24 Women’s Portrayal and Role in Media

Sayani Das

epgp books

 

 

 

 

 

 

1.1.2 INTRODUCTION: Portrayal of Women in Mass Media

 

Mass Media (Radio, Cinema, TV, Print, Electronic, Social, Digital,..) is ‘Pratibimba’ – reflection or image of Indian womanhood from different generations (C. M. Agrawal, 2005). Indian women do differ in very many aspects within themselves in India and among others in abroad-East or West. In general they are similar to the extent to perform multifarious gender-based roles and duties in family and society. They customarily play the roles of the mother, wife, sister, daughter, and of a ‘girl’ or ‘woman’ in her lifetime. Since time immemorial, she is like a governess in performing duties, she is like a maid-servant in service, she is like a mother in feeding, she is like an ever beautiful fairy as a life partner, she is like a true companion in religious rites, she is like silence of the earth in forbearing all exploitations…

 

In the words of Rabindranath Tagore (1892), Indian women in their history may have not been alwaysfeminine Rambha, but masculine Chitrangada. In the famous epic dance drama based on Mahabharata, the Princess of ManipuraChitrangada says to Arjuna “I am neither Goddess to be worshipped, nor yet the objectof common pity to be brushed aside, like a moth with indifference. If you desire to keep me by your side in the path of danger and daring, if you allow me to share the great duties of your life, then you know my true self.”

 

Variations in the status of women in India are found intime to time with reference to the cultural milieu, family structure and social structure-caste, class, property rights, socio-economic-politico-religious institutions, etc. Her gradual participation in various walks of life has influenced the progressive evolution of values and attitudes towards ‘women’ by society and its members. Pandit Jawaharlal Nehru rightly observed that “In order to awaken the people, it is the woman who has to be awakened. Once she is on move, the family moves, the village moves, the nation moves.”

 

Mass media depicts both of these binary opposite portrayals of women in India, however with more inclination towards traditional gender stereotypes.Women in Indian society are in general victims of patriarchy and male domination, whereby women are obliged to play subservient roles. Mass media does not only reflect the conservative values of our society, but it also influences and protects societal attitudes and public opinions. It controls communications and contents to justify totalitarian or democratic social values and practices existing or changing in our society (N. K. Verma, 2006). Mass media can be agents or gender discriminatory socialization process, as well as agents of progressive social learning depending on community/society, culture, religion, economy and polity. In some society mass communication on crime, brutality, sex and sadism are restricted or being telecast as a part of capitalist (money-making) entertainment industry. While in some societies mass communication brings new opportunities, experiences, ideas and perspectives to view the world and society and people in a new angle.

 

1.1.3 LEARNING OUTCOME / OBJECTIVE:

 

1.      Critical assessment of women’s portrayal in media

2.      Understand the changing trends of women’s role in media

3.      Identify relationship between women’s movement and alternative media

 

1.1.4 TOPIC 1: Women and Media Relations

 

Mass communication is extremely important for women’s development and empowerment, which is the significant responsibility of the mass media. Growth of media is also related to the growth of women’s education and their entry into employment. Today print, electronic and social media play vital roles in effectively conveying message that needs to be conveyed publicly and privately on the issues like controlling population growth, spread of literacy, income generation and savings, improving quality of life through health, nutrition and sanitation – in all women play crucial roles at home and community. Portrayal of women by Indian media is by and large symbolically negative and tokenistic positive. In general, media does not address serious issues about exploitation and unequal treatment to women in different spheres but is keen in reporting sex related incidents by way of sensationalizing news and images of atrocities on women.Thus instead of highlighting the exploitation of woman they end up becoming one of the reasons in increase of violence as their coverage more often than not tend to glorify the crime against women,rather than protection of women by creating a safer home, family, neighbourhood, community and society. Although the images of women vs. men as reflected by the different mass media in the country are not very different but quiet similar in feeding and reinforcinggender-based stereotypes. The mass media are therefore morally and legally bound to avoid sensationalisation of news of any sort, especially related to women. (Justice G.N. Ray).

