The Significance Of Gender Inequality

Many societies have rested, historically, on assumptions of male superiority. Many societies, historically and now, can be seen as patriarchal – a system of organisation in which men are the dominant gender (2005:312).” Given that it is worth noting that usually there are diverse range of means to maintain gender inequality, it can be direct violence (rape, abuse), institutional discrimination (job segregation) as well as psychological ways (common stereotypes and sexist humour). To illustrate, in modern societies there is still presence of traditional thinking when a woman may be criticised for not being as feminine as a society expects, which leads to confusion and the adjustment of social behaviour or

The same data may be applied to the UK consumers, three fifths of whom are regular readers of magazines. In 2014, based on Deloitte research, it is estimated that the average UK household spend on media around £900. (Deloitte LLP, 2014). It seems obvious and inescapable that the media consumers are affected by these experiences on subconscious/conscious levels. As an example, there will be given few Disney cartoons to show how gender difference is raised and represented to the young audience. Another aspect is that many children believe that television shows a true image of reality. The messages of Disney films are ingrained in a child’s mind altering their perception of reality. Some TV programmes may influence to act more feminine or masculine. Viewers can imitate social norms, gender roles and stereotypes. For instance, well-known Disney cartoon “The little Mermaid” has the main character Ariel who has large eyes and small nose and mouth that make her look juvenile despite the romantic role in the story. The only visual indicators that she is not a child are breasts and hips –both secondary sex characteristics. Her body is exaggerated, hyper sexualised. The connection between character and appearance is intensified by the ugly form of villains (Ursula). Trying to take Ariel’s voice Ursula says “You 'll have your looks. Your pretty face and don 't underestimate the importance of 'body language '. Ha!” (IMDb, 2014) The message is that girls do not need intelligence. By accepting Ursula’s deal Ariel shows that girls must change for a man’s love that everything about a girl is superficial. At the end, she needs a man to save her, she ceases to be initiative. “Rapunzel”, “The Little Mermaid”, “The Sleeping Beauty”, “Cinderella” are famous fairy tales where beautiful female characters are saved by brave charming males. Moreover, such character as Belle (“Beauty and the Beast”) shows that it