Masalta, Stephanie S.
COM106: A98
March 22, 2014
Long Exam #2
Gender Stereotypes in the Philippine Media
Gender Stereotypes
Gender stereotypes are set of expectations on how men and women
should act. It has been popularly adopted by the mass majority.
Gender is a social construct, which means the way that society is
organized shapes us into particular kinds of women and men
(Holmes, 2009). It is society that dictates gender. It is society that
assigns the general idea of how people should see gender. Because
of media, those ideas are now seen as “normal” and whatever
challenge those “normal” ideas would be seen unacceptable.
An example: pink is for girls, blue is for boys. And boys or guys who
associate themselves with pink are gay. But during the 19th century, which color for who does not matter
(Sargent, 2012).The Philippines, during that time, if I’m not mistaken, was under the Spanish rule— color
assignments to gender weren’t yet presented until, I guess, the Americans came. And then, people
decided to assign a general accepted rule: pink for boys, blue for girls. They believed that pink is a
stronger color while blue is more delicate and dainty (Hodge, 2010). It wasn’t until the 1940 that the colors
switched and advertisers decided to just go with pink for girls (Sargent, 2012).
In the traditional sense, females are expected “to marry and have children. She is also to put her family's
welfare before her own; be loving, compassionate, caring, nurturing, and sympathetic; and find time to be
sexy and feel beautiful” while males are expected to be “the financial provider. He is also to be assertive,
competitive, independent, courageous, and career‐focused; hold his emotions in check; and always
initiate sex.” (Gender Stereotypes, 2013) Many women conform to these qualities because social
pressures, typically enforced by parents, friends, teachers, and media, to fulfill these expectations are
strong. While men that display feminine qualities are culturally unacceptable, it also encourages men to
excel in active sports and in the workforce for fear of being considered feminine or weak. (Luke, -)
In the Philippines
Occupational gender lines are blurred since men also work as nurses and teachers. In the professions,
gender lines are less important. Women attorneys, doctors and lawyers are found in the provinces as well
as in urban areas. Since personal relationships and wealth are considered the road to success, women
have an equal opportunity to achieve. Winners of beauty pageants are likely to succeed in the business
and professional world, especially if the pageant was at an international level. (Philippine Culture: Gender
Roles, Marriage and Family) The Philippines is also believed to be a nation of strong women.
Even these roles exist, and improvements have been made; gender stereotypes are still present in the
Philippine media.
Last Septermber 2013, a study about gender representation in Philippine Television Advertisement was
published. Results indicate high prevalence of gender differences and stereotypes in Philippine TV. For
example, more males were shown in the workplace, whereas more females were shown at home; males
were generally fully, whereas females were often suggestively dressed; more males than females
delivered voiceovers; and product categories were stereotypically associated with gender. (Prieler, 2013)
2008
Four Colt 45 TV commercials showing men in different situations are considered “unmanly” or not
considered a “real man” if he has comments about women’s fashion, if he’s taking sweetly to his
girlfriend on the phone, if he’s concerned about the cleanliness of his drinking glass, or if he’s
using facial oil wipe.
I must admit that I find those advertisements funny. I noticed that there are only four men and
each of them has an “unmanly” side—it might be portraying the typical Filipino men and how their
“unmanly” side is considered unacceptable no matter how normal it feels for the guy.
The media here is dictating that this is how real men should act and acts deviant of such is
considered unacceptable.
2012
The movie My Househusband challenged the norm of gender roles in the household.
2013
“Ayokong pag-trabahuin and asawa ko, kahit nakatapos siya ng I.T., kahit gusto niya mag
trabaho. Gusto kong nasa bahay lang siya para tutok ang attensyon niya sa mga bata. Para wala
na ring sabihin yung iba.”
“Eh paano po kung gusto niya mag-trabaho?”
“Rinerespeto ko naman ‘yon. Pero basta ayokong magtrabaho siya and I’ve made that clear
between us.”
The written conversation above is an actual first-hand experience. It was a he who said that. It is
a proof that some of us are still in conformance of gender stereotypes especially when he said,
“Para wala na ring sabihin yung iba.”
