PORTRAYAL OF WOMEN IN MEDIA

Media in its various forms, whether newspapers, magazines, print ads, audiovisual or electronic, television, films, radio, internet, social media, has a strong influence and impact on the minds of audiences and society.

Over the years, media has been used to mold as well as change the perceptions of society. Whether through propaganda posts or informational posts, media is able to convert people into followers or vice versa.

The portrayal of women in media definitely influences and shapes the ideas and perceptions of women in a society.

Media can create awareness and sensitize the masses / the people about various issues pertaining to women. An affirmative image portrayed in media creates a positive environment towards women. However, a traditional and stereotypical image can also damage or degrade the status of women.

 

Negative role of Media

Women as sex symbols – Media misuse women as sex symbols to sell products through advertising. The negative role of women in television programs, films, web series can run down the image of women thus she becomes an object to ogle at.

Negative impact of beauty pageants – Women models portray an ideal face or an ideal figure. Skin color and size zero have become the norm and women struggle to keep up to these expectations which are highly impractical.

Stereotypical Image – the ideal vulnerable bahu and the shrewd cunning vamp are the two extremities portrayed by media. People tend to categorize women into either one of these roles and this is harmful to social development

 

Positive Role of Media

Awareness and sensitization – media, especially newspapers, journals, news channels, blogs, social media, help people become aware of the current status of women. Media helps sensitize readers, listeners and viewers about the issues faced by women. Great sensitivity must be exercised when reporting on cases of violence against women.

Media also helps in creating awareness as well as providing information a policies and programs for women.

Highlight women’s’ achievements – women achievers, whether as entrepreneurs, or artists can be given their due praise. Women achievers are seen in all fields today – science and technology, education, economy, industry, entertainment, art, literature, music, social work and even politics.

This helps create a positive image of women in the minds of people in society as well as encourages girls and women to look up to these achievers as role models.

Moreover, the more positive portrayal of women, the greater the sensitivity and change we will see in our society.

 

Read about Advertising and role of women in India by clicking the link:

https://sstuffsimplified.blogspot.com/2015/09/advertising-women-india.html

 

 

MEDIA & GENDER

Media refers to different channels of communication such as newspapers, television, films, radio, advertisements and social media.

Gender refers to the social roles, expectations, behaviour and responsibilities that society associates with men, women and other gender identities.

Media and gender are closely connected because media influences how people understand gender roles, identities and relationships. It can either promote gender equality or reinforce gender stereotypes.

Role of Media in Shaping Gender Perceptions

1. Representation of Men and Women: Media influences how men and women are represented in films, advertisements, television and news.

Example: Women are often shown as homemakers, while men are portrayed as breadwinners or decision-makers.

2. Reinforcing Gender Stereotypes: Media sometimes promotes fixed ideas about how men and women should behave, dress or work.

Example: Advertisements showing women doing household chores while men make financial decisions.

3. Promoting Gender Equality: Media can challenge traditional gender roles and promote equal opportunities for all genders.

Example: Advertisements showing women as pilots, scientists, business leaders and sports personalities.

4. Women's Empowerment: Films, documentaries and social media campaigns highlight women's achievements, struggles and contributions to society.

Example: Campaigns such as Beti Bachao, Beti Padhao promote the education and empowerment of girls.

5. Representation of LGBTQ+ Communities: Media helps create awareness about gender identity, diversity and the rights of LGBTQ+ communities.

Example: Films and web series featuring LGBTQ+ characters and their experiences.

6. Challenging Social Discrimination: Media highlights issues such as gender-based violence, unequal pay, workplace discrimination and harassment.

Example: News reports and social media campaigns discussing women's safety and workplace equality.

7. Influencing Beauty Standards: Advertisements, films and social media often promote certain ideas about beauty, body image and physical appearance.

Example: Social media influencers promoting unrealistic beauty standards through filters and edited photographs.

8. Giving Women a Voice: Digital media provides women with platforms to express opinions, share experiences, highlight problems and participate in public discussions.

Example: Women journalists, activists and content creators using YouTube and Instagram to discuss social issues.

Gender Stereotypes in Different Forms of Media

Form of Media	Common Gender Stereotypes
Films	Men shown as strong heroes and women as dependent characters.
Advertisements	Women shown mainly in household roles.
Television	Women often portrayed as emotional and family-oriented.
News Media	More attention sometimes given to male experts and leaders.
Social Media	Women judged by appearance and men expected to appear strong and successful.
Sports Media	Men's sports often receive greater coverage than women's sports.

