Rigid Media Portrayals Of Gender

Rivers and Barnett suggest that the rigid media portrayals of gender are damaging and that without intervention children will end up stuck in gender straitjackets, is this true? Is rigid gender damaging?
I do not believe that gender, as depicted in the media is damaging. At least not for those who Rivers and Barnett suggest it is. More specifically, Rivers and Barnett claim that kids pick up on gender stereotypes very quickly and are susceptible to becoming stuck in gendered mindset. I do not believe this is true for the general population. In fact, I argue that it those who do not comfortably fit into the gender binary. That is to say, it is not those who do not embody a gender that are forced to face a life of stigma (i.e. non-heteresexuals).