Many argue that one of the main problems in media is the convergence of ownership. When we look at the facts, that in 1983, fifty companies controlled the vast majority of all news media in the United States and today, only five companies - Time Warner, Disney, Murdoch's News Corporation, Bertelsmann d Germany and Viacom control a staggering number. 90% of what we read, watch and listen to. Media messages are, most of the time, in the interest of the companies they own. As fewer individuals and corporations control the largest means of communication, some interests will always favor the high-ranking (mostly male-dominated) giants who own them. The media has a powerful influence on thoughts and ideologies. individuals in a globalized society. Julia Wood of “Gendered Lives” says that “people today are the most saturated and engaged with media in history. The average American household has more televisions than people: 2.73 televisions and 2.55 people per household, and at least one of those televisions is on eight hours a day” (Wood). These numbers demonstrate how consumed our society has become and the role media messages play in our lives. As a society, we are constantly bombarded with messages about our personal identity, about what we should look like, do and wear. And, although gender inequality has changed and radically transformed over time, some media-produced ideologies negatively impact women's success – through negative ideas, images and representations. . Study media power messages about gender and their influence on thoughts. and societal ideologies, it is important to examine the effect of media on female body image. The unrealistic and unrealistic middle of paper, exposing them is another way in which we can help counteract the negative consequences associated with the media. By combatting the misrepresentation of women by showcasing real women, audiences have a greater chance of seeing a variety of different icons and role models. This is then an opportunity for individuals to recognize that this inequality exists, solely due to misrepresentations and stereotypes. This exposure leads to new beliefs about gender, including ideologies focused on equality between the two sexes, as well as the “characteristics” and skills that both possess. This in turn could reduce the gender pay gap and increase women's participation in all professions. Only by actively and critically consuming media can we reverse the negative effects associated with media messages in popular culture..