Discursively: Social Media’s role in Gender Inequality

Ms. Kirti Prakash Sangole

Research Student
Dr. Babasaheb Ambedkar,
Marathwada University,
Aurangabad.
sangole.k@gmail.com
8793487424

Abstract:

Indian constitution has provided in the Article 15 regarding the discrimination against the
caste, religion, race, sex and place of birth. The gender inequality even though is not
considered as to be active but actually the gender discrimination is taken place in the country
and also all over the world. The media is the active part of the communication which
provides the knowledge and entertainment at the same time. This knowledge and
entertainment has a main purpose to bring the individuals under a single roof and make them
as one. This media has generated many wide concepts with development of the education and
passing of time duration. The expanded area of media comes under the term for promotional
value also. This promotion in the media had the purpose of generating and developing the
status of the country. But, knowingly or unknowingly the media is seen to be actively
participating in the role of creating gender inequality through the product promotion. The
gender inequality can be also found in the media areas such as films, advertisement, products
etc.. The media on the other part is trying extremely for creating the gender equality among
the country by generating much knowledge and taking into consideration the constitution and
help of political agendas.

Key Words: Article 15, Mass media, Social Media, Gender Inequality.
 Discursively: Social Media’s role in Gender Inequality

Ms. Kirti Prakash Sangole

Research Student
Dr. Babasaheb Ambedkar,
Marathwada University,
Aurangabad.
sangole.k@gmail.com
8793487424

Development of the Gender Inequality:

Media is one form of medium which is widely used as a method of communication.

This communication takes place through different forms for the main purpose of knowledge,
development and promotional concept. Media is now a day has grown with a great idea of
developing the society and bringing the entire world under a single roof. We widely have
distributed the concept of media as news, music, publicity, education, which can be obtained
through newspaper, television, radio magazine etc. This media has expanded its area of
joining the people within a small span of years and brought the large and novel concept in
front of us. When reached within a group of large number of people is called as ‘mass media’
which has become the strongest source for providing knowledge widely and acquainting the
society in all parts of the globe. This media also expanded its form as ‘Print media’ for the
publication. With due course of time the print media has created new faces and manners of
creating knowledge and also providing entertainment. The print media has become much
popular in all the age groups from the younger generation to the older people. It does not
count as to which gender is reading the particular printed material. Rather, it has turned on to
the great source of education without turning on and looking forward at any discrimination.
The broadcast media which early was mainly in the form of radio and later on taking its
popularity on television has occurred a greater name since the middle of 20 th century. This
media of broadcast is a ‘boon’ for majority of classes especially the uneducated and not
capable of using the print media. The broadcast media is mostly used for news, while the
experts predicted the within the coming of nearby years this media will be easily taken over
by the ‘online sources’. The prediction which turned on to be true with the emergence of the
internet services. The broad cast media also did not discriminated as to who is the audience in
case of gender sensitivity.

The emergence of internet with creation and development of sites, blogs generated a
new term as ‘social media’. Around in 1995, only 1% of the population could be found to be
online, as compared today where we find that this case study can be reversed now. The social
media now a day has become the most popular and easily available source of entertainment.
Be it facebook, twitter, instagram, chatbox or any other site which included the purchasing
site for that matter. The social media has created a large web around the world with a very
short span. People use this social media for sharing their thoughts, ideas, photos, updates,
news, services, and products. It is not done with such simplicity rather a much larger group is
involved in engaging the user with this social media. This social media has expanded and
gained popularity as it connected people worldwide. The reason for such a massive popularity
of the social network and success of media is- “Social networking has given netizens a better
channel to connect”.

‘Stastical Analysis of People using social media’

The media has created great information and transforming power for the society. The
media is also envisioning regarding creating knowledge among the people of gender equality.
But, to a surprise the media itself is turning on to present inequality among the gender. The
study of the gender inequality is quite difficult when media is taken. As media being a wider
zone of study the gender inequality cannot be easily analysed with the actual correct static
data but, some studies and observation with regards to social media can clear us with the idea
of creating and rather seeding the seeds of gender difference among the society. This
difference can be observed not only in the elders and teenagers of particular class or
particular country but rather can also be found in all the ages including the very younger
generations. Here completely the discrimination on the basis of the gender is created which
has been created by various services provided for the people but, is expanded by media. The
greatest role is played by ‘advertisement media’. During a study and in an article Hazelam
William mentions that the T.V ads in the UK have shocking difference with regards to boys
and girls. Same is the condition all over the world. The best can be understood when we see
that the toys meant for the boys are included with the words like- ‘rescue’, ‘battle’, ‘power’,
‘adventure’ which of course is for the promotional value by the T.V advertisement, while the
girl toys were found with the title as ‘sparkle’, ‘hair’, ‘magic’, ‘glitter’. These differences of
the words have created the typical for the boys and that other for the girls. Mostly the toys in
the market meant are such a different and are purchased by the people in the society with the
same concept which is put forward before them. This difference is also generated among the
younger class creating a difference as-‘I am a Boy’ and ‘I am a Girl’.

