Sociology Questions Relating to Gender and Culture
The media has made significant efforts to demonstrate non-bias with regards to gender in advertising as part of efforts to promote gender equality. While the media may attempt to communicate non-bias messages relating to gender and advertising, there is a considerable amount of information that communicates the exact opposite. The need for communicating a message of non-bias when it comes to gender and advertising is not only attributed to efforts to promote gender equality but also efforts towards preventing gender discrimination. Notably, there are different sociological approaches in relation to gender and research. Some of these sociological approaches are applied in advertising and the media and continue to take place in the United States despite the various attempts by the media.
There are varying sociological approaches when it comes to gender and research since sociologists explain gender roles using different theoretical perspectives. Some of these varying approaches include functionalism, symbolic interaction, conflict theory, and feminist theory ("The Sociology of Gender," n.d.). Functionalism perspective is based on the belief that men assume instrumental roles and responsibilities in the society whereas women assume expressive roles. Symbolic interaction utilizes the micro-perspective and evaluates gender stratification on a daily level whereas conflict theory consider women as disadvantaged because of power inequalities between the genders that are embedded into the social structure. Feminist theory seeks to enhance women's position in the society since it emerged from women's movement.
The significant amount of information that demonstrate bias with regards to gender in advertising despite efforts towards the contrary still occurs in the United States because of constant use of media messages that seemingly support misogyny. In this case, feminist agreement and disagreement are constantly ignored and mocked across conservative, mainstream, and entertainment media. Media in the United States has continued to utilize disagreements among feminists and present them as sound bytes that imply feminism has irreconcilable differences. Therefore, the disagreements among feminists have provided the basis for this trend, which has been used to imply that women are taking unfair advantage of their female counterparts in the working environment.
An example of a functionalist and conflict advertisement is the "Never Hide" advertisement by...
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