Order from us for quality, customized work in due time of your choice.
Patriarchy is a type of social system in which power and social privileges belong to men. Women in patriarchy occupy a subordinate position, with social institutions being the instruments of control. For example, in many religions, women are forbidden to go to temples during menstruation. In the family, women are often assigned the role of caregiver to elderly relatives, a role from which men are exempted. The components of modern patriarchal culture are a focus on men, male control, and gender dualism. The nature of patriarchy is purely social and inextricably linked to a binary gender system. Patriarchal culture implies that there are only two genders, with specific roles and characteristics assigned to them. In such a system, men are assigned from birth the role of leader, while women are assigned service functions. The result is a vicious circle: children undergo gender socialization and then behave in a stereotypical way in adulthood, further reinforcing the patriarchal culture.
In today’s world, the concept of gender is being redefined through a constructivist approach. According to it, what people refer to as masculine or feminine, what they consider masculinity or femininity, is a product of culture. This whole concept is culturally set and can vary and change quite a lot depending on the country, culture, or epoch. If the essentialist approach argues that anatomy is primary, then modern ideas say that it is gender that constructs sex. For example, the American researcher Judith Butler said that what people consider normal gender behavior of men and women is a kind of politically determined construct. The latter is set by society through repetitive practices, primarily speech normalization.
In Irvin Shaw’s story, the main character appears as a set of stereotypes about the typical man who cannot resist looking at a beautiful woman. Frances is portrayed as somewhat subdued, and therefore not ready to put an end to her husband’s behavior, which irritates her (Shaw, 1939). The heroine is an example of a true woman who is only on her way to liberation. Both characters represent people at the stage of abandonment of stereotypical male and female behavior; they are the bearers of a transitional gender ideology. Frances is still only learning to voice her dissatisfaction with her husband’s behavior, but this can also be considered an important step for her personal growth. The Stepford Wives also presents women as beautiful and obedient caretakers of the home, thus supporting traditional gender ideology in many ways (Levin, 2000). The images of the main characters have even led to the emergence of the concept of Stepford syndrome in society.
Nike’s advertising campaign shows women as strong and fearless, ready to beat anyone and anything. The video created by the company shows today’s women as they are (Campaigns of the World, 2020, 00:00 – 1:30). The campaign promotes an egalitarian gender ideology, the meaning of which is to overcome stereotypes about masculinity and femininity. The main character of the series, Roseanne, is in an intermediate position in terms of gender ideology (Williams & Roseanne, 1988). She is no longer a classic true woman, but she still has a lot to go through before she becomes a modern woman.
My personal opinion is that patriarchal attitudes are destructive to both women and men. The fact that the images of women in the media space are changing indicates that serious changes are taking place in society as well. In the future, one should expect to see fewer and fewer women heroines imbued with traditional gender ideology. Such images would only be used for satire or as a tribute to the past.
References
Campaigns of the World. (2020). Nike – Dream Crazier [Video]. YouTube.
Levin, I. (2000). The Stepford wives. Bloomsbury.
Shaw, I. (1939). The girls in their summer dresses. The New Yorker.
Williams, M., & Roseanne, B. (1988). Roseanne (Season 1, Episode 1) [TV series episode]. ABC.
Order from us for quality, customized work in due time of your choice.