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Gauntlett argues that in contemporary society, gender roles are more complex and that the media reflect this.He says female’s role models today are often glamorous as well as successful.He argues that this is due to the ‘rise in girl power’The reason women are represented inadequately is due to lack of females in higher positions. Media is a male dominated as a result woman is shown representation from their point of view.Film in particular sees women in an active role however they are being shown as eye candy and objectified.