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In today's society, media saturates nearly every aspect of one's life. It seems inevitable for society to be influenced by the media and what it is portraying.<ref name=":1" /> Roles are gendered, meaning that both males and females are viewed and treated differently according to biological sex, and because gendered roles are learned, the media has a direct impact on individuals. Thinking about the way in which couples act on romantic television shows or movies and the way women are portrayed as passive in magazine ads, reveals a lot about how gender roles are viewed in society and in heterosexual marriages.<ref name=":1"/> Traditional gendered roles view the man as a "pro-creator, a protector, and a provider," and the woman as "pretty and polite but not too aggressive, not too outspoken and not too smart."<ref name=":2">{{Cite book|title=Marriage and Families: Changes, Choices, and Constrains|last=Benokraits|first=Nijole|publisher=Prentice Hall|year=2002|isbn=978-0-13-034177-8|location=New Jersey|url-access=registration|url=https://archive.org/details/marriagesfamilie0004beno}}</ref> Media aids in society conforming to these traditional gendered views. People learn through imitation and social-interaction both in the physical world and through the media; television, magazines, advertisements, newspapers, the Internet, etc.<ref name=":2" /> [[Michael Messner]] argues that "gendered interactions, structure, and cultural meanings are intertwined, in both mutually reinforcing and contradictory ways."<ref>{{cite journal | last = Messner | first = Michael A. | author-link = Michael Messner | title = Barbie girls vs. sea monsters: children constructing gender | journal = [[Gender & Society]] | volume = 14 | issue = 6 | pages = 765–784 | doi = 10.1177/089124300014006004 | date = December 2000 | s2cid = 52253024 |url=http://www.michaelmessner.org/wp-content/uploads/2014/05/barbiegirls.pdf |archive-url=https://ghostarchive.org/archive/20221009/http://www.michaelmessner.org/wp-content/uploads/2014/05/barbiegirls.pdf |archive-date=2022-10-09 |url-status=live}}</ref>
Women are also largely under-represented across multiple types of media. <ref>{{Cite journal |last=Collins |first=Rebecca L. |date=2011-02-01 |title=Content Analysis of Gender Roles in Media: Where Are We Now and Where Should We Go? |url=https://doi.org/10.1007/s11199-010-9929-5 |journal=Sex Roles |language=en |volume=64 |issue=3 |pages=290–298 |doi=10.1007/s11199-010-9929-5 |issn=1573-2762}}</ref> A statistical disparity of the male to female ratio shown on television has existed for decades and is constantly changing and improving. Three decades ago findings highlight that males outnumbered females on a ratio of 2.5 to 1. <ref>{{Cite report |url=https://eric.ed.gov/?id=ED185178 |title=Women and Minorities in Television Drama, 1969-1978 |
Television's influence on society, specifically the influence of television advertisements, is shown in studies such as that of Jörg Matthes, Michael Prieler, and Karoline Adam. Their study into television advertising has shown that women are much more likely to be shown in a setting in the home compared to men. The study also shows that women are shown much less in work-like settings. This underrepresentation in television advertising is seen in many countries around the world, but is very present in developed countries.<ref>{{cite journal|last1=Matthes|first1=Jörg|last2=Prieler|first2=Michael|last3=Adam|first3=Karoline|date=October 2016|title=Gender-Role Portrayals in Television Advertising Across the Globe.|journal=Sex Roles|volume=75|issue=7–8|pages=314–327|doi=10.1007/s11199-016-0617-y|pmid=27688526|pmc=5023740}}</ref> In another study in the ''[[Journal of Social Psychology]],'' many television advertisements in countries around the world are seen targeting women at different times of the day than men. Advertisements for products directed towards female viewers are shown during the day on weekdays, while products for men are shown during weekends. The same article shows that a study on adults and television media has also seen that the more television adults watch, the more likely they are to believe or support the gender roles that are illustrated. The support of the presented gender stereotypes can lead to a negative view of feminism or sexual aggression.<ref>{{cite journal|last1=Rubie-Davies|first1=Christine M.|last2=Liu|first2=Sabrina|last3=Lee|first3=Kai-Chi Katie|date=March 2013|title=Watching Each Other: Portrayals of Gender and Ethnicity in Television Advertisements|journal=Journal of Social Psychology|volume=153|issue=2|pages=179–180|doi=10.1080/00224545.2012.717974|pmid=23484346|s2cid=40904909}}</ref>
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Elections of increasing numbers of women into office serves as a basis for many scholars to claim that voters are not biased towards a candidate's gender. However, it has been shown that female politicians are perceived as only being superior when it comes to handling [[women's rights]] and [[poverty]], whereas male politicians are perceived to be better at dealing with [[crime]] and [[foreign affairs]].<ref>{{cite journal|last1=Sanbonmatsu|first1=Kira|title=Stereotypes and Vote Choice|journal=American Journal of Political Science|date=January 2002|volume=46|issue=1|pages=20–34|doi=10.2307/3088412|jstor=3088412}}</ref> That view lines up with the most common gender stereotypes.
It has also been predicted that gender highly matters only for female candidates that have not been politically established. These predictions apply further to established candidates, stating that gender would not be a defining factor for their campaigns or the focal point of media coverage. This has been refuted by multiple scholars, often based on [[Hillary Clinton]]'s multiple campaigns for the office of [[President of the United States]].<ref>{{Cite journal|last=Carroll|first=Susan J.|author-link=Susan J. Carroll|year=2009|title=Reflections on Gender and Hillary Clinton's Presidential Campaign: The Good, the Bad, and the Misogynistic|journal=Politics & Gender|volume=5|pages=1–20|doi=10.1017/s1743923x09000014|doi-broken-date=3 July 2024 |s2cid=143560740|doi-access=free}}</ref><ref>{{cite journal|last1=Carlin|first1=Diana B.|last2=Winfrey|first2=Kelly L.|title=Have You Come A Long Way, Baby? Hillary Clinton, Sarah Palin, and Sexism in 2008 Campaign Coverage|journal=Communication Studies|date=2009|volume=60|issue=4|pages=326–343|doi=10.1080/10510970903109904|s2cid=145107322}}</ref><ref>{{cite journal|last1=McGinley|first1=Ann C.|title=Hillary Clinton, Sarah Palin, and Michelle Obama: Performing Gender, Race, and Class on the Campaign Trail|journal=Denver University Law Review|date=2009|volume=86}}</ref>
Additionally, when voters have little information about a female candidate, they are likely to view her as being a stereotypical woman which they often take as a basis for not electing her because they consider typical male qualities as being crucial for someone holding a political office.<ref>{{cite journal|last1=Huddy|first1=Leonie|last2=Terkildsen|first2=Nadya|title=The Consequences of Gender Stereotypes for Women Candidates at Different Levels and Types of Office|journal=Political Research Quarterly|date=1993|volume=46|issue=3|pages=503–525|doi=10.1177/106591299304600304|s2cid=144560550}}</ref>
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