Consequences of Sexism in Mainstream Media
The media’s portrayal of gender roles in American society has long been a hot topic
issue. Since television became a popular household item in the mid 21st century, women have
been forced into harmful gender stereotypes, being depicted as the traditional and subordinate
“housewife.” Although women today have more career opportunities than ever, sexism is still
prevalent in mainstream television programs, and women are still not treated equal to men. By
focusing on how women are depicted in sports and popular television series, I will argue that
sexism and patriarchy still exists in the media today. Furthermore, if mainstream media continues
to depict these harmful stereotypes and sexualize women, it may lead to the justification and
rationalization of aggression against women.
The history of gender representation in television is important to first examine.
According to one study, researchers found that shows in the mid to late-1950’s had “depictions of
women on prime time television were both disparaging and simply imbalance, in terms of both
frequency onscreen and types of character roles assigned” (DeCarvalho 15). Another study found
that from the 1950’s to 1970’s, “only 20 to 35 percent of characters were female” (Gauntlett
2008). By the 1980’s, more women were advancing in their careers, seen with the increase in
female leads - but men counterparts still doubled the amount of female actresses on screen
(Gauntlett 2008). Furthermore, although women were finally getting recognized as prominent
roles in television and film, DeCarvalho argues that between the mid-1950’s to mid-1990s, many
shows stereotyped women to their traditional roles, with men being the dominant member of the
family and women as the subordinate wife (DeCarvalho 19). Having stereotypical gender roles in
mainstream media promotes the illusion that men are superior than women, leading to sexism
and discrimination of women. Although the rights of women is a topic that is more openly
discussed today, the terms “feminism” and “feminist” have negative connotations attached to
them, making it difficult for women to feel comfortable and confident in society.
In the post-recessionary era, women have made headway in careers that were once
dominated by men, such as “sports, higher education, and the workforce”, as well as in music,
television, and film (Musto 574). In fact, “postfeminism” is a common term used to describe the
anxiety around female achievments in society today, first coined by The New York Times
Magazine article, “Voices from the Post-Feminist Generation” in 1982 (DeCarvalho 12). The
article written by Susan Bolotin interviewed women who advocated for womens’ rights but
necessarily did not characterize themselves as feminists. As a result, the interviews pointed to
how the term feminist was “tainted by political rhetoric that denigrated conventional gender sex,
and sexuality options for women” (13). In “Post-Feminism and Popular Culture,” author
McRobbie (2004) agreed, explaining postfeminism as “an active process by which feminist gains
of the 1970s and 1980s come to be undermined”(37).
However, today it seems women are more open to using the term “feminism”, as a 2004
study pointed out that “we are told nowadays that high-heeled shoes are emblematic of a
confident, powerful femininity, a femininity that is ‘out and proud’” (Rosalind 37). Despite the
progress in the United States that has stripped away barriers, women are not entirely equal in
today’s society. For example, in professional sports, women athletes only earn a fraction of
men’s earnings, and are positioned in the media as being “less interesting” as men's sports
(Musto 574). In television and film, many women characters are blamed for the pitfalls of their
careers, as a means to “contain the advancement and progress of women in the workplace”
(DeCarvalho 43). This subtle sexism can lead to inaccurate portrayal of women in popular
mainstream media.
The first topic I will discuss is how women are depicted in television sports news. In
“‘From Fizzle to Siddle!’ Televised Sports News and the Production of Gender Blend Sexism”
(2017) by Michela Musto, the study looks at data from 25-year analysis of the coverage of
women’s sports and how “sexism operates during a postfeminist sociohistorical movement”
(Musto 575). Although televised news on women’s athleticism is not overly sexist, it still
perpetuates the belief that men’s sports are inherently superior. Historians note that girls and
women first started to get involved in sports in the late 1970’s, a field that was strongly male
dominated. During the survey, analysts found that sports media coverage often sexualized
women during the 80’s-90’s, commenting on womens’ bodies and uniforms. “Commentators
snickered with sexual innuendo when showing bikini-clad women spectators at a men’s baseball
game or leering at conventionally beautiful professional women athletes” (580).
