CULTURE AND TRADITION

The Mass Media

The Mass Media films ,books,magazines,comics, television,radio ,and records- are a powerful agency  for socialization .In all forms of mass media from television soap operas to the lyrics of popular tunes,there is a strong emphasis on traditional gender stereotypes(Gofman1976;Tuchman et al ,,1978;Williams et al ,,1981,
Perhaps the most insidious of this media presentation is the image of women in advertising.Women are typically portrayed either as sex objects,in an attempt to market various products to men,or domesticated  housewives,in order to market home- 
maintenance  products to women.
Market research has shown that one of the most effective ways for the advertisers to reach a male audience is to associate their products,however remotely, with a seductive or smiling female.The sexuality of women is thus exploited by having buxom models stroking new automobiles cradling bottles of whiskey,or being sent into raptures by the  odor of a particular pipe tobacco .Advertising directed at women,on the on the other hand,shows female delighted beyond measure at the discovery of a new canned soup,or thrilled into ecstasy by the blinding whiteness of their wash .