• VIKAS K R GOWDA

Media plays a significant role in shaping societal perceptions of gender, often reinforcing stereotypes that influence individuals’ understanding of masculinity and femininity. This article critically analyzes the portrayal of gender in various forms of media, examining the ways in which stereotypes are perpetuated and how representation can either challenge or sustain these norms. Through a combination of qualitative research, content analysis, and interviews, this study explores the impact of media on shaping gender roles, the implications of such portrayals on audiences, and the potential for more diverse and inclusive representation. The findings highlight the persistent prevalence of traditional gender stereotypes in advertising, television, film, and social media, as well as the emerging efforts to move towards more balanced and progressive portrayals.

"“The Portrayal of Gender in Media: A Critical Analysis of Stereotypes and Representation”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 1, page no.c743-c744, January-2025, Available :http://www.jetir.org/papers/JETIR2501283.pdf

"“The Portrayal of Gender in Media: A Critical Analysis of Stereotypes and Representation”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 1, page no. ppc743-c744, January-2025, Available at : http://www.jetir.org/papers/JETIR2501283.pdf