It is through media’s reinforcement of gender stereotypes, codes and gender displays that shape the way in which society perceives and constructs genders. These gender codes shape the way in which society views gender and assists in determining what is acceptable gender performance. Advertising and mass media forms display codes that are associated with representing male and female attributes. Dominant media forms have heavily assisted in constructing gender and genderalized norms. The media has a very powerful effect on culture, shaping societal structures and operations.
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