In this article, Blumenfeld displays the media’s role in maintaining and shaping gender-specific roles in our society. He reports that there are two noticeable “gender roles”. They are assigned to us shortly after we are welcomed to this world on our birthday. Then the lifelong training begins. This coaching process has always been around and it teaches us how to act or not to act, and what to do or what not to do depending if you are a boy or girl. He analyzes a couple of commercials and the way men and women are presented there. Moreover, he has expressed the concern of an impact that this message may have on gender-specific roles and decision making of individuals, just to mention a few. Furthermore, he insists that our