 

1.1.4.1: Women’s Relations with Print Media (Newspapers and Magazines)

 

It is true though that media has brought changes in society but in a very subtle manner by throwing light on and publishing certain gender insensitivemisbehaviours and delinquency against women as never before. But mass media more often perpetuate the gender stereotyped images of woman as a householder and an inseperablepartner to the traditional India value system. Usually, women’s issues and problems are neglected on the front page of a newspaper unless it is a gruesome murder (e.g. Arushi-case) or a case of rape (e.g. Nirbahaya-case), which media even fail to handle sensitively by irresponsible and sensational reporting and characterassassination of the woman victim. In fact, on pages in the newspaper dedicated for women do not usually address relevant topics on women’s development or empowerment, but contains elaborated reporting on beauty tips, cooking recipes, fashion statements, advertisement of products and services to beautify women. It is unfortunate that there is lack of sensitivity among the newspapers against ostracization towards women of multiple dimensions ofsocio-cultural-economic-politico-religious problems. Media should focus on these issues proactively and positively to help the society and people to handle the issue with greater sensitivity and empathy. Limited coverage on women’s problems, needs and interests also derive lack of attention from policymakers to address critical issues like – adverse sex ratio; infant and maternal mortality; violence against women;health and disease; effects of poverty, unemployment and hunger on women and their families. On the contrary, newspapers arefilled-in by pictures and interviews of cinema actresses, models, video jockeys (VJs/DJs), the rich women and their hobbies. Many of the women’s magazines create ‘visibilising women’ (Kirit K. Shah & Radhika Seshan, 2005) through ‘bodies and sexuality’ – by only fashion, glamour, beauty aids, weight reduction, cookery and sharpening tools for ‘feminine instincts’ and ‘attractiveness’ to keep men and in-laws happy. Comparatively, there arelimited coverages and articles on career opportunities, health awareness, entrepreneurship, legal aid, counselling services, childcare services and financial management for women. Case studies show that newspapers give no importance to development issues of women andonly publish 5% and 8% respectivelyof women related issues on the main page and remaining are placed inside (as quoted by Justice G, N. Ray). However, a large proportion of the research findings publishedin major newspapers are sensationally packaged to draw attention of the readers and converting more sales of its issues without judging the relevance and authenticity of the published facts. Therefore, in the public interest print media should owe responsibility for full disclosureof the information on research and facts being published for the readers to take it seriously and act upon it.

 

1.1.4.2: Women’s Relations with Electronic Media (Radio, Television, Advertisements and Films)

 

In the radio transmissions, television serials, advertisementsand movies women are invariably and always the central characters. Women are largely portrayed as the pleasure of sexuality and sensuality; confirming gender-base roles and division of labour at home and society; or as innocent victims/violatorsof social attitudes and mindsets towards gender discrimination. Whereas, men characters are portrayed with confidence, power and authority; taking leadership and making decisions; or caught in unfavourable circumstancescreated by one of the women in his life. Film and Television culture repeatedly portray men in need of sexual satisfaction on the screen and in reality; for which men are even prepared to oppress women in different ways including eve-teasing, physical assault, rape, pushing them into the sex trade, even abandoning them, etc. Women are not only portrayed for feminine beauty and artistic portrayal; but more often for infusing sex appeal andentering into the arena of ‘obscenity,’ (Charu Gupta, 2001)which is in so much increase in Indian electronic media.Television and films distortrealities, glorify wrong-doings on women and inculcate the culture of wrong-doing by common men across different sections of society – whether it is due to age, caste, class, ethnicity, religion, etc. Very often radio and television channels transmit and telecast talk shows on women related subjects driven by popular market forces – like girls’attraction towards bad boys, women’s preference for men with cars and money, women’s genetic liking for beauty and shopping, and so on. There are very few talk shows on the complex issues relating to women’s equality, development and empowerment. What it means is that women are now included as new research subjects, unfortunately mostly in less significant and petty areas, ignoring their potentiality to usher new possibilities for a social change and women’s upliftment.

