(75% for men) and evolved to 35% in 2018. Women vocal presence was also lower during high audience time-slots. The Geena Davis Institute on Gender in Media is an organization that has been lobbying the industry for years to expand the roles of women in film. In the 1960s and 1970s, feminists such as Clare Short, Gaye Tuchman, and Angela McRobbie denounced unfair representations of gender in media and especially in magazines. Sexualization Noticing the fact that women are more likely to be presented by photos rather than words in digital news, Sen Jia and his colleagues argued that women's appearance probably serves for visual pleasure. Besides, mass media has become a driving force to discrimination based on gender. Images and expectations of gender roles are highlighted through a variety of platforms and sources like the structure of language, activities, media, school settings, historical passages or art pieces, and the workplace. Sexualization of women, in particular, is heavily centralized in mass media. When these platforms hyper sexualize women, portray them in a lack of clothing, or depict women as subordinate to men, a women's self esteem, body image, and emotional well being may be negatively affected. One of the earliest studies of role portrayal in advertisement was done in 1971 by Courtney and Lockeretz. These researchers discovered four central themes of female stereotypes: first, a woman's place was in the home; second, women didn't make important decisions; third, women were dependent on their male counterparts; and fourth, women were perceived as sexual objects. Two other follow up studies done by Wagner and Banos, and Belkaoui and Belkaoui reached similar outcomes. The final two points highlight the angle that women are viewed in regards to their sexuality and bodies. For centuries, dating back to when women would pose for paintings or sculptures, the concept that a woman's nature lied within the ground of subordination and submission has been reinforced by media. The Western ideal of female beauty is that of the fit, young, and thin woman, and the media spreads this ideal through movies, TV shows, fashion shows, advertisements, magazines and newspapers, music videos, and children's cartoons. For women to be considered attractive, they have to conform to images in advertisements, television, and music portraying the ideal woman as tall, white, thin, with a 'tubular' body and blonde hair. Studies show that typical female roles fall into cultural stereotypes of women