Who is more superficial?

Other: people who think any gender has the market on being superficial

If women are superficial, then it's only because of the expectations of men. And it goes the other way around too.

Men.

What's more common in our media? Stories where the loveable-but-not-a-looker man gets a hot girl or stories where the loveable-but-not-a-looker woman gets the hot guy? Media reflects society.

In a way it's even worse because not even the imperfect man wants an imperfect woman.

Depends on a lot of factors..
First, there is a large cultural aspect to what men are looking for. It varies a lot from region to region, from Toronto to LA, from Iceland to Italy, from Cairo to Johannesburg. In many parts of the world, regions where famine is a threat, plumpness is a beauty feature.
Second, there is the appearance that men are attracted to superficially, the appearances we men are attracted to approach (on which there is some disagreement), and appearances men are interested in settling down with (on which there is much disagreement). The superficial attraction affects how we act on first meeting someone. It makes a big difference to how men and women react to strangers.
For women (in our society), superficial attractiveness has great benefits to those who have managed to develop it. It can entice holding doors open, giving up places in line, free drinks, invitations to dinner and a movie, sales, career advancement, etc. So generally women work at it much more.
For men (in our society), superficial attractiveness has much less benefit. Pretty much only salesmen, actors and models are in a position to benefit from superficial attractiveness enough to bother.
But for dealings with co-workers, friends, and family, superficial beauty provides much less advantage. People care much more about the person's morals and behaviour.
In seeking mates to be mothers to their children, few men want outstanding beauty. Ask any beautiful woman and she will confirm that.
Few men want to have children with a woman who they fear will be lured away by a man with more money.
In seeking mates, men, like women, seek mates with a narrow range of reasonable beauty, usually that resemble women they were around as children.

men, because apparently evolution has made them more attracted to a woman's appearance than a woman who is more attracted to alpha male behaviour. (literally personality) but if you gave me a douchebag jockish meathead and a dumb valley girl bimbo with a make up plastered face i would say it was the over commercialised ideal image that the media constantly potrays. :P but im a little weird so i said men.

Both, just depends on the person.

I think it vastly depends on the person and not the sex. I voted women to be an ass of course, lol

Anyone willing to judge people solely on gender is the superficial one.

They both are.

I'm a woman and I think women are so much worse!

Guys have to be since theyre the ones choosing the women

Without a doubt, women.

meh, i guess i can shallow...

it depends on the person.

People who are either gender and do not jump on the band wagon and do what they strongly believe is right are most superficial.