MASS MEDIA AS A TOOL OF STRENGRTHENING GENDER STEREOTYPES

Abstract

The article specifically looks at how gender stereotypes are developed and manifested at the work place, social places, media, and literature and in the home environment. Stereotypes can influence people’s self-concept and worldview. Although stereotypes mainly project issues in a negative way, the paper gives an objective assessment of the gender stereotypes in an attempt to unpack their multifaceted nature. From a communication’s perspective, stereotypes ought to be seen beyond the humour which manifests itself on the surface hence misleading or misrepresenting how people relate or view other persons.