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Women are at an absolute disadvantage situation due to the large gap between the economic and social status of men and the influence of traditional ideas. Women have been symbolized and degraded. Women losing the right to speak out and going to be treated unfairly. With the development of new media technology, society has ushered in an era where everyone can speak out and spread everywhere. Commercial advertisements appearing in social media have implicitly “standardized" beauty to women, which causes people to deviate from their ideals. (Berberick,2010) Therefore, the role and power of social media detect the impact of sexist advertising. Women now feel strange because of the common perspective of their own looks and bodies through advertising. (Dittmar&Howard,2004) The issue of gender discrimination is happening in the advertising industry, and even emerge an exorbitant trend which has caused controversy. The main reasons for this phenomenon are the increasing commercialization of the media and the lack of gender awareness of media. The traditional culture caused gender stereotypes and make it a common perception that men and women are different. It shows that has become one of the motivators of the media. Besides, women have become passive and lack autonomy for marketing communication purposes in order to make profits. (Ali, 2018)). This study will use content analysis, taking gender discrimination of Sony China as an example to analyze the portrayal of women in media to explore how women are influenced by social media.

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Sampling:Taking the sample of 50 posts in Weibo which comment the case.#-#Sony China Gender Discrimination#

Coding:
1.Women who only know how to pursue beauty when compared with men

2. Women who are unruly to men

3. Women on the disadvantaged side with weak power

4. Women as a commercial promotion to attract attention

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The openness and diversity of new media have improved the status of women to a certain extent. But we still can see the patriarchal system has profoundly affected the thinking of the public which resulted from gender discrimination. My finding can be concluded from the research that women are more sensitive to seek and protect their rights, but mostly male remains the neutral opinion or still believe that men should be in the dominant position, so there is nothing wrong with constructing the image of women nowadays.

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Due to a large number of negative comments, Sony China deleted this post and apologized, which slightly affected the persistence of opinion of this case.
Random samples may not fully represent the truly research result.

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Social media has played an increasingly important role in people's lives. Many ideas have been strengthened and reinforced under fission-type dissemination. Social media has already provided an important platform for improving the consciousness of women and has improved the power of women to appeal for their rights. However, it still cannot completely break the discrimination caused by gender stereotypes which under the control of patriarchy. It still a challenge to achieve gender equality through the media.

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Ali,S.(2018).Women Objectification and Advertising:An Analysis of Sexually Objectified      Portrayal of Women in Television Advertising in Pakistan.Global Media Journal 16, no.31(2018);1-9.
Berberick,S.N.(2010).The objectification of women in mass media: Female self-image in misogynist culture. The New York Sociolgoist,5(2).