The supremacy of a certain religious perspective or idea over others is manifested through the action of an institution or social movement that achieves supremacy through the unconscious and coordinated subjugation of others, while promoting its ideological worldview as universally accepted. This paper targets media representations of the Be Manly initiative regarding social justice and gender equality, as well as attempts to promote equality or emphasize the preservation of traditional gender roles. The said paper is primarily used for quantitative content analysis (with hints of qualitative method). The analysis was conducted on 100 articles from the Jutarnji.hr and Večernji.hr web portals (50 articles each). Paper concludes that the media impression of the Be Manly initiative is mostly based on a more neutral reporting approach from both portals, with the exception of column commentators who clearly support its activities and are a reflection of the author's subjective perception. Furthermore, the research findings indicate that there is no gender stereotyping within the articles and photos as a reflection of the portal's stance. Namely, stereotypes are only present within the media coverage by means of the initiative and her purposes being covered by the portal, which in its very nature is stereotypically biased against both sexes. It calls upon archaic social hierarchy and the imbalance of power between the sexes. This specific research on gender stereotypes within the media can be utilized as a commencement for larger-scale research. The importance of media is manifested through the potential of shaping society and the values imposed as desirable. Journalists are at the very top of this process, assuming the role of professional communicators. Portals, a type of modern media, only serve as a tool to share ideas, events and ideologies, while journalists are the ones who critically approach events and responsibly transmit content. In modern times, when people are exposed to unselected information, professional journalism that does not follow social trends but rather questions them is of crucial importance.