The media have always had a strong influence on our lives, on our ways of living and the roles we take on. Tv content is attached to those who create it and in the History of the Media, it is common knowledge that quality of content has been sacrificed in order to gain a higher audience rating.

The problem I would like to talk about in this post is not the lack of quality in tv programs nowadays but the influence of them on our lives. It is not about demanding programs to encourage culture or help people to be enriched, which would be very desirable but it is about encouraging higher standards such as respect, peace and freedom.

As we know, the powerful effect that media can have over the population seems like a great idea and to use this influence for spreading values such as equality and respect towards women is also a great idea. RTVE, the spanish public channel, has commited to offering tv content that shows a correct image of women, to prevent future sexist attitudes from young ages.

The change of mentality that the Spanish Goverment thinks is  needed to overcome sexism problems, requires a big compromise from all  of the media. These powerful channels can use their great potential to create a more just society where men and women can live together under equal terms.

Images of pretty women often appear in ads even without connection to the product being sold. This provocatively clad woman lends "sex appeal" to a 1921 ad for tire valve caps