 

This distance between women and media deprives women’s individual right to information and knowledge. The distance also keeps women groping in the dark on the blatant misuse and distortion of the truth–‘gender equality and equity’. Issues pertaining to development and empowerment of women are rarely given time and space, clarified and emphasized adequately in electronic media. Without effective and informative communication regarding services and benefits available through legislation, government schemes, banks and voluntary organizations; women can hardly take advantages of those for their own development and empowerment. Thus, the electronic media has greater roles and obligations in this regard. Electronic media should project the working woman in the unorganized sector as worker and not merely as performing the duties of a wife/daughter. Women being significant earners in Indian economy, they must be projected as producers and not merely consumers. The media should make deliberate attempts to not only project the problems of women in poverty, but should monitor in such a way that conflicting role models are not depicted, nor derogatory references to their work are made. To improve content and coverage, coordinated efforts for increased interaction between NGO’s, social activists, women’s social action group, research organizations, institutes of mass communication, and the media personnel and women journalists should be brought together (Justice G, N. Ray).Unless there is any social movement in the electronic media on the changing social perception of women, it will be difficult to restrain obscenity and thereby confirming women’s lower status in society

 

However, few efforts have been taken intermittently and not consistently to break the gender-stereotypes of ‘female-bodies and male-gaze’ in Indian masala-movies to raise women’s social status and social mobility in India. Feminist Directors like Raj Kapoor (Awara), Satyajit Ray (Aparajito, Devi), Rituparno Ghosh (Dahan), Aparna Sen (Paroma), Sai Paranjpe (Katha,ChashmeBaddoor), Deepa Mehta’s (Fire), Mahesh Bhatt (Tamanna), RajkumarSantoshi (Damini), Ketan Mehta (Mirch Masala), Sashi Deshpande (Zebeida), Mahesh Manjrekar (Astitva), PremaKaranth (Phaniyamma, Bandh Jharokhe), Jag Mundhra (Provoked), Jeethu Joseph (Drishyam), GauriShinde (English Vinglish) (Jasbir Jain &Sudha Rai, 2002). Similarly few advertisements more recently have attracted our attention like Hero Honda (Why Should Boys have all the Fun?– Breaking Stereotypes), Bharti Airtel (The Boss– Work-life Balance), TVS Scooty (Scooty Tips – Women’s Safety), Fair&Lovely (Equal-Equal – Gender Equality), Lloyd (Unisex Washing Machine – Equality in Household Work), and so on.

 

1.1.4.3: Women’s Relations with Socialand Alternative Media(Puppet Show, Folk Art, Street Play, Theatre) Alternative media (puppet show, folk art, street play, theatre, awareness camp, etc.)is being used since generations as the tools for voice and empowerment of women and other marginalised and deprived sections of society. The success of ‘KhabarLahariya’ – a group of eight women belonging to backward class driving change in conservative Bundelkhand region under the support and funding ofNGO to encourage women to fight for their own rights. Such kind of popular initiatives are more required at grassroots level so as to empower every woman in our country.

 

However, modern innovation in information and communication technology (ICT) has changed our world with social network sites – You Tube, Facebook, Twitter, Instagram, LinkedIn, Blogs, Skype, WhatsApp, Face Time, LINE, etc. – are all instant connectors to our family, friends, acquaintances, or even unknown persons. Modern and younger generations find connections with similar minded individual/group, relationships and happiness in virtual world with the feeling of fulfilled satisfaction of being taken care or being heard or being ‘liked’ 24/7 in a lonely real-time life. Social networks live virtual life in reality. ‘Selfie’ and narcissim, emotional exploitation and sexual abuse are the critical failures of social media. However, social media is powerful in supporting the social cause and movement, without the fear of being identified and victimised for supporting and fighting for rights and justice (for example, Rice Bucket Challenge, 2014; Sexual Harassment in the Indigo Flight, 2015; etc.).

