A major modern problem with the media is the sublimation and reaffirmation of stereotypical female gender roles. “The media treats women like shit” (Cho). This is a serious problem due to the famous words of Marshall McLuhan: “The medium is the message” (Warwick). The medium of discussion is the media, which can be fundamentally defined as the “most important single source of information available to people today” (Katz). Therefore, to understand “what is happening in our society” (Katz), it is “absolutely imperative to “understand the media” (Katz). Media and technology “shape our politics, our national discourse, and most importantly, they shape our children’s brains, lives, and emotions” (Steyer). Caroline Heldman, PhD, an expert on 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 will be great” (Heldman). However, she notes that once this same question is asked at age fifteen, a "massive gap" (Heldman) between men and women appears (Heldman). Girls seem to receive the message from the media that their value and worth is solely dependent on their appearance. Conversely, boys receive a similar message that this is what is important about 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 they want" (Popner) with sexual suggestions..... . middle of paper ......-97. Web.Maddow, Rachel. “Miss Representation.” Miss Representation. By J. Siebel Newsom: 2011. Netflix.Miss Representation. Real. Jennifer Siebel Newsom and Kimberlee Acquaro. Perf. Christina Aguilera and Michele Bachmann. 2011. Netflix. Popner, Jennifer. “Miss Representation.” Miss Representation. By J. Siebel Newsom: 2011. Netflix. Steyer, Jim. “Miss Representation.” Miss Representation. By J. Siebel Newsom: 2011. Netflix. Sturken, Marita and Lisa Cartwright (2009). Practices of looking: 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.