The media is a powerful tool for communication that affects the perception of gender and external roles and inequality in society. Throughout history, traditional media have often portrayed gender stereotypes in such a way that men and women are assigned specific roles at birth, and perform them together throughout life. With the advent of modern media, this way of life is changing, society attributes different norms to men and women, different voices become more visible, the representation of a wide range of gender and external identities is enabled, and the LGBTQ+ community is also included. Despite such progress, there remain numerous challenges of the media, which continue to portray society based on gender stereotypes. Gender and foreign policies in the media call for responsible journalism, continuous education on gender issues and the promotion of content that is inclusive and equal. The key goal of such policies is to ensure equal media representation, which will lead to the reduction of diversity and inequality, and create a new, equal society. The work is focused on the representation of sex and gender in print media and portals in Croatia, and the goal is to show and approach the issue of stereotypical representation of men and women in the media and how it reflects on society.