 

1.1.5 TOPIC 2: Indecent Representation of Women (Prohibition) Act, 1986

 

This portrayal and labelling of women in mass media has led the National Commission for Women (NCW) to recommend amendment in the Indecent Representation of Women (Prohibition Act), 1986. The NCW includes new technologies like SMS, MMS, electronic media, social media, posters, TV serials, advertisements, films, audio-video records, etc., in order to stop perpetuating stereotypes of women in public space. According to NCW, “women are either being portrayed as Sita (Goddess in Ramayana) or as Kaikayee (Villain in Ramayana) and there seems to be nothing in between the two extreme characters being shown in mass media. Divorces, adultery are highlighted frequently, where characters break the law without repercussion.” NCW stresses that the negative images or just portraying reality is not enough; infact, it can often be harmfulapathy and passivity to society, women and children. This should be avoided and replaced by depicting the positive images or success stories of women in all walks of life and public and private spheres. It is more purposeful and essential to publish and produce programmes that talk about income generating schemes for women, other than widely propagated typical ventures of “womanly jobs” -papad-making, sewing, embroidery, pickles making, etc. Non-traditional and innovative skills should be stressed in the mass media transmission and telecast to break the social myth that women are suited to certain kinds of jobs or gender-specific roles and division of labour only.

 

Positive portrayal of women in media is a step towards enhancement of women’s empowerment and facilitate drastic reduction in cultural biases as well as gender biases in society, community and family. Joshi Committee recommends: 1.) The women’s issue one of the utmost significance to the country as a whole and there is need for a widespread understanding that the nation cannot progress, as long as women are left behind as the lesser half of society. Therefore, the improvement of women’s conditions, status and image must be defined to be a major objective for media channels. 2.) The Government must at the earliest formulate clear guidelines regarding the positive portrayal of women on television. This portrayal must take note of women in all facts of their lives: as workers and significant contributions to family survival and the national economy: it must further endeavour to integrate women on terms of equality in all sectors of national life and the development process. These guidelines must emphasis that the “women’s dimension” must from an integral part of all programmes and not be merely confined to Women’s Programmes, nor to isolated attempts to discuss women’s issues. 3.) The number of commercial formula films screened must be drastically reduced, the cheap song-and-dance sequence to be eliminated and the content of such programmes carefully scrutinized in terms of their portrayal of women. 4.) Women must not be portrayed in stereotyped images that emphasis passive, submissive qualities and encourage them to play a subordinate secondary role in the family and society. Both men and women should be portrayed in ways that encourage mutual respect and a spirit of give and take between the sexes. 5.) The foreign exchange resource should be spent on importing worthwhile educative programmes, particularly those that show the roles, lives and struggles of women in neighbouring and other Third World countries so that a greater understanding and a shared perspective on problems is built. 6.) It is necessary to ensure that a large number of rural women gain access to information. Therefore, in the placement of community Radio and TV sets preference should be given to the meeting place of Mandals; MahilaMandals should also be involved in the community viewing arrangement.”

 

1.1.6 TOPIC 3: Roles and Challenges of Women Journalists

 

A policy for equal participation of women both in the public and private sectors of the media is a neccessity to ensure women’s adequate and effective representation, for ‘gendering’ of mass media and prohibiting indecent portrayal of women. With the growing field of Mass Media, Visual Communication and Journalism, a significant number of women journalists are becoming successful due to their gender-sensitivity and analysing skills to report and conduct programmes disseminating various issues and problems of women and children. However, women in media face greater risks both in the urban and rural areas, because of more or less rigid social outlook and greater resistance to social change and new trends. As a result, media women have to work without support from family and society in isolation at the ground levels. There are higher number of cases of sexual assault and harassment on media women at work. Media profession also demands odd hours of work making the women vulnerable to male chauvinism and family alienation. There is rapid proliferation and expansion of the electronic and social media through satellite channels and information and communication technological advances, popularity of the FM on the radio, notwithstanding growth of the print media – now there is greater scope for absorption of both men and women (young and old) as journalists in the industry. Hence, the society must prepare itself to make arrangements of adequate security to the vulnerable section of women in the media so as to promote their participation at all levels.

