For a long-time, American culture has been drenched with memoranda proliferated by the mass media. The dominant media has had a great impact in the construction of gender and gender norms. Having been a platform created for encouragement and consumerism in the society, the attention has diverted towards female gender used as objects of marketing in the media. Mass media has become harmful to women since it paradigms deleterious acuities of women and underpins them not once or twice but a number of times. This paper will address the effects of media on women discussing what should change, and why such things should change. Media actions are always not, what they seem; instead, they are catalysts for treacherous effects on females plus the entire society.Mass media has been a tool used by businesses and organizations to sway its audience in different techniques even though people do pretend not to have been influenced by the advertisements. They do so because advertisements are quick and cumulative and most of it is subconscious. The standards created by advertisements in the media affects women in a way that is inevitable. We live in an era where adverts are everywhere. In the televisions, billboards, walls and the daily newspapers we read. Despite the media being barely intravenous spines injecting passive and gullible culture with memos or rather message, which folks consent willingly and openly, they shape some important aspects of existence like our dreams, identities, hopes and even ambitions and fears. Media in the United States has a vast reach in the society and its morsel is quick and the message oozes primarily into the fibers woven together creating a culture of muddles about women.Effects of mass media on people’s identity is the most profound since without an identity, your value in the society lessens and a society consists of people who are the targeted audience. Messages sent by most adverts literally is that people are correspondent to the products they procure. The products have market value about who we are in the society and the aspirations we have. This turns ones identity into product instead of amalgamated thoughts and feelings, which turns human worth to something available in stores. The end result of all this is a skewed image of a person in the society where people will perceive him or her as portrayed by the media. Being that these adverts in the media are in most cases are directly linked to women, they become endangered species in the society since members of the society will always consider the messages from the media as pure truths instead of artistically erected standards of what success mean. Identity is very important in a person and whenever a person’s identity is robbed, they become worthless and they feel stripped of their humanity.Even though media has been trying to target every member of the society, the flat of acquaintance is verbalized by gender and mainstream messages are engrossed towards women. This is evident in the newspapers where people rely on images to relate their feelings and in such cases, female identity are always made to feel inferior. The body language from women in the media are mostly vulnerable, passive and distinctly different from body languages given to men. This insinuates the feeling of feebleness in women while on the other hand; men take credits for their dignity and strengths. To make the situation even worse, the larger media for women attempts to make women valueless and worthless in the society. Female activists Gill says that women’s touch in adverts is very different from men’s touch. Gill goes ahead to state that men’s tad in adverts is that of grab, create and build while women are given the touch of caressing which seemingly does not have purpose at all cost.Theresa refereed to this kind of media we have as technologies of gender meaning gender representation is its construction. By this, she meant that the perception of women we see in the media is not what women really are in real life. They are seen in a given way just because the media makes them be seen so. This fallacy propagated by gender-divide mass media distresses women very austerely since men are more detrimentally painted than men are.Another serious effect of the media in America is that media-obsessed culture means that they have to live to the standards put in place by advertises. In American society, being beautiful is one of the most important roles women should accomplish. Naomi Wolf says that just like the gold standard, women’s beauty is a currency system. People compare products, which were previously determinates of self-worth with beauty. The media propagates beauty even further by associating beauty with the morals in women. This is evident in television shows where most of the good characters are always associated with beauty and attractive while the evil characters in most cases look ugly and cruel. This further shows how women are only valued for their levels of beauty despite the fact that beauty codes brings it clear that many women are not measuring up aesthetically. The additional moral assumptions on the evaluation of women’s appearance augments the shame they should feel. Beauty is subjective in the real world but the media builds a thin standard for what beauty means. This in broader view does not only attacks the choice of products on our advertisements but also buyers themselves.With the high regard placed on beauty and the multi-dollar price tag placed on it, the society expects female genders to adhere with the beauty standards. When the naturally fail to fit the required standards since not every woman is born beautiful, they persistently struggle to get to the bracket failure to which, they are tagged as trash or failures and should be ashamed of themselves. Media has been tainting women in a very deleterious manner making many women in the United States lose their self-esteem. Media has portrayed fat women, skin color, hairstyles and those very sensitive and for a woman to fit in the society for the better they have to ensure all that is well kempt and to the standards. An instance of skin color stuff is in the cocoa drink advert where a woman of African origin is played in the theme of darkness and sexuality to portray the hot chocolate.All this crap, which has been in the media since 1970s must change in the modern world we now live in. It is important for us to know that media advertisements are myths of what women are in the society. Women’s undesirable media imagery must change if we need a country with freedom of emotional servitude. Most women feel like slaves just because of media’s negative taint on their appearances. First, the media should change their gender representation in adverts. I feel that women should be portrayed in some other ways, which will give them credit in the society. As mentioned earlier, many people perceive whatever they see in the media as the truth. Changing women’s representation by making them superior in the adverts will change the societies address to female identity.The media should stop making women’s beauty a priority in adverts. Setting standards for women is major injustice to the unattractive women. It lowers their self-esteem and this makes them clumsy and vulnerable even more. They should feel empowered by the media not discouraged. It is high that media houses should change their tactics of making adverts in a way that no woman will at the end of the day feel offended. Movies and television shows should be general in their character representation. It is not necessarily that all the evil women in movies be physically ugly and as well, it is not necessary that all the good characters have beautiful physical appearances. It is high time the movie directors realize that equality is a consideration. The viper of feminism hypnotizes Americans media and this has to change.Female representation in the media should change because, it is the only way, we can empower our sisters, and daughters. Women have been tainted negatively in the media ever since the media thing began. This has made them believe they are weak since it is something they see from time to time. Changing this negative media effect will not only change upcoming generation but also alter with the future generation to come. Change is inevitable but very important. It is through change in the media that we have seen women work nowadays. I believe through the same transition women will feel empowered and with time, we will have a completely diverse country where men and women have equal chances in the society.In conclusion, the media houses are privately operated business activities, they rely on people as their customers to create business opportunities by generating profits. The media has been for a long period tainting black women’s ability form the beginning. They are treated just as the products in the advertisements they are used in and this lowers their dignity to greater levels. It is important that the media consider redeeming women by creating a different imagery to female identity. This is evitable because women are the flowers of this world; they should feel free and happy of who they are in the society.