Mass media and policy of equal opportunities
LTReikšminiai žodžiai: Biologinės ir socialinės lyties stereotipai; Lytinis mentalitetas; Lytis; Lyčių vaidmenys; Masinės komunikacijos priemonės; Mentalitetas; Moteriškumas; Stereotipai; Žiniasklaida; Femininity; Gender; Gender mentality; Gender roles; Mass media; Media; Mentality; Stereotypes; Stereotypes of sex and gender.
ENThe article deals with the role of mass media forming gender mentality of mass society. The author considers options, which representatives of.mass media may choose, that is, to plant the new notions and the policy of gender equality in the minds of people or to preserve the stereotypes of sex and gender in modem society. The attention is focused on the limited understanding of femininity, which the author names “biological femininity”. This concept is widely spread in Lithuanian society and is supported by popular women journals, which concentrate on the woman’s body but not on her mind or spiritual development. Girls, teenagers, women are orientated to the strategy and tactics of finding a lover, partner, husband, thought how to be happy. People who back up the biological femininity acknowledge the dependence of woman upon man. Thus woman’s life is turned into the complex of fears, such as, fear to lose one’s own beauty, fear not to be able to find a partner, fear of losing the husband, fear of mothering, fear of social success. The fears women experience lead to the loss of confidence, the inability to build up one’s own personality or to the destruction of woman’s personality. [From the publication]
