Males and females have become vitally concerned with sex-role images in the mass media because of the ubiquitous nature of the media. Mass media, which have heavily penetrated Americans' lives, have the potential for initiating, reinforcing, or denying certain social values. In studies of various media, including magazine advertising, magazine fiction, television programing, television advertising, children's literature, instructional films, comic books, coloring books and many more, the males in all enjoy a wider variety of roles and goals than do media females. While males are portrayed in important positions in government, education, politics, the industrial world, and the family, females in the media are circumscribed by their sexuality and domesticity. Furthermore, research indicates that children personalize and utilize media content as an information source for their social roles. Other evidence indicates that the media have perpetuated sex-role stereotypes which are actively functioning at all levels of society and across all social institutions. (A nine page bibliography on this issue is included.) (LL)