Sports media also contribute to the construction of masculinity in contemporary society.
In its study of masculinity and sports media, the research group Children Now found that most commercials directed to male viewers tend to air during sports programming. Women rarely appear in these commercials, and when they do, they’re generally portrayed in stereotypical ways.
Women professionals and athletes continue to be under-represented in news coverage, and are often stereotypically portrayed when they are included.
No one would deny that the mass media is big business. According to the American Motion Picture Association, Hollywood films alone pulled in $10 billion in 2011, and that doesn’t include the renting and selling of DVDs.  However, media executives argue that the economics of the industry make it impossible to avoid stereotypes of women.
There’s significant evidence that media education can counter unrealistic media representations of men’s and women’s bodies. For example, a 2010 study found that showing the video Evolution (which was created by Dove to show how media images of women are manipulated) significantly reduced negative effects on confidence and body satisfaction of young girls when they looked at pictures of ultra-thin models afterwards.
The video game sector is the fastest growing entertainment industry and second only to music in profitability. Global sales of video game software hit almost $17 billion U.S. in 2011. 
In 1999, the research group Children Now asked boys between the ages of 10 and 17 about their perceptions of the male characters they saw on television, in music videos and in movies.
The pressure put on women through ads, television, film and new media to be sexually attractive—and sexually active—is profound. While this is nothing new, research has found that women’s representation in popular media has steadily become more and more sexualized over the last forty years.
They have ads of how you should dress and what you should look like and this and that, and then they say, ‘but respect people for what they choose to be like.’ Okay, so which do we do first?”
Kelsey, 16, quoted in Girl Talk
Since the 1960s, feminists have argued that “it matters who makes it.” When it comes to the mass media, “who makes it” continues to be men.