How are stereotypical roles upheld and challenged?The advertisement is in this link: http://www.youtube.com/watch?NR=1&v=IcfViklWRsU
I would want to approach this question by noting the way that the advert starts with the man chopping the hedge. He is being cast in a traditional male role as being involved in physical labour. Note the way that his wife or girlfriend is the one who brings him a drink whilst he is working, reinforcing the role of the woman as the carer or provider of the man who must wait on him and look after his needs. If this advert was actually stereotypically challenging gender roles, it would be the woman who was trimming the fence and involved in this laborious task and her husband who brings her the drink, showing him waiting on her. As it is, this allows for a rather amusing finale to the advert as the man's obsession with the Doritos leads both his neighbours and his girlfriend/wife to belive that he is ambivalent in his sexuality.
We see gender stereotypes all around us. We also may see sexism. There are ways to challenge these stereotypes to help everyone, no matter their gender or gender identity, feel equal.
- Point it out — From magazines and television to film and the Internet, the media is filled with negative gender stereotypes. Sometimes these stereotypes are hard to see. Talk with friends and family members about the stereotypes you see and help others recognize how sexism and gender stereotypes can hurt all of us.
- Walk the talk — Be a role model for your friends and family. Respect people regardless of their gender.
- Speak up — If someone is making sexist jokes, challenge them.
- Give it a try — If you want to do something that is not normally associated with your gender, think about whether you’ll be safe doing it. If you think you will, give it a try. People will learn from your example.
If you have been struggling with gender or gender identity, you’re not alone. It may help you to talk to a trusted parent, friend, family member, teacher, or professional counselor.