THE ROLE OF THE MEDIA IN SHAPING GENDER STEREOTYPES

• Gunay Mammadova

  Azerbaijan University of Languages

  Author

• Kader Polat

  Author

• Narmina Aliyeva

  Author

One of the most pressing issues that concern members of society in the era of globalization is the gender problem. Gender roles begin to form from the day a person is born. In this regard, the media, which is called the "fourth branch of government", also has important responsibilities. Thus, based on the proverb "A word expresses one thought, a picture a thousand", we can note that the media affects people's daily lifestyles, brains, thoughts, moral values, worldview, and social relationships. In the modern world, there is no member of society who can escape the influence of the media. Along with its positive aspects such as its informative, educational, and entertaining function in society, the media also has negative aspects. In addition to delivering information, the media can analyze them and influence people's thoughts and ideas in different directions. According to the theory of behaviorism, human behavior is affected by positive and negative events occurring in the external environment.

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