Before children are of school age they are assigned gender roles

they are taught, through many influences including parents, peers, and

media, what are acceptable roles as a girl or boy.

Despite some examples to the contrary, girls are still presented in traditional gender stereotyped roles through the media. Children aged 4 to 9 "perceived most cartoon characters in stereotypical ways: boys were violent and active and girls were domestic, interested in boys, and concerned with appearances."

Thompson, Teresa and Eugenia Zerbinos (1997) "Television cartoons: Do children notice it's a boy's world?"
 Sex Roles: A Journal of Research, v. 37

Particularly troubling is the concern over body image that may result from media that instructs girls to wear make up, act out domestic situations (such as caring for a baby), and stay thin. Eating disorders, such as bulimia and anorexia, can result from the obsession with body image.

Sarah Sobieraj analyzed Saturday morning toy commercials, which are clearly aimed at children and define acceptable gendered behaviour. Some 50% of the commercials aimed at girls spoke about physical attractiveness, while no commercials aimed at boys spoke the same. Boys were also 50% more likely to behave aggressively in commercials (no girls did) and no boys had unpaid labour roles, while girls were shown in traditional female roles of unpaid labour.

Sobieraj, Sarah (I 996) "Beauty and the beast: toy commercials and the social construction of gender", Sociological Abstracts, v. 44

What does it mean if commercials, which are aimed at our children, play a

broken record of stereotypes for boys and girls to follow and play out? What does it mean if the marketing messages use stereotypes because it's simple and our children learn such roles? Marketing toys perpetuates sexist stereotypes explains in more detail the gender roles assigned to girls and boys through toy commercials.

Media uses stereotypical gender roles because they're easy. They don't require too much elaboration and they're easily understood. Media Aware shares the concerns of other media literacy organizations who are concerned that gender roles portrayed through media may be having a negative effect on children's development.