Understanding women in media and popular culture: Representation and its origins

Note to readers: The views in this article are my own and come from how I personally understand the topic. They’re also supported by existing research, studies, and other credible sources. At the same time, I am aware my perspective is shaped by my own experiences, which naturally influence how I see and interpret things (yes, I’m biased—and?).

For as long as popular culture has existed, women have existed within it—but often through carefully controlled lenses.

The “hot girl.”

The love interest.

The emotional support character.

The seductive villainess.

The girl who exists to motivate a male protagonist’s story.

Even today, despite conversations surrounding empowerment and representation becoming more common, many portrayals of women in media still revolve heavily around appearance, desirability, and fantasy.

Take Transformers, for example. For many people, one of the most memorable aspects of the film was not the robots or action sequences, but the camera’s treatment of Megan Fox’s character. Slow shots, revealing angles, and hypersexualized framing turned her into less of a character and more of a visual attraction. Ironically, years later, Jennifer’s Body—another film starring Megan Fox—would later be re-evaluated by audiences as a commentary on female rage, objectification, and the commodification of women’s bodies. When it was first released, much of its marketing still focused on selling Megan Fox herself as a fantasy rather than understanding the film’s deeper themes.

Sidenote: I personally believe Jennifer’s Body presents an interesting contrast in how it was positioned vs what is actually delivered. While its marketing leaned heavily into appealing to the male gaze, the film itself subverts that framing and offers a narrative that critiques it rather than reinforces it—would recommend looking into this further.

And this issue is not limited to Hollywood.

In anime, female characters are often written with exaggerated body proportions, revealing outfits, and personalities designed around being “waifus” for audiences to obsess over. Even in well-written series, women are frequently reduced to fan service or romantic subplots. In gaming culture, female characters have historically faced similar treatment—designed less for realism and more for visual appeal. Although gaming has evolved significantly over the years, debates surrounding female protagonists, sexualization, and “marketability” continue even now.

Social media has arguably intensified this even further.

Platforms like Instagram and TikTok have transformed women themselves into content. Filters, algorithms, beauty trends, and influencer culture constantly reinforce the idea that visibility and worth are closely tied to appearance. Women are encouraged to be confident, but only in ways society still finds attractive or consumable.

And yet, I wonder if despite all this, media alone can be blamed. Surely, media doesn’t emerge from a vacuum. It reflects the interests, fantasies, insecurities, and cultural values of the societies consuming it.

So, perhaps the real question is not simply: “Why does media portray women this way?”

But rather: “Why do these portrayals continue to resonate with audiences in the first place?”

In this article, I will explore how women are portrayed in modern media and popular culture, whether these portrayals genuinely shape societal attitudes toward women, and whether the root of the issue lies deeper within culture, audience demand, and the systems that continue to reward these representations.

The woman on the screen

Research on gender representation in media consistently highlights recurring patterns in the portrayal of women (all of which I’m sure most of us women aren’t foreign to). Women are often sexualized, appearance-focused, emotionally driven, or placed in supporting roles, while men are mostly portrayed as leaders, decision-makers, and heroes.

Even when female characters are written as “strong,” many audiences argue that strength is still defined through male standards—emotionally detached, hypersexualized, or stripped of softness in order to be taken seriously.

Let’s talk about how social media has complicated this more.

Platforms like Instagram, TikTok, and influencer culture have blurred the line between empowerment and performance. One moment, media tells women to embrace themselves naturally. The next, algorithms reward impossible beauty standards, edited perfection, and hyper-visibility.

So, what exactly are young girls learning from this?

That beauty equals value?

That confidence must always be visually appealing?

That women must either be desirable or exceptional to matter?

And what is it teaching young boys?

Who is the artist and who is the portrait?

My interest in media and its influence on the narratives we construct has led me down many avenues of exploration, and since delving into this topic, I’ve found myself grappling with a question I believe is important to address: if media represents women in this way, does that suggest that such ideas existed long before media itself? And if so, can media be held fully responsible? After all, it may simply be reflecting messages that have been circulating for generations.

