(S. Sundar, 2016)
The persuasive appeal of peers over experts is compounded by the fact that we tend to let our guard down even more when we encounter news in our personal space. Increasingly, most of our online destinations – whether they’re portal sites (such as Yahoo News and Google News), social media sites, retail sites or search engines – have tools that allow us to customize the site, tailoring it to our own interests and identity (for example, choosing a profile photo or a news feed about one’s favorite sports team).
The media and sports symbiotic relationship constructs and utilizes gender stereotypes to maintain gender inequality and gender differences, both actively through written words and passively through photographs. Sport sells mass media and media sells sport, therefore, the media has biased coverage because it assumes its consumers are men and aligns its coverage to suit its potential customers. Pederson (2002) eloquently stated the symbiotic relationship fosters the acceptance of masculinity as the defining character of Western society and the media create and reflect this hegemonic masculinity.
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