The gender theory as a whole is a set of behaviours and standards that are expected from each sex as their role in society, work and life. It involves a variety of identity performances that establishes a social identity and a label determining an individuals biological sex. In sociology it is well known that their is a clear distinction between gender and sex which ultimately tends to get confused in society. Sex is used to determine a male or female by their biological genitalia and chromosomes. Gender is a neurological identity that determines ones behaviour and role. 

Gender in society takes a close look at female and male behaviours which are split into masculinity and femininity, The behavioural differences between a man and a woman and what their expected roles in society should be. Masculinity represents a man who is strong, dominant and provides for his family and females are seen as weaker, soft and more vulnerable. Socialist theories examine closely on how these behaviours influences and shape social practices. Social construction revolves around many political and economical factors that have helped gender roles evolve and remain stable through time and generations. As assigned roles stables in society this is a form of control and stability for the economy as females are expected to act and perform this way and males are expected to perform another way, which to the economy society and religion is seen as a controlled state of societal lifestyle.

Gender Quote by Judith Butler

The evolution of gender roles through generations begins at a focal point regarding the media, which represents inclusive advertising. There is no doubt that in todays date and time inclusivity is more important to consumers more than ever before therefore, acts as a marketing point for many advertisers and companies. Supporting inclusivity can involve women rights, lgbt inclusion and race. Brands are improving their insight and feedback skills from their consumers in order to deliver content and marketing strategies that are post modern appropriate. Targeting millennials and many other age ranges. Brands such as Gillette, Skims and lynx all featured inclusive ads representing different genders, races and human sizes in their adverts. As human rights advocacy increased through the years many brands and companies reach out through inclusivity in order to attract as many consumers as possible especially the millennial age. 

Inclusive advertisments

The topic that ultimately contradicts and challenges gender roles and control is the truth behind variety of misalignment when it comes to sex and gender. Cis gender people are known as individuals who’s biological sex aligns with their gender identity, and transgender individuals are distinct from cis gender as they are individuals who where born with biological sex that does not match their neurological gender identity. As a result, Many transgender people undergo medical treatments to align their body with their gender identity however, many transgender individuals may choose not do so. In conclusion, this allows transgender individuals to live normal fulfilling lives. 

References (2019). The Social Construction of Gender | Introduction to Sociology. [online] Available at: [Accessed 20 Nov. 2019].

Insights. (2019). Brands Go All In: The Power of Inclusive Marketing. [online] Available at: [Accessed 20 Nov. 2019].

Ross, K. (2013). Gendered media. [Place of publication not identified]: Rowman and Littlefield, p.Chapter 1.

The Other Sociologist. (2019). Sociology of Gender. [online] Available at: [Accessed 20 Nov. 2019].