 

Negative Impact of Media on Gender

1. Gender Stereotyping: Reinforces traditional beliefs about men's and women's roles.
2. Objectification of Women: Women are sometimes presented as objects of beauty rather than individuals with abilities and achievements.
3. Unequal Representation: Women and other gender identities may receive less visibility in leadership and professional roles.
4. Body Image Issues: Unrealistic beauty standards can create insecurity and dissatisfaction.
5. Gender-Based Violence: Some media content may normalise harassment, violence or disrespectful behaviour.
6. Misrepresentation: LGBTQ+ communities may be portrayed inaccurately or through stereotypes.

Role of Media in Promoting Gender Equality

• Provide equal representation to men and women.
• Showcase women in leadership and professional roles.
• Avoid gender stereotypes in advertisements and films.
• Give equal importance to women's sports and achievements.
• Highlight gender discrimination and violence.
• Represent different gender identities with dignity and respect.
• Encourage inclusive and responsible media content.

Media plays a powerful role in shaping society's understanding of gender. It can either strengthen gender stereotypes or challenge them by promoting equality, diversity and inclusion. Responsible media representation is essential for creating a fair and equal society.

Remember: Media does not merely reflect gender roles; it also shapes how society understands masculinity, femininity, gender identity and equality.

POST FEMINISM | WOMEN IN INDIA

Characteristics of Post-Feminism

In early 1980s, the media has begun to classify women in their teens and women in their twenties as “post-feminist generation”. After twenty years, the term post-feminist is still used to refer to young women.

Post-feminism is a highly debated topic since it implies that “post” refers “dead” or “after” feminism. Post feminism celebrates sexuality and fueled by advances in abortion, employment and fertility laws and concentrates on furthering the idea of empowerment, celebration of feminists, freedom of choice and liberation.

Women in visual media

Advertisements in both print and audio-visual media reach all types of people. For advertisements, very attractive women and teenage girls are mostly used to promote the product through their acting skills.

Advertisements in the 1980s have portrayed a woman as a homemaker serving her husband and children at home.

Later in the 1990s, even though they have portrayed perfect and complete man, women are showed as a sex pictogram. The women have been shown as sexy, insensitive and hormone-driven female chauvinists. There have been many new advertisements being launched every month but the concept and idea have been often new when compared with the old ones.

The present concepts in advertisements avoid the stereotyping approach. While they portray an independent woman who is successful in her career, which inspires and motivates the young girls and registers a positive note in their minds to no longer spend time on useless activities.

Advertisements are made in a very attractive manner that they appeal to both men and women regardless of their age. Advertisements are often made to celebrate what is happening in the society. Events like International Women`s Day reach a wider audience by commercials which promote consumer items through the concepts based on liberated career-driven women. Most of the advertisements are based on the present scenario. To create the catchy advertisements, there are many private media companies running day and night all over the globe. They come up with apt concepts which are suitable for the target audience based on the products that they are going to sell. In this way, media helps a lot in keeping people aware of the feministic views.

Post-feminist views in media (Internationally)

The term ‘Post-feminist’ with regards to poetry has been, for the first time, used by Carol Rumens in her anthology titled Making for the Open: The Chatto Books of Post-feminist Poetry. Rumens have clarified the use of the term ‘Post-feminist’ in her introduction to the anthology. As a post-feminist supporter, she has applied the concept in the fields of media sector like print and visual media. It has reached earliest in England, Germany, the United States and other countries. The post-feminist ‘equality portrayals’ of women are visible in cinema, electronic and mass media advertisements and also in literature in the form of avoidance from depicting a young woman as passive, inferior, weaker and subordinate to a man. The impact of ‘the girl poser’ has been recognized, and women are represented as more assertive. Self-assured and confident women are shown as having equal footing with men. Even if some portrayals appear sexist, women are not shown as ‘victims’. The new women proclaim their womanhood in a bold manner.

 

Post-feminism has started in the media field in the year 1982. The feminist critics have explored the concept through media. It has shown those traditional felinities which are not allowable through feminism. These include an unabashed return to men, a spotlight on consumerism, reconsideration of motherhood and attempts at home life. The individualism, domesticity and consumerism are presented through powerful TV shows and films like Bridget Jones Diary. One of the modern novels (which also has its film version) concerned with feminist criticism is Bridget Jones`s Diary by Helen Fielding which portrays society`s views of single women in contemporary societies. The protagonist of the novel is a strong and independent person and her worries are that she does not want to arrive finally living alone without the support of man when she grows older.

