2025/08/28 by Ugochukwu Zacky Eze, Chinwendu Judith Zacky-Eze, Ozioma Patience Nwokedi
Social Sciences · #Gender Roles and Identity Studies #Gender, Feminism, and Media #Media, Gender, and Advertising
paper · doi:10.1177/01968599251371130
openalex publication_date 2025/08/28 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/30
This essay critically interrogates how mainstream media constructs and perpetuates binary conceptions of gender, focusing on the broader cultural and societal consequences of these representations. Drawing on queer theory and critical cultural studies, it critiques how entrenched media narratives have historically reinforced rigid gender categories while marginalizing nonbinary and gender-fluid identities. Through selected case studies in film, television, and advertising, the analysis reveals both progressive efforts and persistent barriers in portraying gender diversity. While some texts offer meaningful departures from traditional gender constructs, many continue to exhibit superficial inclusivity or reinforce stereotypes. The essay argues for a paradigm shift in media practices, advocating for inclusive storytelling, restructuring creative leadership to amplify diverse voices, and promoting critical media literacy. Reimagining gender beyond the binary is not only a scholarly concern, but a necessary social imperative for fostering equity, visibility, and dignity for all identities.