Media’s Role in Shaping Masculinity and Femininity

Every day, millions of people consume hours of media content – films, television shows, advertisements, social media reels, and news broadcasts. While this content entertains and informs, it also quietly teaches us what it means to be a man or a woman. The hero who never cries, the damsel who always needs saving, the father who earns and the mother who serves – these are not just fictional tropes. They are powerful messages that shape real-world attitudes toward masculinity and femininity, often without us even realising it.

How media becomes a teacher of gender roles 🔗

From childhood, media acts as one of the most influential agents of socialisation. Unlike a conversation that happens once and fades, media delivers consistent, repeated messages that get deeply embedded in our consciousness. Research on the social implications of the gender-media relationship suggests that media functions as a cultural teacher, instructing audiences – especially young ones – on what behaviours and attributes are considered appropriate for each gender. Children absorb these cues long before they develop the ability to critically analyse them.

Think about popular children’s cartoons and animated films. For a long time, male characters vastly outnumbered female characters. The Geena Davis Institute on Gender in Media found that in 2004, family films and children’s TV shows had roughly a 3:1 ratio of male to female characters. While this specific gap has narrowed over the years, the underlying issue remains: media decides early on who gets to be visible, who leads, and who follows.

The media’s blueprint of masculinity: strong, silent, and aggressive 🔗

Across films, advertisements, and television shows, a very specific image of masculinity is repeatedly constructed. The “ideal man” in most mainstream media is physically strong, emotionally restrained, financially dominant, and willing to use aggression when required. He rarely cries, seldom admits weakness, and resolves conflicts with force rather than dialogue.

This pattern is particularly pronounced in Bollywood and regional cinema. For decades, the quintessential hero has been someone who fights villains single-handedly, chases the heroine relentlessly, and asserts dominance through physical power. A study on redefining masculinity notes that most Indian cinemas have historically showcased toxic versions of masculinity through the actions of heroes and villains. Teenagers, youth, and even adults internalise these portrayals, which then translate into unrealistic societal expectations of what manhood should look like.

This isn’t limited to films. Television advertisements are equally complicit. Car commercials show men conquering rough terrain. Fitness product ads feature hyper-muscular men in intense workouts. Deodorant advertisements suggest that a man’s worth lies in his ability to attract women. Each of these messages, however small, reinforces the idea that aggression, dominance, and physical prowess are the cornerstones of being masculine.

Femininity in media: beauty, domesticity, and dependence 🔗

Just as media constructs a rigid template for masculinity, it does the same for femininity – except the script is the opposite. Women in media are frequently portrayed through what scholars call a “beauty lens,” where physical appearance takes priority over intellect, ambition, or agency. The “ideal woman” is shown as nurturing, self-sacrificing, soft-spoken, and primarily concerned with family and home.

Indian films and advertisements have been particularly prominent in reinforcing these traditional feminine ideals. Research published in The Academic journal observes that this representation has gradually created a stereotypical image of women and femininity so deeply embedded in our belief systems that it feels natural rather than constructed.

Consider how advertisements market household products. Cleaning agents, cooking oils, and kitchen appliances almost exclusively feature women. The underlying message is clear: the home is a woman’s domain. Meanwhile, products related to finance, technology, and automobiles overwhelmingly feature men. A study on Indian television commercials found that men served as primary characters in about 54.6% of ads and dominated as voiceovers in 70.1% of cases. Women appeared in home settings in 66.7% of commercials, while men were predominant in workplace contexts.

Soap operas and the reinforcement cycle 🔗

Television soap operas, which reach millions of households daily, are another powerful vehicle for reinforcing gender norms. The typical soap opera narrative revolves around family dynamics where men are providers, decision-makers, and authority figures, while women navigate relationships, manage households, and endure suffering with grace. The “ideal” woman in a soap opera is often defined by how well she serves her family, even at the cost of her own identity.

