. Peculiarity of such type of exposure is the use of associative comparisons and psychological characterization connected with masculine stereotypes.
 Conclusions. Therefore, gender stereotypes are often widespread and superstitious opinions on woman and man’s abilities, features, social behavior and social functions. Lack of information concerning gender issues partly determines existence of stereotypes. Potentially, the press can play an important part in establishing gender equality. The objective of modern journalism is to break existing stereotypes, develop modern techniques and forms of evaluation and apply them in journalistic activities. As the main function of journalism is to transfer important and progressive ideas to the society, considering the time and era, including modern notion of gender and gender relations.