This paper investigates the influence of the media on the construction of gender roles, examining the historical evolution and modern changes in these roles. It begins with a definition of gender roles and a historical overview, followed by an analysis of contemporary changes under the influence of social media and their role in changing the perception of gender roles. It follows the presentation of gender roles in the media, including the emergence of a new generation of media content, the persistence of stereotypes and the portrayal of the roles of the LGBTQ+ community. It also deals with the media representation of sexuality and gender roles, with a special focus on the TV series "Modern Family". The work touches on various influences, including the influence on children and adolescents. Theoretical perspectives such as cultivation theory and social learning theory are used to understand the mechanisms through which media shape our understanding of gender roles. Finally, through the analysis of specific media content, concrete examples of how the media present gender roles and how these representations affect society will be explored through the analysis of the popular Instagram page. With this comprehensive approach, the paper aims to provide insight into the complexity of gender roles in contemporary society and the significant role that the media play in their construction and evolution.