Over the 25-year span of the survey (2014), there was a shift from commentators saying
overtly sexist comments to dull and non-enthusiastic discussions during women’s sporting
events. For instance, the study found that coverage of women’s sports usually used “fewer
camera angles, statistics and graphics, and lower sound quality,” depicting these events as less
entertaining as men’s games (581). Musto defines this concept of sports commentators lacking
interest in women's sports as “gender-bland sexism.” Researchers found that women’s stories
involving sports were averaged at one minute 17 seconds on air in Sportscenter, which was
“nearly 50 percent shorter than men’s sports stories.” The reason for this discrepancy is because
men’s sports are positioned as being “naturally more interesting” (583). Also, many women
athletes were marginalized when commentators brought up their conventional gender roles as
wives, mothers, and girlfriends - something that was rarely discussed with male athletes (583).
This subtle yet apparent discrimination against women’s sports conveys the traditional belief that
men - and men’s sports - are superior than women and women’s sports. Even as more females
play sports throughout the years, sports continue to mainly cover men’s football, basketball, and
baseball. And even with female events are covered, commentators present them in a manner that
is “monotone, uninspired, and ‘matter-of-fact’ style”, as opposed to the loud exclamations and
general excitement when discussing men’s sports (585). Despite the growing popularity of
women’s athletic events, there is still a disparity from men’s and women’s sports coverage with
“gender-bland sexism.” Similarly to the decline of overt racism and rise of casual racism and
“color-blind” discrimination, today’s coverage of women’s sports typically normalizes the idea
that men’s athletic performance is superior and more significant while thinking it is “respectful”
(590). This concept is harmful for society members because it promotes the idea of sexism and
sexual objectification, which can lead to discrimination and even violence against women.
Sexism in sports exposure can lead to harmful ideas and beliefs of women in society.
Prior research has pointed to sexist attitudes towards women being associated with acceptance of
rape myths. Rape myths are attitudes and beliefs that try to blame the victim and justify sexual
aggression against women, through comments about how women are dressed, and alcohol that
was consumed. Also, people more likely to justify sexually objectifying women are also more
likely to justify sexual violence against women. Scholars argue that rape myths are “deeply
rooted in a patriarchal system where gender inequality prevails and sex role stereotypes are
promoted” (Clusters and McNallie 814). In a male dominated society, women feel the pressure to
be pure and passive, while trying to avoid being sexual objectified. A study of 465 participants
found that watching television sports was positively associated with a hostile attitude towards
women and sexism. Furthermore, “increased exposure to television sports is associated with
increased objectification of women” (Clusters and McNallie 822). The findings of this study is
significant because the repeated exposure of sexism and discrimination in sports television may
affect viewer’s worldview of women. If media perpetuates sexism and discrimination in sports, it
may lead to women being more likely sexually objectified and discriminated against.
The next topic I would like to discuss is how women are portrayed in television shows
today. In the past few years, women-centric sitcoms have gained popularity in mainstream media
as programs moved towards work-related sitcom/dramedy (DeCarvalho 5). Although this is a
progressive movement towards more women in television, strong women characters are being
“replaced by characters and situations that represent the continued cultural shift to the anxieties
and ideologies of postfeminism” (5). The archetype of the “liberated women” began when
workplace program began showing women as hard-working, confident, and independent - but as
time goes on, the talent, ambitious women are eventually “trust back into more
traditionally-accepted roles for women on television, such as expectant mothers and
non-authoritative positions (43). This concept, called “Post-Recessionary Sexism” is referred to
as a new type of sexism and patriarchy in a post-revolutionary era (5).
A perfect example of this new type of sexism is Jan Levenson and Pam Halpert in the
popular American sitcom, The Office (2005) (49). Although early in their professional careers,
they were characterized as career driven women, they eventually were forced into more
traditional gender roles when both characters became mothers, which then becomes their most
defining quality (49). Instead of focusing on the women’s careers and skills, the plotline for both
women focuses on their struggles with motherhood, and being a loving and nurturing figure (50).
