Gender stereotypes in US media narratives: a thematic review

Abstract

In the context of global challenges and the pursuit of sustainable, equitable societies, the media play a vital role in shaping perceptions and promoting awareness. Gender Equality, as one of the UN Sustainable Development Goals (SDG 5), is central to advancing social sustainability. While studies suggest that women are often more aware of sustainability issues than men, gaps remain in understanding why women’s full potential in addressing these challenges is underutilized. This study examines how mass media globally portrays gender in the context of sustainability by analyzing representations of men, women, femininity, and masculinity. Drawing on previous research by Mendes and Carter (2008), which highlighted gender disparities and media stereotyping, this article updates the discussion with data from the last five years. The research employs qualitative content analysis to assess media narratives across diverse regions. Findings reveal a persistent portrayal of women in traditional roles - education, nursing, social work - while underrepresenting them in leadership roles in business, entrepreneurship, and politics. This imbalance contributes to undermining women’s perceived legitimacy and perpetuating inequality. The study underscores the media’s role in either reinforcing or challenging gender norms and stresses its practical importance in advancing SDG 5 and broader sustainability objectives.