Stereotypes formulation depends on the person's knowledge, experience and social norms. Gender stereotypes refer to association of individuals or groups with particular traits based solely on their sex and gender. Gender stereotypes expanded gradually with growth and development of society and became important issue. They rooted in people’s subconscious and grew into automatic, unconscious processes. Although gender stereotypes have detrimental effects on both sexes, implementation of traditional patriarchy caused more harm to women than men. Stereotypes associated to women most often refer to their physical appearance, submissiveness and subordinate position in society. A development of the mass media has significant influence on the widening of all types of stereotypes, including stereotypes associated to women, mainly because of their global reach and high speed of information transmission. The importance of the media and rapid growth of modern technology granted them a great credibility and powerful impact on public opinion. However, the fact that media is a profit-based industry makes it challenging to remove stereotyped messages from the media, since stereotypes increase sales of products and contents. Nevertheless, the last century has brought great changes in the position of women in society, and those changes must and can continue to cultivate.