Television informs and entertains. It is a powerful influence in determining the roles of men and women in society. Young people are especially influencd by its portrayal of gender roles.
Although television has improved its portrayal of gender, women are still typecast in traditional roles, and under represented, while men are portrayed as dominant figures. Women are stereotypically represented as dependent, emotional. Women are the mothers, and men are the bread winners.
Women are under represented in television about 3:1. "The fact that a majority of voice-overs on television are male, that there are more male news readers on television and that many of the major film directors are men indicates that it is the male who has the authority and the control of the world of television."(Elena Beasley) This presents the world through the eyes of men. Most women's voices in commercials are to sell products such as laundry detergent, diapers, and jewelry. Advertisers also use women as sex objects to sell products such as beer.
There is evidence that a stereotypical view of gender role may influence the viewers, especially the young. There have been studies done on the effect of television messages on young viewers, but the data is inconclusive. However all of the studies indicate there is a strong possible connection with stereotypical ideas. The ideas of traditional roles of the genders is very misleading. There are no limits to what the genders can do. Now days you find most women out in all of the workplaces which were once deemed male oriented. And you find men staying home and raising families, doing the job that once only women did.