Furthermore, throughout the show Pam (played by Jenna Fischer) dealt with overt verbal
harassment. In fact, within the episode’s first opening minutes, Michael Scott (played by Steve
Carrell) comments on his receptionist by insulting personal appearance and sexualizing her
(Melis 2018). In another episode “Women’s Appreciation,” Phyllis (another female worker in the
Office) gets flashed, and the reaction of her coworkers is disappointing and offensive to say the
least. Michael jokes that it should have happened to a more attractive employee like Pam, Angela
shames Phyllis for it happening, and Dwight blames her for what she was wearing (Melis).
Finally the main protagonist of this show is Michael Scott, who is known for his “that’s what she
said” jokes, and inappropriate and insensitive comments (Melis). Although these remarks and
actions provide comedic value through the series’ 9 seasons, it comes at a cost for women, who
are openly seen as inferior to men. In another show, Community, a feminist character is forced to
ignore her feminist beliefs to be more accepted by other women in the show (DeCarvalho 101).
Furthermore, in other shows like Parks and Recreation and 30 Rock, independent women
characters are “continually shown being incapable of achieving their goals until they follow the
advice of men (102).
Even though women are still sexually objectified as they have been before, many are now
trying to change the narrative of their own objectification as “pleasurable and self chosen”
(DeCarvalho 39). Moreso, women are encouraged to put themselves through the process of
objectification for a “false sense of agency” and “empowerment” (31). This movement promotes
women to purchase anything they want as a sense of power and independence from men
(Rosalind 44). For example, push up bras and thigh-high boots are supposed to symbolize
“empowerment” by “objectifying feminism and femininity simultaneously through its
commodification of the female form” (DeCarvalho 38). Media often display women as choosing
to sexualize themselves as a method of empowerment, but then show the same characters ``being
frustrated with relationships or punished for being inappropriately sexual” (40). This results in
women being uncomfortable in their own sexuality for fears of being objectified or judged. It is
also important to note that many of this “sexual empowerment” is catered towards straight,
white, middle-to-upper class women (41). This is harmful because it makes women of different
races, classes, and sexual orientation feel alienated and disillusioned in the post-feminism
movement. The best example of this character archetype would be Samatha from Sex And The
City (58). Although Samatha enjoys her sexual side, she is ridiculed and judged by her peers to a
greater extent than a man ever would be (59). Women like Samatha, who enjoy their sexual side,
are also more often required to change themselves and their actions more often than their male
counterparts (58). Young girls and women who watch programs such as Sex And The City, and
see the injust and discrimintatory treatment of women who are exploring their sexual identities
may feel the need to hide or feel ashamed, leading to low-self esteem. This creates a harmful
narrative for women growing up trying to embrace themselves and their identity, while also
being scared of judgement because of society’s standards and traditional gender roles.
In conclusion, although career opportunities have opened up for women in recent years,
sexism and discrimination still exist in the sports and entertainment industries. Women are
continually pushed into traditional gender roles in popular sitcoms, or sexualized by male
broadcasters in sports programs. These stereotypes and discrimination against women can lead to
harmful images and the widespread perception of women as subordinate to men. Although
progress has been made towards equality, we still have a long way to go until women are as
equals to men in the sports and entertainment industries.
Works Cited
Custers, Kathleen, and Jenna McNallie. “The Relationship Between Television Sports Exposure
and Rape Myth Acceptance: The Mediating Role of Sexism and Sexual Objectification of
Women.” Violence Against Women, vol. 23, no. 7, SAGE Publications, 2017, pp. 813–29,
doi:10.1177/1077801216651340.
DeCarvalho, Lauren J. The Work of Prime-Time Post-Recessionary Sexism: Gender and
Television Sitcoms in the Post-Recession Era of the 2010s. ProQuest Dissertations
Publishing, 2013.
Gauntlett, D. (2008). Media, gender, and identity: An introduction (2nd ed.). New York, NY:
Routledge.
Melis, Matt. “Why We Still Laugh at The Office in the #MeToo Era.”
Consequence of Sound, 22 Mar. 2018,
consequenceofsound.net/2018/03/why-we-still-laugh-at-the-office-in-the-metoo-era/.
MICHELA MUSTO, et al. “FROM FIZZLE TO SIZZLE!: Televised Sports News and
the Production of Gender-Bland Sexism.” Gender & Society, vol. 31, no. 5, Sage
Publications, Inc, 2017, pp. 573–96, doi:10.1177/0891243217726056.