It sounds like overly numbing generalisms of gender roles, probably highlighted in the case of the media, advertising and everyday culture in general.

Think commercials on tv, billboards, hollywood movies etc

Also think - stupid girl - by pink - that video probably hints at the meaning of the term.

Without knowing the context in which it appeared it is difficult to give a definitive explanation. I assume it is referring to the messages sent out by, for instance, a male reacting to a certain trigger in a stereotypical way. An example would be, 'Big boys don't cry' - a male in a company of females will not show 'feminine' traits in response to an emotional stimulus or, in front of males, he would not show pain if hurt.
There are other ways that these traits can be seen in cases such as domestic violence when emotional pressure results in displays of physical aggression.

Women cook, clean and sometimes type when not knitting and thinking about kittens. Men fight fires, mend cars, love football and can only do one thing at once. That kind of thing, I think, is what it means.