Media Studies – AS Level content – Core requirements | e-Consult

Cultural context provides the shared values, norms, and power relations that influence how gender is portrayed. It determines which traits are deemed appropriate for men and women and which narratives are socially acceptable.

• Television drama (e.g., a British soap opera): In a cultural context that values traditional family roles, female characters are often depicted as primary caregivers, while male characters are shown as breadwinners, reinforcing gendered expectations.
• Video game advertising: In a context where hyper‑masculinity is celebrated, promotional images frequently feature muscular male protagonists and sexualised female characters, reflecting and perpetuating stereotypical gender norms.

These examples illustrate how cultural context both reflects and constructs gendered meanings within media texts.