Colour which is a natural instinct and presented by nature in varied forms of shades
did not count for the difference among gender. But, the advertisement media just for the
purpose of sale has created a complete new class of the colour for the boys and the girls.
During the period of 70’s-80’s, with the help of research and development of some social
studies it was termed as pink was meant for the boys as it was considered as the colour of
strength, while on another part the colour blue which was considered as the colour of
calmness was meant for the girls. As the studies changed the issues of presenting the colours
for the gender also changed. With further research it is now accepted according to new theory
which meant that pink is a colour which represented sweet, nice, cute, charming, rather in
simple words the feminine characters and hence later on the colour was added with the
products of girl be it toys, clothes, shoes, accessories etc.. it is just the pink. While the blue
which is considered to be the colour of sky and sea, representing depth, stability, confidence,
wisdom, intelligence was given to the class of boys and their products. Even though the
difference was created with growing society it was used as a service for the profit by different
product manufacturer and advertised by media. This advertisement media generated the
difference within a very short span of time. Whether it is pink or blue or any other colour one
should clearly understand that for an infant it is same with every colour.

Marketing one of the different media has come into force very fast. It has grown
based on the terms and conditions and the choices of the people presented to them for the
children. This marketing not only included difference among the toys of children as ‘Barbie’
and ‘Superhero’ but, this difference created among the clothing. The shape, structure, cutting
even though are different for the girls and the boys yet, there is again a major difference
created among this marketing which has become a great reason among the boys and girls for
creating and understanding gender at a very young age. The symbols created and imprinted
on the clothes of the children and actually gendered. Princess being printed on the girls and
superheroes on the boys. Also, the study shows a much difference among the quality of fabric
used for the preparation of girls and boys clothing. Understanding the use and imprinting is
no less then just creating a statement which meant gender difference.

With time changing and education we now say that we have moved very far and left
behind all the age old terms which created a difference among the gender. But, be it pink or
blue or be it superhero or Barbie we now also are actively promoting openly and creating a
gender difference. This goes nothing to say wrongly that it is done with the help of media.
Let’s, not go far away but, we can easily find now also openly the products are running
gender inequality through advertisement. Let’s go with the example of ‘Kinder Joy’ the
popular food (chocolate) product for the kids. The product is advertised in two forms. Rather,
we can clearly say that the product is knowingly or unknowingly advertised based on gender.
The product is advertised in pink and blue coloured plastic coated container (egg shaped).
Even though it is presented in the two different colours the actual food product present with
the container is completely same. The colour difference is only created so that the toys within
the container present with the chocolate can be easily identified. This shows that the company
has promptly created a difference and with the help of colour and the toys. The pink colour
which is mentioned for the girls contains the toys of doll and it accessories, while the blue
container contains the toys of superheroes meant for boys. The whole process has an
involvement of the media within it for the advertisement of the product without any
objection. We through this method are installing among the people and upcoming generation
the silly thoughts of girls and boys. Treating children in market material in different forms
surely creates and affects them later in every situation. The same can be found with the media
entrainment for representing the ads of women and men, where the men are should be
breadwinner, strong, fearless while the women should be gentle, elegant and pretty in that
case.

‘Kinder Joy for girls (pink) and for boys (blue)’

The Indian constitution provides in Article 15 against the discrimination. It says that
the discrimination against the caste, religion, race, sex and place of birth is completely
prohibited. Even though the constitution provides for the prohibition act yet the act turns on
to be superficial in case of gender equality when it is all about women. The truth is that the
Indian society is not free from gender bias ideas. This biasness can be found in the education,
politics, films, sports, entertainment industries etc. Social media is considered as the low cost
media that gradually is combined with technology to give voice. This voice is not just meant
for education and entertainment but has now developed more for marketing. Social media in
short brings and joins the people together making things easily available. But, just for the
marketing purpose and gaining much service the gender difference which the products are
creating indirectly, can be said that the media is providing a helping hand for gender
inequality. The media should more boldly and openly come forward against the traditional
roles that are being created for the female class, rather than repeating the same stereotype.
The media has a major role in creating the equal status among the gender and to some part
they are making it to come true and make successful that no gender class should be followed.
This gender equality is not only the problem with the marketing media but rather many
different media have observed the open gender discrimination problem. We can find many
such examples related to inequality. In a report of China Daily in Netherlands the girls and
young women are much educated but, still the ratio of males and female in case of
management level authority is not at all equal. This gender inequality is considered as a
hindrance among the development of society. The media is the only channel available easily
to overcome such problems. Much awareness regarding the gender problems, role of male
and female are being presented, and how both the factors work together in the society is done
gradually to add much success for the public awareness and development of the country with
taking into consideration the potential pillar of the constitution and democracy to treat the
unfair means.
References:

1. Hazelann William, T.V toy ads in the UK are shockingly sexist. madeformums.com.
2. Media should help promote gender equality, experts say, chinadaily.com, 2017.
3. Social networking has given netizens a better channel to connect. goodfirms.com.