The media influences many aspects of American society. The media influences sexuality, gender roles and family structure. Gender images projected through the media are related to gender norms present in society. The media demonstrates a misogynistic view towards women. Women, statistically, interact with the media more than men and are exposed to the images that the media promotes. The media distorts how women should look, their role in society and sexuality. Despite the negative images presented by the media, these beliefs can change. The role of women in society was promoted as subservient and inferior to men. This concept is still maintained as standard. Women are less likely to be “consulted as 'experts'” (Lee and Shaw 67) on a topic than their male counterparts. The fact that women are not considered “experts” (Lee and Shaw 67) reinforces the fact that women are inferior to men. In the media, men are considered “spokespeople” (Lee and Shaw 67); this idea is competent and reliable to represent a product. Society labels women as incompetent and does not accept them as having authority. The lack of women in authoritative positions reveals the discomfort that American society feels towards women and power. This concept has persisted over time; women are seen as inadequate compared to males. In the media, women are substantially “underrepresented” (Lee and Shaw 67). The trend presents women as unwanted and dissociated from society. Dissociation implies for women that they are not appreciated. The underrepresentation of women in the media reinforces a patriarchal society. Society is represented by men. Stories in the media associate women with “family, looks, or romance” (Lee and Shaw 67). These stories reinforce the view of women as care providers and valued only for physical reasons… middle of paper… images of women are presented through technology. Women can easily access negative images through technological aspects. Advertising, the Internet, celebrities, and other technologies present women in sexualized and demeaning ways. Showcasing women in positive ways can shift the negative image of women and enhance their role in society. Women have been placed in the role of unwanted in a male-dominated world. The media presented the idea that women should be submissive and inferior to men. Women are sexualized and degraded in American society. These images are accepted as norms of society. Images influence sexuality, social roles and physical appearance. Women's pessimistic thoughts can change through technology. Although more images of positive role models are presented in society, women are still presented in submissive roles.