Despite of changes in how media portrays gender roles, maybe he’s just still caught by the
stereotype bought to us by the Spanish religious doctrines: men should be more powerful than
women. Also, “the social stigma of being a househusband and even of being a career woman is
still creeping in the dark crevices of our conservative society. Despite the fact that there is an
increasing trend of shifts happening to the gender roles in Philippine household, husbands and
wives see this not as a form of liberation but as a product of necessity.” (Villareal, 2012)
2013
Pantene TVC
Advantages of Gender Stereotyping
1. Financial success for males (Luke, -)
2. Stereotyping can be seen as simplifying our surroundings so they are easier to understand.
(Slinger, 2012)
3. Stereotypes can sometimes be used in a person’s advantage. A blog suggests that women can
embrace these stereotypes to move forward.
4. It can give us first impressions before we judge
Disadvantages of Gender Stereotyping
1. These sorts of stereotypes can prove harmful; they can stifle individual expression and creativity,
2.
3.
4.
5.
6.
7.
8.
as well as hinder personal and professional growth. (Gender Stereotypes, 2013)
Restrict men's creativity and emotional growth. (Luke, -)
The audience might assume that the same group of people share the same ideals and traits.
Lower self-esteem for men who is staying at home or “househusbands”
Lower self-esteem for women who are stereotyped as passive and submissive because they
cannot might get silenced for what society thinks is “normal”
Lack self acceptance
Men and women might feel separate and different from one another as human beings
In the political arena, most women could not make it in position because many think that women
don’t have political interest or knowledge.
Suggested Solutions
Gender stereotypes in media are powerful and persuasive. Some messages might not be direct but
implied and it affects its audience one way or another especially children. Being a student of
communication, it is my responsibility to take action even in simple acts in best possible ways. I could
start off by being a positive example. I will not let stereotypes define who I am and degrade my being. I
would do my best to incorporate whatever knowledge I have in everything I do especially in the
workplace.
Sources
De Guzman, D. O. (2013, July 9). Gender and Multimedia: The Philippine Experience. An Interview with
Dr. Odine de Guzman. (D. G. Alfonso, Interviewer)
Gender Stereotypes. (2013). Retrieved March 2014, from Cliffsnotes:
http://www.cliffsnotes.com/sciences/sociology/sex-and-gender/gender-stereotypes
Hodge, J. (2010, September 23). The History of Pink for Girls and Blue for Boys. Retrieved March 2014,
from Gender Focus: http://www.gender-focus.com/2010/09/23/pink-for-girls/
Holmes, M. (2009). Gender and Everyday Life. New York: Routledge.
Luke, M. (-). Effects of Gender Stereotypes. Retrieved March 2014, from ehow:
http://www.ehow.com/info_8684940_effects-gender-stereotypes.html
Madrona, M. P. (2012, November 19). Colt 45 and the 'Real Men' Myth. Retrieved March 2014, from The
Filipino Scribe: http://filipinoscribe.com/tag/gender-stereotyping-in-philippine-advertisements/
Philippine Culture: Gender Roles, Marriage and Family. (n.d.). Retrieved March 2014, from English
Channel: http://tx.english-ch.com/teacher/sophia/level-b/philippine-culture-gender-roles-family-andmarriage/
Prieler, M. a. (2013, September). Gender Representation in Philippine Television Advertisements.
Retrieved March 2014, from EBSCO Host Connection:
http://connection.ebscohost.com/c/articles/89599799/gender-representation-philippine-televisionadvertisements
Sargent, J. (2012, February 24). 5 Gender Stereotypes That Used To Be the Exact Opposite. Retrieved
March 2014, from Cracked.com: http://www.cracked.com/article_19780_5-gender-stereotypes-thatused-to-be-exact-opposite.html
Slinger, B. (2012, October). Advantage's and Disadvantage's of Stereotypes. Retrieved March 2014, from
Blogspot: http://bethanyslinger.blogspot.com/2012/10/advantages-and-disadvantages-of.html
Villareal, R. (2012, March 19). CHARACTER ROLES: Media and the Current Gender Roles in the Philippine
Household. Retrieved March 2014, from Wordpress:
http://rtvillareal.wordpress.com/2012/03/19/character-roles-media-and-the-current-gender-roles-inthe-philippine-household/