Why is studying representation of women in the media is important

This is important due to the fact that the representation of women has been negative for a long time and due to Gerbner's cultivation theory and dominant ideologies this has become normal to so many people. In order for there to be a change in the representation of women in the media people need to realise that it is happening rather than being oblivious to it. In programs such as 'I want to marry harry' the girls are there because they want to find prince charming because from a young age with Barbie dolls and fairytales shown by disney they are exposed to this ideology and think it is what is expected of them. By other people watching these programs the ideology of women marrying princes continues and the cultivation theory continues.

Another negative representation of women in the media is that they are there purely for the pleasure and entertainment of men. This is shown in many different media products from mens magazines, films and music videos such as blurred lines. In these women are objectified as a physical form, purely for no other purpose than to pleasure and entertain men. Studying this representation of women is important because the more media products that portray this the more accepted this view of women becomes. This also fits with the theory of the male gaze which states that all media products are made by men for men.  This is shown in many films where men are given the main role and hold a lot of power where the women are just there to entertain. For example in James Bond he is the main character who the film is named after where as the women are his side kicks or just there for him to admire and get pleasure from. The hegemony theory states that if the media is run by a small group of people and what they believe will be shown and will become a dominant ideology. So if it were a small group of white middle aged men, everyone else such as women and different cultures will be portrayed negatively and middle aged men will have the power and will be represented in a positive way.