Post Feminism and Advertising

the ideology of post-feminism as portrayed by visual media in India: Upon watching the advertisements which are always shown on TV and other forms of visual media seven advertisements which permeated the ideology of post-feminism are selected as examples. They are: Forest Essentials Ayurvedic Cream, Wedding Jewellery by TBZ Garlands, Dabur Vatika Hair Oil, Titan Ranga: “Woman of Today”, Havells’ Coffee Maker, Havells’ Fans and Femina

Avoiding Stereotypes

Avoiding stereotypes is an important feature of advertisements which carry the hallmark of post-feminism. For instance, in the advertisement ‘Wedding Jewellery’ by TBZ Garlands, the model Katrina Kaif talks about the concept of the right time for marriage denying the old school thoughts which condition women to stay at home after marriage. The commercial gives awareness to women and makes them catch hold of the post-feminist concept through its strong female character.

Another advertisement by Home Appliances has ideas as endless as their gadgets. The commercial depicts the Indian customary scene of seeing a bride where the mother of the boy laments that her darling son seeking a wife suffers so much in his bachelor life abroad and has to step out even for a cup of coffee. The defiant girl firmly places her coffee-maker before the startled boy, saying “Take this one and settle down, no travel authorization problem either”, as she wants only to be a wife, not a kitchen appliance. This advertisement stands against the stereotyping concept which has been there for ages that emphasizes women’s space in the kitchen. For breaking the stereotype mindset, this advertisement has earned the glorious Cannes award

.

Femina, the advertisement of the brand, opens the scene when a traditionally dressed girl with all her jewels and an expensive silk saree approaches directly facing the audience. Then the camera starts to pan around the house which she has just entered and it lets us know that there is a marriage function happening there. On her way to a room she casually looks at a middle-aged man’s photograph and closes her eyes suggesting that she is looking for his blessings. Finally she enters a room and there is a middle-aged woman in her bride costume looking at the window sadly. The table turns out when the girl calls the middle-aged woman ‘Ma’, it enable the audience understand that it’s the second marriage of the middle-aged woman, and the person in the picture is her ex-husband. The concept totally breaks all the stereotypes rooted in tradition which makes a woman’s life empty after her husband’s death.

Dabur Vatika hair oil advertisement tells us the tale of a woman who has survived cancer and lost her hair due to medication. Even though she looks tonsured, her family and colleagues are very happy with her real beauty. She gets comfortable with the society, and the advertisement demolishes the stereotypical idea of beauty.

Support for Female Characters

Most of the advertisements are made with female actors. It gives the clue that the post- feministic ideologies play a vital role in the marketing industry. An Ayurveda cream advertisement titled “Warrior Princess” directed by Carole Dennis tells us the story of the transformation of a warrior maiden sent to battle. Cream is rubbed on her forehead before she mounts a horse, sheathes a small sword and rides off with a small group. It shows female courage and enthusiasm to the audience.

Individualism

The main goal of post-feminism is a woman’s individualism. Mc Robbie introduces a new `female individualism’ which dismisses the ‘old’ feminism. Feminism itself is seen to belong to the past which characterizes the post-feminist woman of popular culture in individualism, sophistication and choice. The advertisement ‘Woman of Today’ featuring the Bollywood actresses Nimarat Kaur, made by the company Titan to sell their wrist watches, tells the audience that a woman has every right to make the choices of her own. It also has the tagline `Her Life Her Choices’.

Womens’ Identity

Mostly, the female actors from the film industry are used in the advertisements to showcase the women’s identity in the society, since the target audience of these commercials is women. It portrays every individual woman from different fields of the workplace, for example, IT professionals, students, home makers and so on. An advertisement for ceiling fans from Havells had been launched in the year 2013.The concept of the ad was to avoid patriarchy, and it also shares a socially relevant view on changing one’s name after marriage. In the commercial, a couple goes to an office for registration. At that time the husband decides to take his wife`s last name after their marriage, and it shows the female registrar surprised and satisfied. The couple from the ad has given a simple and yet never noticed lesson to the society. The Indian advertisements of the recent times give a lot of importance to womens identity when compared with the old ones.

