The century-long movement of women’s rights and empowerment achieved another level after the rise of a new media in the eve of globalization. The portrayal of women in media has changed over time and has had both positive and negative impact on the image and position of women. Some mediums such as documentaries, radio, political and social content on TV, print news, digital platforms, etc. have played an essential role in shaping public discourse on gender through dissemination of information, positive stories of women empowerment, reporting on achievements and progress of women in society.
Ad content and portrayal of women in cinema are also changing by giving women lead roles, positive depiction of women, and breaking gender stereotypes. Positive stereotypes help women to become assertive, independent, and tackle gender abuse and discrimination. More brands and production houses utilize successful, career-oriented women roles, and they are mostly shown as strong and independent persons, instead of being vilified.
However, there is still a long way to go. Negative stereotypes of women in media such as submissive, timid, and ultra-modern portrayal of woman influence how women are perceived by society. It prevents women’s abilities by limiting their choices and opportunities, which directly and indirectly cause an increase in gender and sexual violence.
Women and mass media
Coverage on women related issues in media seem to be centered around sensationalism. Feature movies and television soap operas, still portray women in stereotypical roles either as ‘eye candies’ or as inferior, subordinate, and a submissive gender. Women are also seen mostly in decorative roles or as domestic caregivers of family, reinforcing the gender stereotypes in the family system. Sexual objectification and commodification of women are prevalent in movies and advertisements. Advertisements depict their version of an ideal women – slim, fair complexioned, glamorous, which plants insecurities among adolescents and young women. Advertisements, especially for home, kitchen, jewelry, sanitation, and hygiene products, mirror the gendered view of society. Those ads depict women mostly as home-makers, concerned only with maintaining their houses, beauty, and taking care of their families. It is justified by the producers as the demand of the masses.
Many gender studies scholars have highlighted the sexist nature of advertisements. Though there have been some changes in the way corporates and product companies depict women, the tendency has always been towards reinforcing traditional regressive gender roles. The fashion and cosmetics industry also plays a negative role in the gender discrimination of women. Objectification of women’s bodies is subtly promoted by beauty pageants and the fashion industry that curtails diversity in beauty. Women are treated as trophies, celebrated for how they look, instead of intelligence, skill, character, and their contribution. There have been many women’s rights movements in the US and around the world against beauty pageants and the stereotypes they reinforce. But, gender stereotypes continue to exist even there.
News about women also revolve around only specific issues. According to a survey by ‘Media Cloud,’ rape receives maximum media coverage. Other social issues related to women are largely ignored. The media does not offer any serious analysis of economic conditions and inter-relationships of social issues. Rape, dowry deaths, and other serious violence against women are framed as criminal occurrences rather than the outcomes of institutionalized inequality.
Even here, the coverage given depends on the socio-economic status of the individual. The coverage given by the media is more if the case is high-profile or if it involves statements from politicians about a case belonging to an oppressed community. Even there, selective highlighting of issues to suit a certain narrative comes into play.
Nevertheless, these depictions influence how women are perceived and treated in society. These electronic media, including news channels, can play a crucial role in the reconstruction of women’s image, shaping gender norms, socio-cultural values, and perceptions.
Women and social media
The advent of the internet and social media platforms such as Facebook, Instagram, Snapchat, Twitter, etc. has broadened the social space for women to raise their issues, reach out, network and collaborate for their common causes. Women blogging, NGO websites, and women platforms have advanced the empowerment of women through technology. There is also a gender digital divide creating unequal spaces in digital media. Some of the reasons for this gender gap are lack of textual literacy, the wage gap, lack of context in local languages, gender division of labor causing time constraints for women, etc. According to Women’s Rights Online Network, women are 50% less likely to access the internet than men. At the same time, the same platforms reinforce gendered online behaviors and sex-role stereotypes.
Women receive rape, death threats, and gendered abuses for expressing their opinions online. UN’s Broadband Commission for Digital Development notes that 73% of women have already experienced cyber violence Social media also tend to create negative body image and low self-esteem by emphasizing obsessive celebrity culture, physical perfection, and beauty. In India, the UN Women survey reports that , 28% of women who faced online abuse reduced their online presence and stopped posting on specific issues.
These gendered online abuses effectively silence women’s voices and discourses around women’s issues. Cyber-crime against women is also on the rise. Stalking women online, sending unsolicited and persistent messages through different social media, developing pornographic content, and morphed photos to target women are just a few ways women are harassed on social media.
What is more, women do not know where to report such issues and how to deal with them. Women subjected to such cyber crimes and problems are vulnerable to mental health issues such as emotional stress, depression, and hypertension, further affecting their lives. Trolling on social media of women who defy sexism and gender bias is another dangerous trend that has to be taken note of. Trolls are abusers who push defamatory, personally abusive content targeting individuals. Women, especially those who voice non-mainstream and anti-modernization views, are trolled exceptionally on social platforms. Regular phishing, the attempt to gain sensitive information such as a username and password and intent to obtain personal information, becomes a major threat for women in the digital world. Despite laws and regulations, practical actions against perpetrators are not taken. As per the NCRB data, around 15000 cybercrime incidents were registered in 2018. The investigation is pending for the same amount of crimes that were reported in the previous year.
Sensitize men and not sensationalize women
The question is not just about breaking stereotypes but also of creating a secure, inclusive, and gender unbiased media. Content that we put should balance the gender roles and also respect the diversity of 50% of the world’s population. Things will not change just by having more women occupy managerial roles in the newsroom and higher positions in the field of print journalism, television, web channels, and publications. Things will not change through an equal pay scale for female media workers and development programs to increase their skills and leadership abilities. It is important that the state to come out with interventions to protect women through strict laws and effectively meting out justice to women facing harassment.
But it is important that we as citizens take a few steps in making this world a better place for women. While it is not possible for men to effectively cover gender issues; on the other hand, he must be made aware of women’s needs and perspectives. Sensitization of men on gender issues is a must. Atleast to those who have the privilege and who are in a position to understand.
