Social media and advertising : the shifting dynamics of gender roles from a sociological perspective

Abstract

Social Media and Advertising have been gaining worldwide prominence over the past years and they are two main platforms that reach a large audience. It is crucial to determine the influence that these two types of media have on genders. Genders are continuously affected by the portrayals that they witness on these platforms, and this research will explore how these depictions influence the behaviour and roles of such genders. It will ponder on different sociological literature including the works of Erving Goffman and Jean Baudrillard as well as investigating contemporary online activities on these two mediums and how genders are exhibiting their behaviour and altering their roles according to what they encounter on these platforms. Consequently, this dissertation adopts a quantitative research study to gather public opinion with regards to the concerning topic which will then be analysed so as to find out whether the research objectives have been answered.