We have known about this for decades. It's called internalized sexism. Back when women where trying to get the vote, some women opposed them. They made the same arguments against it that men did.
It's understood to be largely a product of systemic sexism in our culture. It's been getting better, but it's still there. An example is how ideals of feminity were portrayed in the 1950s. The housewife, the home maker, the mother. Obedient to her husband. That's why there was so much focus on representation, so that girls didn't grow up only seeing that as the natural and proper order of things.
In the 90s there was Girl Power, and for the last 25 years we have had many, many badass action women in movies. They aren't really what we need now though. Just more competent women doing "normal" jobs, or as normal as it gets in TV shows and movies.