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Lauren Gancarz

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1950s Familial Structure: breadwinners and housewives the traditional family Images of women: feminine dresses and hairdos 1970s Civil rights and womens movements Advertisers recognize need to shift gender portrayals The Mary Tyler Moore Show; An Unmarried Woman; Maude; Norma and Rae 1980s Films continue to mimic social changes: Mr. Mom Early 21 st Century Advertisers creating confusion

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Complex and continuously changing Learn norms and expectations through media observation Insight into dominant and changing values Constant exposure leads to internalization Media images shift to show more women in workplace and fathers in domestic roles

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Men more involved in home life Spending almost twice the amount of time caring for and engaged in activities with their kids 6 in 10 believe they hold decision-making power (household items) More appealing to both genders Idealistic superwoman image Household and professional duties Creates confusion that standard is unobtainable

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Shift depicts women in workplace and men in household Struggle for women has been created Superwoman ideal Shift led to confusion of real identity Fatherhood comes easy for men Appears natural Happy and easy scenes

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