Gender stereotypes and images in communication: still an open issue

Advertising plays a dominant role in our society: it builds images, conveys messages, influences ideas. Too often advertising and media tend to abuse the image of women, degrading their role and offending their dignity. Alongside traditional media, new technologies also play a fundamental role, perpetuating the persistent stereotypical representation of men and women and pervading all levels of society. New media are more difficult to regulate for public authorities, to date, there is not enough information on the potential negative impact of social networks and new media on the younger generations.

Together with the increasing sensitivity of public opinion, there is a growing need to establish real regulatory rules in order to avoid discriminatory and offensive use of images.

For this purpose, the Board of Palazzo Marino approved on June 28, 2013, through the resolution "Basic guidelines on discriminatory and demeaning advertising towards women", the rules for evaluating messages to be displayed on spaces managed by the Municipal Administration. In this way, the city of Milan has strengthened its commitment to ensure that billboards are always inspired by criteria of equal opportunities between women and men, far from stereotypes that are demeaning to people's dignity.

However, today, data and research show that television is still the main means of information for the country. Therefore, while it is important to pay attention to the functioning of new media on one hand, it is also necessary to continue monitoring how the image of women is presented by television channels, disseminating the results and potential consequences of the same in a widespread manner.

The meeting on 1st July, at the Museum of Science and Technology "Leonardo da Vinci", represents the opportunity to reflect on how the media - TV, internet, and social networks - convey messages and what impact they produce.

When: July 1, 2015, from 2:30 PM to 6:30 PM
Where : National Museum of Science and Technology "Leonardo da Vinci" - Via San Vittore 21, Milan