Impact of Advertisement on Society

Advertisement is a medium of communication to send product related messages to customers along with various features of the products advertised. Each advertisement sells a product with a concept and a trending topic. At present advertisement companies have become a critical component for the overall advertising market.

Social networking sites like Facebook and Twitter are also becoming a powerful platform for advertisements to reach a wider audience. Through media, the message about the product can be heard within minutes. While the viewer’s watch the advertisement, the message gets into their minds and its impact reflects on the society.

In the 21st century, media has reached a cutting edge development in terms of technology and reaches all over the world . visual media is very effective and memorable owing to the use of characters and concepts which can occupy the minds of the audience for a very long time. While the viewers watch the advertisements, the particular products will get fixed in their minds. This is the method how the products and the concept are gain the viewers’ belief and trust.

Thus we see that post feminism ideology is available in Indian advertisements, and they tend to change people’s mindset with every new advertisement launch in the popular visual media.

Ref: https://www.globalmediajournal.com/open-access/ideology-of-postfeminism-portrayal-through-visual-advertisements-in-india.php?aid=82612

 

ROLE OF WOMEN IN INDIAN POLITICS

The participation of women in politics is not a new phenomenon. In the Vedic period, women had the right to become members of Sabha and Samiti. However, their position declined during the post Vedic period and they were confined to the home. Over the years, women have faced many inequalities and have been regarded inferior to men.

The Indian Freedom Struggle has seen many women revolutionaries play an important role. Thus, the freedom movement led many women into the political arena.

Women today participate in local and state administration. India has had a woman Prime Minister, a women President, and women are involved in national politics.

Problems faced by women

Educational preference given to men over women

Lack of education is one of the drawbacks of why women do not get an opportunity to be in the 

forefront. Moreover, they are oppressed and discriminated against. There is still a struggle to assert themselves in a patriarchal society.

Women paid lower wages

Discriminated in land and property rights

Face violence inside as well as outside the home

Negative social and legal environment leads to lack of confidence and inability to work in public sphere.

The declining sex ration in India depicts the low gender equality status.

Increasing violence and crimes against women keeps them in a marginalized situation in employment, education and health sectors.

Women need to participate in politics because:

The larger the number of women in public office, the greater the opportunity to put forward their demands and gender biases can be reduced.

There will be Gender Responsive Governance. Gender Responsive Governance is defined as ‘a process that embodies measures, attitudes and practices of different stakeholders, both men and women, at different levels of governance with a clear purpose to impact issues that foster women’s empowerment and promote gender equality and social justice. It is a process that promotes and sustains the ability of women to fully participate in the governance and development process, enhances their ability to raise critical questions about inequity and collectivize without fear and pressure, and ensures gains from services’.

Women can learn from the examples and explore the strategies that women employ to access the public sphere in the context of socio-political system. Women can learn from the women who have been successful in subverting the boundaries of gender and in operation in a very aggressive male dominated sphere.

If women actively participate in a democracy, there will be equality and participation of all its citizens. Also, by participating in politics, women are more aware of their rights and can improve their life and that of their families.

The Constitution of India provide equality for all and tries to remove gender inequalities by banning discrimination based on gender, etc.

Indian political parties have created women’s wings. E.g. BJP Mahila Morcha, All India Mahila Congress and National Federation of Indian Women.

Various reform movements throughout our history of independence have struggled for reservation of seats for women in panchayats and other public bodies.

Educated women who participated in the freedom struggle are – Sarojini Naidu, Vijay Lakshmi Pandit, Rajkumari Amrit Kaur, Aruna Asaf Ali – and they motivated other women to enter politics.

Indira Gandhi made a great impact on Indian Democracy. As the first woman Prime Minster she rose to be one of the most powerful women in the world.

Mamta Banerjee – from West Bengal with the popular support of the masses rose to be a powerful political leader.

First woman President Pratibha Patil was elected only after 50 years of independence.

Sonia Gandhi has led the Congress Party for a number of years.

Sushma Swaraj – Delhi’s first woman Chief Minister (1998) and Union Minister for External Affairs (2014).

However the majority of women in the Indian Parliament are from the elite class.

Measures to overcome the challenges and increase the participation of women in politics

Eliminate discrimination – All barriers discriminating against participation of women should be removed.

Promote gender equality – Ensure that women participate in the leadership of political parties on equal basis with men.

Encourage them to vote and participate in public and political association – women have equal voting rights, however, do not vote in all elections. Women must be encouraged to exercise their vote and participate in associations and organizations concerned with the political life of the country.

