New media involves many cultural implications regarding gender, sex, and norms, in this article. New forms of advertising and older forms, including print media, are looked at how they shape our culture regarding women's portrayals. The authors argue that advertising, because of its sheer volume, is the most powerful education tool of society, and that media consumes the lives of its users. According to the authors, advertisements sell values, images, and concepts of success and worth. Sometimes they tell us who we are and what we should be. This is a useful tool to use while looking at the implication new media has had on different groups, such as women.
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