One of the major modern problems with the media is the sublimation and reaffirmation of stereotypical female gender roles. “The media treats women like shit” (Cho). Which is a serious problem because of Marshall McLuhan's famous words, "The medium is the message" (Warwick). The medium of discussion is the media, which can basically be defined as the most significant “single source of information that people have today (Katz). Therefore, to understand “what is happening in our society” (Katz) it is “absolutely imperative to “understand the media” (Katz). Media and technology are “shaping our politics, our national discourse, and most importantly, they are shaping the brains, lives, and emotions of our children” (Steyer). Caroline Heldman, PhD and specialist in the presidency, media, gender and race in the American context, said that among seven-year-old boys and girls, an equal number "want to be president of the United States when they grow up" (Heldman) . However, she notes that once asked the same question at age fifteen, a “huge gap” (Heldman) between males and females (Heldman) becomes apparent. Girls seem to get the message from the media that their worth depends solely on their appearance. In contrast, boys get a similar message, namely that this is what matters in girls (Kilbourne). The purpose of this essay is to explore how the North American media's projection of a feminine value system is superficial and “derogatory” (Popner), and how the media does this effectively. This exploration will focus on two different types of media: visual advertising and video games. There is a common misconception that "media companies" (Popner) give the public "what it wants" (Popner) with sexually suggestive messages. . middle of paper ......-97. Web.Maddow, Rachel. "Miss Representative." Miss Representation. By J. Siebel Newsom: 2011. Netflix.Miss Representation. Dir. Jennifer Siebel Newsom and Kimberlee Acquaro. Perf. Christina Aguilera and Michele Bachmann. 2011. Netflix.Popner, Jennifer. "Miss Representative." Miss Representation. By J. Siebel Newsom: 2011. Netflix.Steyer, Jim. "Miss Representative." Miss Representation. By J. Siebel Newsom: 2011. Netflix.Sturken, Marita and Lisa Cartwright (2009). Gazing Practices: An Introduction to Visual Culture. 2nd ed. New York: Oxford. Print.Straubharr, Joseph, Robert LaRose, and Lucinda Davenport (2010). Media Now: Understanding media, culture and technology. Sixth edition. Boston: Wadsworth. PrintWarwick, Henry. "Communication theory". Conference.Yanehiro, January “Miss Representation”. Miss Representation. By J. Siebel Newsom: 2011. Netflix.