Impact of Gender Stereotypes in Media on the Career Aspirations of Young Women in Japan

Abstract

Purpose: To aim of the study was to analyze impact of gender stereotypes in media on the career aspirations of young women in Japan.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: In Japan, gender stereotypes in media have a significant impact on the career aspirations of young women. Media often portrays women in traditional roles, such as caregivers or secondary characters, which limits their aspirations for leadership positions or careers in STEM fields. Studies indicate that young women exposed to these gendered portrayals tend to have lower self‑efficacy and fewer aspirations for non‑traditional careers, such as becoming CEOs or scientists. However, recent efforts to diversify media representation, with more female leaders and professionals depicted in media, show promise in encouraging young women to expand their career goals.

Unique Contribution to Theory, Practice and Policy: Social cognitive theory, cultivation theory & role congruity theory of prejudice may be used to anchor future studies on the impact of gender stereotypes in media on the career aspirations of young women in Japan. Practically, this research highlights the need for media creators to adopt more inclusive and diverse portrayals of women, particularly in leadership and STEM fields, which can positively influence young women’s career aspirations. On the policy front, governments and international organizations can advocate for gender-sensitive media regulations that ensure the portrayal of women in diverse professional roles.