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America is a society that is not only saturated with media but also with stereotypes that are cultivated through the media. As people mature in age, outside influences affect how they perceive the world around them. With the pervasiveness of media exposure on society, it would be hard not to become swayed by what is perceived to be societal norms. People may then begin to think and act based on the stereotypes associated with one’s gender that is broadcast through the media. The negative effects of media messages are especially harmful on an audience of young viewers who may not possess the intellectual tools that allow them to distinguish which messages are meant as storytelling functions. Media literacy could then become an effective tool for helping young viewers decipher the messages they are receiving. If as a society we refuse to accept certain gender stereotypes as truth, then the media makers may not be as inclined to centre their messages on them.
Hannah Goodall (Sun,) studied this question.