Surname 2
social environment orientation to represent opinions of given group members internalized at the
time of socialization. A case in point of a negative stereotype in the contemporary society
include challenges of being able to differentiate gender roles which to a great extent ought to be
deeply rooted in the archetypes of social. Historically, the dominant family model was
patriarchy, and although men have been perceived as being assertive, independent, career-
focused as well as financial providers. On the other hand, women considered as low-position
workers, mothers as well as loving wives whose mandate entail raising children besides doing
the housework chores. Nowadays this is not the case as a family is based on partnership rather
than patriarchy in that women have more chances as well as right not only in the labor market
but also in the society in general. However in as much as male and female cannot be considered
as strictly being equal, the reality of the matter is that the differences between the genders’ role
are not vast. All in all, numerous social institutions including the media uses gender stereotypes
on the assumptions that everyone knows hence assisting the audience to comprehend message’s
content (Tucker p.6).
Focusing on how media perpetuate negative gender stereotype, it is worth noting that in
the modern world, mass media reaches a large pool of audiences hence very influential. Thus, for
the purpose of creating medium that attracts more attention, acceptable, universal and
understandable by the majority as well as diverse receipts, senders of the messages over and over
again makes use of the negative stereotypes in filling the social life besides invoking some
associations. These stereotypes, in the end, shape the attitudes, beliefs, as well as the opinion of
the people’s lives and more to that they control the social life by way of unnoticeably conveying
overriding hegemonic philosophy. Via manipulation of the message, media has the power of
