From
http://www.media-awareness.ca/english/index.cfm I found the last paragraph I incuded to be the most telling.
Media and Girls
"They have ads of how you should dress and what you should look like and this and that, and then they say, 'but respect people for what they choose to be like.' Okay, so which do we do first?"
Kelsey, 16, quoted in Girl Talk
The statistics are startling. The average North American girl will watch 5,000 hours of television, including 80,000 ads, before she starts kindergarten. In the United States, Saturday morning cartoons alone come with 33 commercials per hour. Commercials aimed at kids spend 55 per cent of their time showing boys building, fixing toys, or fighting. They show girls, on the other hand, spending 77 per cent of their time laughing, talking, or observing others. And while boys in commercials are shown out of the house 85 per cent of the time, more than half of the commercials featuring girls place them in the home.
You've Come A Long Way, Baby?
The mass media, especially children's television, provide more positive role models for girls than ever before. Kids shows such as Timothy Goes to School, Canadian Geographic for Kids, and The Magic School Bus feature strong female characters who interact with their male counterparts on an equal footing.
There are strong role models for teens as well. A Children Now study of the media favoured by teenage girls discovered that a similar proportion of male and female characters on TV and in the movies rely on themselves to achieve their goals and solve their own problems. (The one discrepancy was in the movies, where 49 per cent of male characters solve their own problems, compared to only 35 per cent of their female counterparts.) Television shows like Buffy, the Vampire Slayer and computer games such as Tomb Raider and Perfect Dark, star girls who are physically assertive and in control. And of course, Lisa has been acknowledged as the brains of the Simpson family since the start.
Then there's Teen Vogue, which gushes that 'finding yourself and what makes you feel happy and healthy [is] always in fashion', but also runs ads for breast enhancement tablets. For $229.95, you too can grow bigger boobs, 'feel more beautiful and sexier than ever' and have 'more self esteem, more confidence.'
(Source: Janelle Brown, Salon, 2001)
However, the messages media send to young girls are mixed. On the small screen, male characters continue to outnumber females by a ratio of 2 or 3 to 1, and 90 per cent of the actors starring in American children's programming are male.
Magazines are the only medium where girls are over-represented. However,almost 70 per cent of the editorial content in teen mags focuses on beauty and fashion, and only 12 per cent talks about school or careers.
Media, Self-Esteem and Girls' Identities
Research indicates that these mixed messages make it difficult for girls to negotiate the transition to adulthood. In its 1998 study Focus on Youth, the Canadian Council on Social Development reports that while the number of boys who say they "have confidence in themselves" remains relatively stable through adolescence, the numbers for girls drop steadily from 72 per cent in Grade Six students to only 55 per cent in Grade Ten.
Carol Gilligan was the first to highlight this unsettling trend in her landmark 1988 study. Gilligan suggests it happens because of the widening gap between girls' self-images and society's messages about what girls should be like.
Children Now points out that girls are surrounded by images of female beauty that are unrealistic and unattainable. And yet two out of three girls who participated in their national media survey said they "wanted to look like a character on TV." One out of three said they had "changed something about their appearance to resemble that character."
In 2002, researchers at Flinders University in South Australia studied 400 teenagers regarding how they relate to advertising. They found that girls who watched TV commercials featuring underweight models lost self-confidence and became more dissatisfied with their own bodies. Girls who spent the most time and effort on their appearance suffered the greatest loss in confidence.