The Influence of Media on Gender Stereotype Among Young Adults

Abstract

This study analyses media representation as the continuator of gender stereotypes among the youth, aged 18 to 25. This research adopts a quantitative correlational approach in setting how the media differ in their role in shaping perceptions of gender roles. This paper applies the theories on media influence in agenda-setting, framing, and cultivation to relate it to public opinion in a general reinforcement of traditional gender norms. The Gender Stereotype Scale (GSS) and Multimedia Influence Scale (MMIS) were employed to gather data, revealing that participants show moderate endorsement of gender stereotypes while perceiving limited media influence. Thus, both social and traditional media in the forms of television and cinema are either separately or together strengthening as well as weakening gender norms. The traditional portrayals are accentuated within the cultural context, particularly in India, so that young adults learn stereotypical gender roles from media intake. The study underlines the necessity for divergent media replications and focused educational interventions to challenge stereotypes and promote equity. Limitations include reliance upon self-report data and a small, nonrepresentative sample, with longitudinal investigations being called to the fore.