Media is us, media is not an alien dictating us how to live our lives. True sensationalism has become part of the media, but we drive that sensationalism. On the contrary media is ripped apart now if dare to say women are passive creatures, or fragile specimen. While being object of desire, women themselves drive that. There are countless magazines targeted at women, women themselves are the main demographic. And what's one of the main themes, being attractive. Style, sex it covers all. All the gossip magazines targeted at women. These magazines are sold in millions literally, and women buy these in droves. So women drive that themselves. Women are the culture, feeding on this crap and wanting more.
Women are NOT judge harshly, its just that victimized mentality again. Men are object of desire too or are women asexual? Have you seen all the programmes or movies targeted at female demographic, sex and the city for example. Stating the fact again that in dating guys are judged on looks as harshly as women. There is more emphasis on sex or looks on girls because guys are the ones who are solely responsible for playing the game, from a to z. When unattractive guys peruse girls they are shot down. As girls are object of desire as they are to be chased, preference set by women themselves. Only way they can stand out is by looking good. A person who looks good the most gets more attention hence more admirers.
How many guys are not even given time of day because they are not fun, manly, confident, dominant, exciting etc. Guys who show emotion are called weak, emo by girls themselves. Wouldn't get a Girlfriend in a million years. That's not driven by media. If women don't want to be only judged on looks and want it reversed, well they can also start chasing guys, and play the game too. But again guys are already judged on looks. None of that is driven by the media.
Take Disney for example. What's the theme. Girls want to be treated as Princesses. Treat her as a Princess and you'll get the girls. Mommy tells the same thing. Yet when these guys treat girls like Princesses girls don't even give them time of day. Media seems to have absolutely no impact at all. Media portrays anorexic models are beautiful, yet has no impact on guys.
The media is reflection of us. All they want is sensationalism, ratings, money. As soon as the wind starts blowing the other way they change sides. They could care less about the truth. Not to mention we as free individuals are free not listen to them.
So to reply to original question, its not the media but the social construct what determines social attitudes, media simply portrays it or reflects it.