Media does not exist in isolation. Films, advertisements, music, and online content are all products of cultural demand. They are shaped by audience expectations, social norms, profit motives, and deeply rooted gender roles that existed long before social media ever did.

If society rewards certain portrayals of women, media industries will continue producing them.

So, perhaps media is not only shaping society—society is also shaping media. Perhaps society encourages media to accommodate the widely held stereotypical perceptions of women, while media, in turn, reinforces and perpetuates those same perceptions within society.

Maybe both are feeding into each other in an endless cycle.

The double standard of female characters

Confronting the possibility that audiences themselves often contribute to these patterns makes it increasingly interesting. Across online discussions, many people point out that female characters are judged far more harshly than male ones. Male characters are allowed to be morally grey, arrogant, aggressive, or flawed and still be celebrated. Female characters displaying similar traits are often labeled, “unlikeable,” “annoying,” or “badly written.”

I recently watched a very interesting video on YouTube by creator Bazazilio titled, “how villainesses violate gender norms” that explores the difference between how villainesses are portrayed in media vs villains. One point that stood out was the idea that audiences are more likely to sympathize with female characters when their actions align with socially accepted expectations of women. For example, if a woman is shown as a mother going to extreme lengths to protect her child, a victim of sexual assault seeking revenge, or a wife responding to infidelity, viewers tend to understand or even support her actions.

However, when a villainess is portrayed as purely evil without a clear emotional or personal motive, she is often less liked or harder for audiences to relate to. It suggests that there is still an expectation for women in media to fit traditional gender roles such as being nurturing, emotional, vulnerable, and also conventionally attractive. When villainesses step outside of these boundaries, their actions are seen as less understandable or even “incomprehensible” within that framework.

Another interesting point she makes in the video is that visual appeal plays a significant role in how “likable” villainesses are perceived. Villainesses who are still portrayed as attractive or glamorous are often more accepted, even when they are cruel or manipulative—Eris from the DreamWorks Animation movie Sinbad: Legend of the Seven Seas, for example.

On the other hand, villainesses who do not fit these beauty standards or feminine expectations—such as older characters or those with more masculine or exaggerated features—are often treated differently by audiences and portrayed as more “unpleasant” or inherently disturbing. For example, Yzma from Disney’s The Emperor’s New Groove, Ursula from Disney’s The Little Mermaid, and Red Queen from Disney’s Alice in Wonderland all reflect different ways villainesses are visually framed in relation to their morality. Their physical design often reinforces their villainy, suggesting that when women deviate from beauty norms or traditional femininity, they become even less socially acceptable as characters. This contrasts with male villains, who are not held to the same standards of attractiveness or gender conformity to be considered compelling or understandable.

Women in media are expected to be empowering—but not “too emotional.” Attractive—but not “attention-seeking”. Strong—but still feminine enough to remain acceptable. It raises an important question:

Do audiences genuinely want female representation, or only representations they find comfortable?

To explore this question further, I conducted a small survey on women in popular culture and media.

Note: The sample size of this survey was limited to the geographic scope of the Maldives and therefore does not represent a globally shared opinion on the portrayal of women in media and popular culture. Results may vary depending on demographics. Everything presented below should be understood as indicative rather than conclusive. I kindly request my readers to not interpret them as absolute fact.

While the responses varied in detail, a number of recurring themes emerged very clearly: sexualization, unrealistic beauty standards, gender stereotypes, and the complicated relationship between media and society itself. I believe it’s important to note here that the study utilized a mixed-gender sample to ensure a diverse range of perspectives.

One of the strongest patterns in the survey was the belief that women are still heavily objectified in modern media. When asked how women are commonly portrayed today, many respondents selected terms such as “sexualized/objectified,” “appearance-focused,” and “emotional/sensitive.”

Several participants elaborated on this further in their written responses.

When asked what the “biggest issue” with women’s representation in media is, one respondent described modern portrayals of women as “over sexualism and morally ambiguous, not logical.” Another stated that she “personally thinks misogyny has played a huge part in movies and social media itself.” Others pointed directly to “unrealistic beauty standards” and the pressure women face to constantly appear attractive and desirable.

