Today, it is increasingly difficult to find any stereotypes in children’s cartoons, because over the years the depictions of stereotypes have become subtle, and through animated characters they are imperceptibly rooted at youngest age and thus they shape the thinking of future young people.That is why the subject of this dissertation is cartoon as a powerful media content that has an exceptional impact on children as a marginalized group in society, as well as the way it conveys the messages that children adopt, thus influencing the process of children’s socialiazation.The aim of the research is to determine the way of representation of men and women in selected short cartoons available to children on second RTS public service program, as well as to deconstruct stereotypes and prejudices and codes of film art that implicitly implement dominant messages in these short animated forms whose are the most numerous audience just younger children.The basic hypothesis from which I start is: the characters in children’s cartoons that are the subject of research in this paper are gender stereotypical, aided by the codes of film art to implicitly implement stereotypical messages that are in line with the patriarchal matrix, i.e. traditional social constructs and representations of gender, where men are active, out of the house and have power, control and domination, and women are presented as sexual objects, subordinate, passive, mostly in the home environment. Using two code protocols: Code protocol used in quantitative – qualitative content analysis and code protocol based on observations of measurable categories and variables by Van Dijk. 65 episodes of short cartoons were analyzed within 7 series broadcast on the public service program RTS2 in the period from March 12, 2016 to April 2, 2016. The series Once Upon a Time…Man was created in the 80s of the 20th century, while the remaining series Snoopy, Calimero, Chloe’s Closet, Leon, Johnny Test, Pet Pals originated in the first two decades of the 21st century.The results show that the analyzed cartoons, with the help of characters, convey patriarchal social patterns by implicitly implementing stereotypical messages supported by the codes of film art, which is reflected in the gender socialization of children. In a focus group interview, parents expressed the view that cartoons contain gender stereotypes.Using Focus group interviews and surveying children, it was noticed that girls choose female characters and mostly decide on the basis of wardrobe, physical beauty, kindness of characters, which reaffirmed that they choose based on the gender role instilled in them by socialization, which is that they should to be beautiful, nurtured, protected, etc., while the boys choose characters who are fighters, muscular, have a protective and saving role that corresponds to the gender role of the man. In an in-depth interview, I found that the children did not realize in any of the cartoons that the messages sent by the cartoons were also marked by gender stereotypes. The children’s responses were mostly positive and were not aimed at recognizing gender roles but more at perceiving memorized universal moral messages. So children do not recognize gender stereotypes, and therefore do not remember them. The final message of the cartoon is therefore not discriminatory towards the other. The general conclusion of the research is that despite the fact that it is a series of contemporary cartoons, they support the patriarchal social order. However, a certain shift in favor of gender sensitivity has been noticed, which indicates the maturing of the importance of the notion of gender and gender sensitivity in society, but insufficient, because the actors will be immediately returned to patriarchal frameworks of behavior. Also, although various instruments offered by artistic film codes have been used to implicitly place gender stereotypes and present them as desirable, negative gender roles are present and visible. That is why it is very important to decode gender stereotypes and recognize the instruments by which they are presented and transmitted.