Canadians' Attitudes to and Awareness of the Plight of Adolescent Girls in Developing Countries, commissioned by World Vision and CIDA , conducted by Angus Reid , March 1998. Movies show 63 per cent men and 37 per cent women. Women are most often portrayed in all media in the context of relationships, whereas men are most often portrayed in the context of their careers. For men, the figure is only 20 per cent in both media. In the movies, women are shown this way 31 per cent of the time, compared to seven per cent for men.
Most female characters are highly stereotyped.
The bombardment of anti-female messages may have a cumulative effect. By the time they reach high school, though, only 29 per cent feel that way. Male characters outnumber female characters three to one on prime-time television shows and commercials. Out of more than 200 prime-time shows surveyed, not one devoted its plot to a female character's academic activities or career plans. The most common women's jobs on TV are clerical.