These shows rarely depict men participating in domestic work or expressing vulnerability. When a male character does show emotion, it is often framed as a dramatic exception rather than a normal part of being human. This continuous reinforcement creates a cycle: audiences watch these portrayals, internalise them as normal, and then expect real-life men and women to conform to these standards.

How boys learn aggressive masculinity from media 🔗

One of the most concerning outcomes of gendered media messaging is its impact on boys and young men. When aggression, risk-taking, and emotional suppression are consistently glorified as masculine traits, boys grow up believing these are necessary qualities they must possess.

UNICEF has noted that boys are often encouraged toward physical and aggressive activities, which can promote unhealthy expressions of masculinity. This extends beyond play – media amplifies these tendencies. Action films celebrate violence as a problem-solving tool. Video games reward aggression with points and victories. Even news coverage of sports tends to emphasise physicality and dominance as markers of achievement.

The consequences are tangible. Boys who internalise these messages may resort to bullying as a way of asserting dominance. They may suppress their emotions because they have learned that vulnerability is a sign of weakness. They may engage in risky behaviour – dangerous stunts, substance use, reckless driving – to prove their masculinity. Research from Birmingham City University highlights that gender stereotypes teach boys not to express their emotions, which contributes to poor mental health outcomes, higher suicide rates among young men, and a culture of toxic masculinity that often goes unchallenged.

The violence-masculinity link in media 🔗

A joint UNICEF and UN Women advocacy document on dismantling gender stereotypes in media points out that men are expected to act tough and use aggression to earn respect and solve problems. It also reports that violence is a major component of mediated masculinity – in one study of online video gaming, 63.6% of male characters enacted violence. This normalisation of violence as a masculine trait has real-world implications for how men relate to conflict, relationships, and authority.

The role of advertisements in selling gender 🔗

Advertisements deserve special attention because they do not just sell products – they sell identities. Every time an ad shows a man driving a powerful car while a woman watches admiringly, it is selling a particular version of masculinity and femininity. Every time a fairness cream ad suggests that a woman’s career success depends on her skin tone, it reinforces a narrow definition of feminine worth.

However, the advertising landscape is not entirely static. Some brands have started challenging traditional portrayals. A semiotic analysis of Indian digital advertising found that platforms like Bumble are actively redefining gender roles – portraying women as self-reliant participants in romantic pursuits and depicting men as emotionally expressive and vulnerable. These are small but significant shifts that show advertising can be a force for change, not just reinforcement.

Social media: new platform, old stereotypes? 🔗

The rise of social media has added a new dimension to this conversation. On one hand, platforms like Instagram, YouTube, and Twitter have given individuals the tools to challenge traditional gender narratives. Male influencers who talk about mental health, fashion bloggers who embrace gender-fluid aesthetics, and content creators who call out toxic masculinity – all of these represent cracks in the old framework.

On the other hand, social media algorithms tend to amplify content that generates strong reactions, which often means sensational or stereotypical content gets more visibility. Fitness culture on Instagram, for example, can reinforce the idea that a “real man” must have a muscular physique. Dating content on YouTube may still promote the idea that men must be providers and initiators. The platform changes, but the underlying messages can remain remarkably persistent.

What is encouraging, though, is the growing space for counter-narratives. Social media influencers have played a role in reshaping perspectives on masculinity, encouraging men to freely embrace their bodies, individual preferences, and even feminine aesthetics without fear of judgement. This is particularly visible in the fashion space, where male bloggers are challenging the unwritten rules about what men can or cannot wear.

Challenging the stereotypes: what needs to change 🔗

Recognising how media perpetuates gender stereotypes is the first step toward change. But awareness alone is not enough. Meaningful transformation requires action at multiple levels.

Media literacy and critical thinking 🔗

Media literacy – the ability to critically evaluate the messages we consume – is essential. When audiences learn to recognise stereotypical portrayals and understand the commercial interests behind them, they develop tools to resist simplistic gender narratives. This is particularly important for children and young adults who are most susceptible to these influences. Schools and educational institutions should incorporate media literacy as part of gender-sensitive education, teaching students to question what they see on screen rather than passively absorbing it.

