During the 1960s in Spain there was a growing awareness that the media, advertising and consumerism transmit specific values of gender. The stereotypes socially applied to women and men dwell in the aggregate of cultural patterns and manifestations (film, music, photo stories, comics…) that are created from a non-elitist angle. As of the 1970s some artists taking conceptual approaches, especially in Catalonia, criticize the representation of women as passive recipients of constrained social roles. In the 1990s artists’ attention is focused on questioning the damaging role of television and its abundant macho melodramas, as well as the sexist roles projected in heterosexual pornography. The works in this room exemplify these strategies: whereas some reveal the lesbian content implicit in various internationally successful films, in others tacky of Spanish film is dissected: men and women exchange roles to demonstrate the crass misogynous principles characteristic of certain films from the Transition period.