Women should participate in all internal policy making structure – government must encourage women’s participation in policy making.

Change traditional mindset – and encourage women to participate in politics and business.

Media coverage – Equitable media coverage for female candidates in office will enable the people to accept female candidates and break stereotypes.

Advocacy Campaigning – support from women’s organizations and civil society, arranging development programs for women and providing financial support for female candidates, and punishment for those who violate gender equality.

Conclusion

India still suffers from inequalities. Political participation of women will help address many complex issues in today’s world, particularly political issues, as women comprise more that half the population of the world.

IMPORTANCE OF COMMUNICATION IN MEDIA

 As students of media, it is important for us to understand the importance of communication in media.  

We use communication for all our activities and the media enables us to communicate with larger audiences across the globe. It is therefore essential to understand how media messages influence audiences and can even change mindsets of the receivers of the communicated message or information. 

Media messages convey important influences - Mass media and other forms of communication technology have an enormous influence in helping to shape public opinion and underlying sentiment.  

Newspapers, TV, radio, billboards and social media, are important sources of basic information about other people and other places and this helps understanding if presented in a fair, even-handed and non-inflammatory way. 

The media is an important accountability mechanism: it raises important issues. For e.g., corruption, that might otherwise never be publicly debated or addressed is now exposed due to the media.  

The media has an important role in stimulating governments to take action on social policy: although stories about migrants or refugees might reinforce prejudice, they also expose problems that need to be addressed, for example poor living conditions or lack of access to services, the response of local communities to their settlement and so on. 

But the media can also, in some cases, become an instrument for the dissemination (spread) of false and inflammatory messages and values that do not promote respect or well-tempered dialogue and discussion. Negative messages can divide communities and can help perpetuate the stereotypes that nurture violence. 

Media portrayals can sometimes serve to exacerbate (promote) the narrative of oppositional forces and irreconcilable, value-based differences.  

The media often prefers to dwell on conflict, since conflict and drama sell (newspapers / magazines / social media) and attract an audience. This means that the more extreme points of view get airtime rather than the feelings of the majority of citizens that may have more accommodating and balanced perspectives. 

Even when the media are truly independent, there can be a tendency by some (though not all) of the media to oversimplify the complexity of current problems and reduce the news to catch phrases and sound bytes – on the assumption that people want drama and entertainment rather than informed analysis. An emphasis on the constructive role of the media has to go with a realistic recognition of the problems that the media have reason to guard against. 

New media serve to shape outlooks more directly - The internet has radically changed the way in which people communicate and connect with each other. As a means of social interaction, the web brings people together – friends, family, young people, or complete strangers that share interests or objectives – and this can foster a sense of belonging and identity.  

The web, however, has also been used to target people, mainly young users, to radicalize them into specific belief systems and divisive ways of seeing the world. 

Some constructive means of linking like-minded peaceful groups across dispersed regions already exists – including those such as ‘Youth for a Sustainable Future’, an email discussion group founded by young people to discuss issues affecting them and the region. 

Sometimes the internet has been used for fomenting (promotion of) group violence. Taking the rough with the smooth, an awareness of this problem is important, while building on the constructive role of the media and public dialogue. 

The media can have innovative roles in breaking down conflict and can spread awareness and understanding among the masses. 

 

Media initiatives have been successful at increasing the inclusion of previously marginalized groups by providing them with a means of expressing their views. Positive results have also resulted from the creation of channels through which older disputes can be broken down and re-imagined in ways that highlight common interests that transcend warring boundaries. 

An international example: In the occupied Palestinian territory, an on-going Palestinian initiative aims to promote gender equity through media capacity-building and outreach. The programme created networks of local media professionals (male and female) in the different communities, trained them to produce, print and broadcast programmes on women’s lives and issues, and fostered relationships, collaboration and information-sharing between women leaders and media professionals. Training was provided to women leaders in media presentation skills, and to public information officers in media advocacy campaigns. As a result, several long-term relationships were established between women’s organizations and television and radio stations, enabling women to continue sharing information and informing broadcasts. (This initiative for the Promotion of Global Dialogue and Democracy (MIFTAH) is supported by UNIFEM). 

A local example, the Narendra Modi political campaigns are an ideal example of the use of media and public relations to promote political agenda as well as reach out to audiences. 

The world of journalism provides opportunities to promote understanding in conflict situations.  

Media responsibility is the ethical correlative of media freedom.