Sunday 2nd Feb

Reframing the Gaze: How Media Shapes Gender, Culture, and Progress

Location: Hall 1 Media and advertising are powerful tools that shape our culture and reflect societal norms. Nearly three-quarters of people agree that advertising influences how we perceive each other. Over the decades, the portrayal of women in ads has evolved—from the domestic, family-focused roles of the 50s and 60s to the hyper-sexualized, unattainable ideals of the 70s and 80s. While progress has been made, with women now depicted as strong and independent, nine out of ten girls still compare themselves to media images, underscoring the ongoing responsibility of brands and marketers to foster positive representation. But is there a tangible benefit for brands in embracing these modern portrayals beyond social responsibility? Research suggests there is: ads that feature progressive, empowering representations of women resonate better with audiences and improve business outcomes. The conversation extends to the broader cultural impact, as brands move from catering to the “male gaze” to showcasing men as caretakers and equal partners, alongside women thriving in multifaceted roles. This panel, featuring female creatives and advocates, delves into these shifts, examining how campaigns have been shaped by women behind the scenes and their influence on gender norms. It will also include insights from experts working in maternal and child health, exploring how positive media representations impact public health messaging and content. Together, we will uncover how advertising can challenge stereotypes, drive cultural change, and build healthier, more inclusive narratives.