PSYCHOLOGICAL FOUNDATIONS OF GENDER STEREOTYPING WITHIN THE MODERN MEDIA ECOSYSTEM

Abstract

This research investigates the intricate relationship between mass media communication and the psychological construction of gender identities in the contemporary globalized landscape. The study delves into the fundamental psychological drivers—specifically internalization, cognitive dissonance, and social identification—that facilitate the entrenchment of traditional gender roles within the media sphere. By analyzing both explicit and subliminal cues in advertising, the author advocates for "psychological destereotypization" as a requisite strategy for fostering true gender parity, emphasizing individual competence over biological categorization.