It Starts with Media Literacy

We are always influencing and being influence by media. So, in that influence cycle there is the potential both to advance positive social change and to drown in our own social issues.  Media literacy, is the first step towards the former.
What does this have to do with gender?
Studies estimate that we see 16,000 advertisements everyday (Bullen, 2009, p. 149).  Young people who are still developing and understanding of gender roles see and are influenced by these images.  
Adults like to believe that we can shield impressionable youth from damaging images but because we too are exposed to so many of the same images some of the meanings inherent within many of them go unnoticed.  Of course, no responsible adult would allow a young child to look hyper sexual images of women in Playboy magazine, but what of images in family television which show women as passive and defined by their outward appearance? Make no mistake, images that reinforce negative gender stereotypes are everywhere.  We cannot reasonably expect that children will not see them.  Educating children on how to find and express meanings in media is essential to stop the cycle that perpetuates negative stereotypes.
Boys and Girls, Men and Women
Boys and girls both are influence by media images, and therefore both men and women are "victims" of the negative and limiting stereotypes presented. We should  look at these images without assigning blame, only meaning.
Demeaning images of women are often the subject of criticism but negative images of women sell men short as well. When girls see sexualized women presented as ideals it effects the development of their personal body image.  This can often lead to a lack of confidence, self worth, or even eating disorders as they struggle to match themselves to the gender ideals presented (Bullen, 2009, p.150).  But men and boys too are limited in the experiences they can have with the women in their lives, having such a narrow concept of what a woman should be.
An admirable project in Media Literacy for youth is Reel Grrl's annual "Wall of Shame" Project in which girls post media images of women along with their critiques, and their own interpretations (Bullen, 2009, p.151).

This in itself is not enough though.  It is important that boys be exposed to the girl's analysis of media.  Seeing their female peer's perspectives is the first step towards creating an inter-gender understanding of media, which is essential to challenging the gender boundaries asserted in the media.
A More Real Ideal
Because of the cyclical nature of media our perceptions do have the power to reverse the gender templates put forth.  The goal of media literacy is to stop young people from perpetuating the same stereotypes that limit them, in a sense preventing history from repeating itself. Only then can we advance positive change.

References
 Bullen, R. R. (2009). The Power and Impact of Gender Specific Media Literacy. Youth Media Reporter , 149 -152.