Diversifying who makes media 🔗

The stories that get told depend heavily on who tells them. When newsrooms, film production houses, and advertising agencies lack diversity, certain perspectives become dominant while others remain invisible. A more diverse media workforce – in terms of gender, caste, class, and regional background – would naturally produce more nuanced and realistic portrayals of both masculinity and femininity.

Celebrating positive examples 🔗

It is worth acknowledging that not all media reinforces stereotypes. Films like Chhichhore (2019), Dear Zindagi (2016), Taare Zameen Par (2007), and 3 Idiots (2009) have offered alternative models of masculinity – ones that value emotional intelligence, vulnerability, and compassion over aggression and dominance. These films have resonated with massive audiences, proving that viewers are ready for more balanced portrayals of gender. The more such content is created and supported, the faster the cultural shift will happen.

Policy and regulation 🔗

UNICEF has been advocating for the advertising and marketing industry to adopt transformative approaches – from business strategy and creative policies to the final product. It encourages positive, inclusive, and diverse portrayals of gender to empower children everywhere. Regulatory bodies, including advertising standards authorities, also have a role to play in setting guidelines that discourage harmful gender stereotyping in commercial content.

Beyond binaries: toward a more realistic media landscape 🔗

The conversation about media and gender is not just about swapping one stereotype for another. It is about recognising that masculinity and femininity exist on a spectrum, not as rigid categories. A man can be strong and emotionally expressive. A woman can be nurturing and professionally ambitious. Media that reflects this complexity would not only be more realistic but also more liberating for its audiences.

India’s own cultural heritage offers a foundation for this. Historical traditions have long acknowledged gender fluidity and complexity – from the concept of Ardhanarishvara (the half-male, half-female form of Shiva) to the recognition of diverse gender identities across communities. Modern media has an opportunity to draw on this rich legacy while crafting narratives that speak to contemporary realities.

The stakes are high. Media does not merely reflect society – it actively shapes it. The images, stories, and messages we consume become part of how we understand ourselves and others. When media portrays masculinity only as aggression and femininity only as submission, it limits the possibilities for everyone. But when media dares to show the full range of human experience – men who are gentle, women who lead, individuals who defy neat categories – it opens doors that stereotypes had kept shut.

What do you think? Have you noticed specific films, advertisements, or social media trends that are breaking away from traditional gender stereotypes – or reinforcing them? And as media consumption increasingly shifts to digital platforms where audiences also become creators, how might this change the way masculinity and femininity are portrayed in the years ahead?

References

1. https://journalism.university/media-information-and-empowerment/social-implications-gender-media/
2. https://geenadavisinstitute.org/
3. https://ijrrssonline.in/HTML_Papers/International%20Journal%20of%20Reviews%20and%20Research%20in%20Social%20Sciences__PID__2025-13-3-5.html
4. https://theacademic.in/wp-content/uploads/2025/10/23-1.pdf
5. https://www.researchgate.net/publication/352261370_Masculinity_and_Challenges_for_Women_in_Indian_Culture
6. https://www.unicef.org/parenting/child-development/how-remove-gender-stereotypes-playtime
7. https://www.bcu.ac.uk/research/education-and-social-work/cspace-blog/gender-stereotypes-in-childhood-whats-the-harm
8. https://www.unicef.org/eap/media/14076/file/UNICEF%20%20UN%20Women%20advocacy%20brochure.pdf
9. https://www.cambridge.org/core/journals/proceedings-of-the-design-society/article/challenging-dating-and-gender-stereotypes-in-indian-digital-advertising-a-semiotic-analysis/8336901BEB2817C1F83191F57AF136D6
10. https://www.unicef.org/documents/dismantling-gender-stereotypes-media-and-advertising