I vividly remember watching a 'Carry On...' film, at the age of about 12, and it leaving me with a very strong sense of frustration. Not at how bad the film was, but at how the female characters, ran about, bosoms bouncing for the leering male characters. Something as slapstick was never intended as a serious comment on preferred gender stereotypes but none the less, it told me that this was OK to poke fun at.
It often surprises me, at how unaware and accepting society is of casual sexism, ranging from the aforementioned slapstick to borderline misogyny.
If we could notice these inequalities as blatant, embarrassing and unacceptable acts of prejudice then that may be one small step in the right direction.
If male and female terms were exchanged (for example 'She looked beautiful' to 'He looked beautiful') in everything from film synopsis to news stories, we may begin to notice these differences and how they condition us to make certain choices.
Incidentally, it may draw attention to how the sexes are defined and described in the mass media; if words describing aesthetic values are used in association more with men or women and so forth. Seeing words that we more commonly associate with one gender over another should create a kind of jarring effect as you read. These are the kinds of subtleties which I hope to highlight.
Using PHP I am working on a website which should automatically convert this text for the viewer, eventually resulting in a collection of RSS feeds within one page. This will present a range of sources and hopefully provide an overview of how men and women are described or do feature.
A kind of ideal format for this idea would be perhaps a pair of glasses, or atleast a viewing frame from which to hold up to real, live content such as signage, posters, digital screens etc, which would again, reverse the male and female images and words.
Something like the augmented reality apps available now would be the closest thing existing today, however this would require the permanance of posters and signs so the app can respond to the environment using GPS.
This would not work; posters are taken down/moved so quickly - the device would need to react live to the information, perhaps using optical character and facial recognition software.
An alternative, is if print were completely obselete and all marketing was digital. This would allow maybe a bluetooth signal to be sent out from each poster to phones and devices passing by. Within the signal would be a number of uniform 'tags' describing the content of the poster. So if there was a poster advertising womens underwear then the tags may be 'woman' '20-30 years old' 'lingerie' 'sexy'.
The app (or whatever form it may take) could then exchange those words with 'man' '20-30 years old' 'pants' 'sexy' and so forth.
If there was a public reaction and interest in how genders are represented then things may begin to change.
UPDATE: Augmented reality / phone app gender reversal may be
more possible than considered.