 

1.1.7CONCLUSION

 

According to the Media Advocacy Group’s Report on “Violence against Women: Media Coverage and Representation (2005);” the media needs to take an extremely factual/empirical, extended/broader, sensitive and protective views and measures of violence against women. The study also stated that the only regulation that governs a sensitive reporting on this issue is that the rape victim’s name should not be disclosed. Barring this, the study found that everything else is graphically reported. Often the victim’s family name and address is cited, making a mockery in the letter and spirit of the regulation. Though much of this violation and malpractice are committed by a small group of publications, others are spurred on to imitate and keep pace with the sensational trend. Therefore, the media should take a serious look on the issue and do self-regulation and self-monitoring with extreme care and caution. The Press Council of India in consultation with the United Nations Development Programme (UNDP) have drawn guidelines on the subject and appealed to media to follow them meticulously while reporting atrocities on women and children.

 

Media is powerful influence on democratic society and it has the potential to make a far greater contribution to the advancement of women. Media should act responsibly and self-regulatory to eliminate misleading and improper gender based programming, focussing attention on women-related issues and their ethical and respectful portrayal in family and society.

 

1.1.8 SUMMARY:

  1. Women have long relationship with media as a negative symbol of ‘female bodies and sexuality’.
  2. Positive images of women as equal to men are rarely depicted in the mass media.
  3. Indecent Representation of Women (Prohibition) Act of1986legal actions against gender-stereotyped portrayal of women in all forms of media (print, electronic, social, digital and alternative media) as it is harmful to the progress of society
  4. Media is a powerful agent of social change and therefore it needs to be ethically and socially responsible.
  5. Women in media are the role-models to gender sensitize the media industry, society, community and family.
  6. Challenges of women in media in terms of gender–based violence and sexual harassment need to be eliminated with all means of protective social measures and gender-friendly media policies.
you can view video on Women’s Portrayal and Role in Media

Web links (Link of Wikipedia/Other Websites, e-journal articles/papers, Blogs, etc)

 

  • http://www.feminism-boell.org/en/2016/04/08/women-and-mass-media
  • http://unesdoc.unesco.org/images/0003/000370/037077eo.pdf
  • https://www.tandfonline.com/doi/full/10.1080/14680770701477891?src=recsys
  • https://www1.udel.edu/comm245/readings/GenderedMedia.pdf
  • https://www.researchgate.net/publication/284431132_PORTRAYAL_OF_WOMEN_IN_MEDI A
  • https://www.shs-conferences.org/articles/shsconf/pdf/2017/01/shsconf_icome2017_00063.pdf
  • https://pdfs.semanticscholar.org/d867/1715739157296f0de6f873e0fec710c6bd75.pdf

References:

 

  1. Pandey,M. The subject is women, New Delhi: Sanchar Publishing House. 1990
  2. KevalJ.kumar, Mass Communication in Media, Jaico, Bombay, 1998 pp.140-143.
  3. Jha, R. Women in Print media: Initiating new perspectives, New Delhi, Northern book center. 1992
  4. Desai and Patel, Indian women: change and challenge in the International decade, 1975-1985, Bombay, Popular prakashan. 1990
  5. Geetha Sivasubramanian (2001) : Women And Media : Television And Advertisements. Jeyaraj Nirmala; Women And Society, Lady Doak College, Madurai, Tamil Nadu, India.
  6. Johnson, Kirk (2001); Media And Social Change: The Modernizing Influences of Television In Rural India. Media, Culture And Society, 2001.Sage Publication (London, Thousand Oaks and New Delhi), Vol 23:147-169.