"Although we cannot tell what effect a particular advertisement has on us, our idea of women will be influenced in the long run and be shaped by the information we are exposed to," Liu said.

She gave a further example of the effect the image of stereotyped women has on daily mentality.

"Today almost all Chinese women are trying to lose weight, no matter the necessity. The obesity rate of local women is only 5 percent higher than that of men," Liu said. "However, in comparison, there are twice as many women taking diet pills, among which at least two thirds do not suffer from weight issues."

The problem stems from the constantly conveyed message that only women with tall and slim figures can become stars and achieve wealth, she explained.

Han Xiangjing, Director of Women of China magazine, said that several years ago, female migrant workers who committed suicide after suffering sexual abuse were often hailed by the media as heroines, because they sacrificed their lives to preserve their chastity.

"Praising these workers for their so-called heroic behavior in the media is irresponsible," Han said. "If this trend continues, the number of suicides might well increase."

Experts' view

"For a long time media has been controlled by a small group of people who speak on behalf of men, therefore often manipulating the image of women to meet male expectations," Wang Qin, Deputy Director of the Media and Gender Studies Center, said while talking about stereotyped women at the Gender Communication and Social Development Forum held at CUC in August.

Ke Huixin, a professor at CUC, said such stereotypes cannot be changed within a short time frame because journalists often report only on what their editors specify, with little freedom to express their own opinions. However, she encourages journalists to do their best in spreading gender awareness and portraying the picture of women truthfully.

"Sometimes those who work in media may be unconscious of the fact they are presenting women in stereotypical ways. That's why we need to raise awareness," Liu said.

She hopes her study of media and gender will contribute to furthering general equality. "Media is one of the largest sources of information available, exerting a big influence on people's thought," Liu said. "My purpose is to promote equality in all aspects of social life by advancing gender issues in the media."

Women's voices

When the question is asked whether the stereotyped representation of women in the media involves discrimination, responses vary.

"I think male and female astronauts receive different treatment in reports. Although Liu Yang has worked as hard as the two male astronauts, it is implied that she is less competent than her male colleagues," Dou Huining, a student at Shandong University, said in answer to whether Liu Yang's image as a "younger sister" undervalues her role.

"In view of her already successful career as an astronaut, Liu Yang's role as a traditional woman is irrelevant," Dou added.

However, Zhang Ting, a Ph.D. candidate at New York City University, holds a different view.

"I don't think addressing Liu Yang as 'younger sister' causes a problem. Taking physical pros and cons into consideration, alongside the fact that male astronauts far outnumber their women counterparts, it's natural for the media to stress her female identity."

Sun Haoyue, a 36-year-old woman working for a state-owned company in Nanjing, said, "I don't get angry when seeing a woman presented as a housewife in an edible coil commercial. It's natural that everyone assumes different roles."

Liu Ying, a full-time housewife in Shandong Province, said, "I regard the role of housewife as my job and I enjoy it. However, for women who have career ambitions, they might think the stereotyped commercials undervalue them."

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