This article presents an analytical discussion on how media images cultivate gendered beliefs and attitudes. The aim is to examine the possible patterns of media reception effects among young girls and boys which further influence their socialisation process. We do this by making complementing connections between the two theoretical approaches: George Gerbner’s cultivation theory and Laura Mulvey’s psychoanalytical approach. We observed that both the approaches are long-term effect theories and work simultaneously with reference to the social construction of realities experienced by children in their daily interaction with screen oriented media. Also, using textual analysis of video content available in the Indian context, we further argue that with a conscious projection of images that reflect gender justice and gender sensitisation, the cultivation of beliefs and attitudes about gender can be altered. In the conclusion, we highlight the challenges and risks involved in moving beyond gender stereotypes.