"Representations of women in the media have developed and changed with time to reflect the cultural and sociological changes in society. However, female stereotypes continue to appear in some media texts.

Representations of women are often defined by how men see women (termed the 'male gaze'), or by how society expects women to look and behave.

Many representations of women concentrate on sexuality and emotions. Others focus on their relationships with their children or romantic partners."

"Representations of men have changed over the past two decades with the emergence of the 'new man' or 'metrosexual', a man in touch with his feminine side and interested in romance, fashion, health and fitness.

However, the main focus is still on the traditional idea of masculinity which is strong, heroic, with the ability to outsmart life's problems and survive against all odds.

This kind of masculine representation is seen in action-adventure characters such as James Bond or Indiana Jones".