The society prescribes the roles meant to be played by both the men and women. We have both the masculine and the feminine roles. Male and females are born while men and women are created by the nature. The roles that each play in a specific context is what contribute to their definition of who a male or a female is. Every individual is affected by social construction of any given society. In the formative years for example, men were perceived to be competent in highly prestigious roles in the society such as engineering, lawyers, doctors, manager, priests and others. Women on the other side were perceived to be competent in roles such as nurses, teachers and housewives. Behavior associated with gender is learnt and not inborn. People in the modern period spend a lot of time interacting with media more than they do to the fellow human beings. Mass media therefore has been seen as an excellent medium through which social changes are propagated. It has also played a critical role in perpetuating gender- based disparities in the modern society. The media affects social problems positively and has also been recognized in its role of combating social ills. However, there are certain impressions that it creates that arouse the spirit of division among the people. This happens when more emphasis are placed on the differences between a man and a woman. The presentation of the three key social societal variables; gender, race and class in the media brings about their differences. The continuous portrayal of these differences creates a cycle that ultimately makes the differences to be accepted in the society. Media plays a pivotal role in identifying gender through its programs. The traditional conceptualization of gender has significantly changed due to the dynamism in the society. There are a lot of changes happening in the society which account for the social changes experienced by individuals. The ideas about individuals have also changed substantially such that the modern gender identity is seen as more fluid and transformable as compared to the formative periods. The media has taken a lead in criticizing the mainstream culture which they perceive as backward and conservative in the way it perceives gender. Without doubt, today the media can be taken as the main engine and tool of social change in the society today. This has been evident in many ways. For example, the championing of gender equality. Slogans such as, “what a man can do, a woman can also do” are popularized by media and disseminated to the masses. As a result of media inhibition, the people accept all the information aired by the media as correct. Other ways in which the media contributes to the dynamism in social changes; especially in the aspect of gender is on the area of the position of women in society. The traditional conception of women as being limited to the art of homemaking has been erased paving way for new social roles. Men on the other hand, have also experienced changes which deny them most of the privileges bestowed to them by nature. Gender categorization has not been fully abandoned but alternative ideas and perceptions about it have created more room for diversity in the modern society. This ultimately gives new dimensions of thinking and perceiving gender and thus the contribution of construction of gender. The modern media has not only criticized the traditional ideas pertaining gender but has also championed modern conception. It has little or no respect to the
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