Perhaps the most telling finding was that every single respondent agreed that media places too much importance on women’s physical appearance. Not a single participant disagreed with that statement. This reflects something many women already experience daily online: visibility often depends on attractiveness. Social media platforms reward edited perfection, ideal body types, and hyper-curated lifestyles, making appearance feel inseparable from value.

At the same time, the survey also revealed that audiences are aware that media does not exist independently from society. When participants were asked who is more responsible for stereotypical portrayals of women, the majority answered that both media and society are equally responsible.

One respondent explained this particularly well:

“The perception of women which influence our representation in media is altered both by culture and upbringing of the audience as well as the producer.”

Another participant connected this directly to historical gender roles, writing:

“In the past, women were often seen as helpless, dependent on men, and confined to the kitchen but now upbringing and the awareness of feminism has changed the way movies portray women.”

These responses suggest that many people no longer see media as the sole cause of misogyny or sexism. Instead, they recognize media as part of a larger cultural cycle—one where societal expectation shape media representation, while media simultaneously reinforces those same expectations back onto society.

The survey also highlighted frustration with the lack of depth and authenticity given to female characters. Respondents expressed a desire for women in media to feel more realistic, nuanced, and human rather than symbolic or marketable (brilliant point, thank you very much).

Some of the changes participants wanted included:

“stronger and less sexualized” female characters
“authenticity”
“strong female leads and a plot line that pass the Bechdel test”

Note: The Bechdel test is a way of evaluating female representation in media by asking whether a work includes at least two named women who talk to each other about something other than a man. It is often used to highlight how many stories still center male perspectives even when women are present (read more: The Bechdel test).

Others focused on structural changes behind the scenes rather than just on-screen representation. One participant argued that meaningful change requires:

“MORE inclusion of women in production, writing and general design of media.”

Another respondent gave a very direct solution:

“Stop making movies for sexual appeal.”

Interestingly, some respondents also emphasized that conversations about representation should not ignore men’s issues in media either. A few participants pointed out that male characters are also often trapped within stereotypes—expected to be emotionally unavailable, physically dominant, aggressive, or financially successful at all times.

These responses highlight an important point: harmful stereotypes in media do not only affect women. Traditional portrayals of masculinity can also pressure men into suppressing emotions, avoiding vulnerability, and performing unrealistic standards of strength and success.

What makes these responses particularly interesting is that participants were not simply asking for more “strong female characters.” Instead, they wanted women to be portrayed as complete human beings—flawed, emotional, ambitious, vulnerable, messy, and complex. This matters because women in media are often reduced to stereotypes designed for consumption: the “perfect love interest,” the hypersexualized woman, or the marketable “girlboss.” These portrayals are quite common among fictional storybooks and novels as well. They are created to satisfy audience expectations and trends rather than reflect real experiences women face.

Over time, this can normalize narrow ideas about womanhood, where women are valued more for beauty, desirability, or likability than individuality and humanity. Many respondents therefore emphasized authenticity over performative empowerment.

Conclusive thought bubbles…

The survey findings overall reinforce a complicated reality. People are increasingly aware of the problems surrounding female representation in media, but they also recognize that these portrayals are tied to broader cultural expectations, social conditioning, and audience behaviour itself.

In other words, the issue may not just be what media shows us—but also what society continues to reward, normalize, and consume. I strongly believe that media institutions have a duty to portray women in a realistic and authentic way, rather than reinforcing male-constructed ideals of femininity that continue to circulate in society. At the same time, society also has a responsibility to unlearn and challenge the stereotypes that have been passed down through generations and further reinforced by these distorted portrayals. Since both issues sustain each other, it only makes sense that the solution should address both sides equally.

And to be honest, it infuriates me that this is a topic we still have to continuously talk about. I mean, what era do we live in? While I do believe audiences have collective power to challenge and change these narratives, I also recognize that dismantling such deeply rooted stereotypes will likely be a long and continuous struggle.