(sot - piera gelardi ) "who is going to use this image, and for what, and who sees themself in this the most important thing for us." (narr)executive creative director piera gelardi says that's why her lifestyle website refinery 29 won't rely on stock photo companies. the site styles its own photos in order to appeal to their target audience: millennial women. (piera gelardi, refiner 29 exec creative director) "//the industry has traditionally been very homogeneous so it's very importan@ for us to really break that and show diversity and show our audience in our content." (photoshoot photos/stuff)( sot, prof. amy aronson 19:41:43)"stock photography really does create and circulate stereotypes, and stereotypes by their very nature are a kind of cultural shorthand. they boil things down to the e st recognizable, simplest terms." (narr)amy aronson is a media studies professor at fordham university. (sot, prof aronson )"the problem is the repetition and the fact that we often get locked into either sexist or stereotypic images of women which often function to remind us of those stereotypes

. >> i love the way -- >> executive creative director, piera gelardi says that's why her lifestyle website refinery, refinery 29 won't rely on stock photo companies. the site styles its own photos in order to appeal to their target audience, millennial women. >> the industry has aditionally been verer homogeneououso it's very important for us to really break that and show diversity and show >> stock photograph at this does really circulate stereotypes sthrchlts se a media study professor at fordham university. >> the problem is the repetition and the fact that we often have gotten locked into either sexist or stereotypical images of women that often functn to remind us of those stereotypes, if not in some way reinforce them. >> keren sachs is at shutter stock one of the largest companies of its kind. every second people around the world download four of their images. >> why can't you guys just go in and clean out all of these images that you g gs probably wouldn't think were that great? >> our goal really is to encourage or krubt toirs to create new content and constantly upload it, we don

. >> i love the way -- >> executive creative director, piera gelardi says that's why her lifestyle website refinery, refinery 29 won't rely on stock photo companies. the site styles its own photos in order to appeal to their target audience, millennial women. >> the industry has traditionally been very homogeneous so it's very important for us to really break that and show diversity and show our audience in our context. >> stock photograph at this does really circulate stereotypes sthrchlts se a media study professor at fordham university. >> the problem is the repetition and the fact that we often have or stereotypical images of women that often function to remind us of those stereotypes, if not in some way reinforce them. >> keren sachs is at shutter stock one of the largest companies of its kind. every second people around the world download four of their images. >> why can't you guys just go in and clean out all of these images that you guys probably wouldn't think were that great? >> our goal really is to encourage or krubt toirs to create new content and constantly upload it, we don'