Portrayal Of Femininity In Media

The representation of women in the media is widespread but often misleading. This influences societal expectations and self-perception, shaping how women view themselves and are being viewed as. The media has undeniably been shaping public understanding towards women’s roles and capabilities, and despite the changing media landscape, the majority of content today continues to reinforce conventional gender roles. 

Women in the media have often been characterised as a “damsel in distress”. Whether it is in television shows, movies or books, women are portrayed as helpless and someone needs to be rescued by a male protagonist. The "femme fatale" commonly seen in films and advertisements objectifies women sexually, focusing more on their physical appearance than on their abilities. Another stereotype is the “perfect mother”, which pressures women to become an ideal mother who supposedly should be able to take care of her personal and professional life effortlessly. Similarly, the “ideal woman” stereotypes women to be flawless physically, which has resulted in body image issues among numerous women. 

Over the years, shifts in societal attitudes through feminist movements have caused such prevailing traditional gender norms to decline. However, despite significant improvement, the media still continues to subtly imply gender stereotypes. While there has been progress, women’s representation remains hindered by outdated depictions, which continue to influence public perceptions. The media keeps promoting traditional gender roles, showcasing women as emotional, vulnerable or dependent, while simultaneously presenting men as dominant, strong, and independent. Such stereotyping also affects children, which may impact their career choices and ability to reach their full potential.

A study of GQ reveals that 79 per cent of the magazine covers feature white men, typically fully clothed, while the covers featuring women often show them in revealing clothing. This projects unrealistic beauty standards that directly link to problems such as body dysmorphia, eating disorders, and low self-esteem. Similarly, according to ‘The Celluloid Ceiling’, in 2024, 92 per cent of the top 250 films had no women cinematographers, 82 per cent had no women directors, 76 per cent had no women writers, and 75 per cent had no women editors. Moreover, as of 2025, only 7 women have been nominated for the best director award category in the Oscars, which has been around for 96 years. Women are also under-represented as screenwriters and producers. The number of women in the film industry is gradually rising; however, the percentage is still low. When women are under-represented in leading roles in any field or are depicted as less competent in a male-dominated line of work, it limits their opportunities and ambition.

Nonetheless, in recent years, there has been a prominent shift in the depiction of women in media, essentially due to the feminist movements and increasing demands for diversity. Movies such as Wonder Woman (2017), directed by Patty Jenkins, a woman director, and Mulan (1998) have shifted the narrative of traditional gender norms to women who are strong-willed and independent. Similarly, social media has played a huge role in this transition, which still is in its first phase. It has been performing as a platform for diverse beauty and voices which are often found to be excluded in the film industry. Social media has allowed beauty of all shapes, sizes, and colours to be acknowledged. However, it's still in fresh waters. Women of colour, LGBTQ+ women with disabilities, and many more remain under-represented and deal with constant stereotyping and hardships laid onto them by society. Additionally, the difference in pay according to gender is a serious issue that further urges women to not venture into male-dominated workspaces. 

While the representation of women in the media has come a long way, challenges still prevail, and many more efforts are needed to allow women to feel comfortable and on equal footing with men. The depiction of women in films, television, and advertisements continues to influence our society, which restricts women from several activities. By promoting diverse representation, the media can play a pivotal role in replacing conventional gender norms and advocate gender equality.

(Sherchan is pursuing higher study at St Xavier's College.)