Chapter 5

Conclusion
5.1 Introduction

The media is an announcement to the public of a product, service, or idea through a medium
to which the public has access. The medium may be print, electronic, or any other. This is a
form of persuasive communication with the public. Advertising has a huge role to play
nowadays both in marketing and in society, from marketing the products to setting
stereotypes in the minds of people. Women, from the beginning, have made appearances to
advertise different products and services, yet the portrayal remains the same with every
product. Media does not merely sell products; it sells images, ideas, dreams, ways to live
your life, and stereotypes.

Back in the 1980‟s the portrayal of women has been that of a stereotypical woman who takes
care of her family and looks after the household. In today‟s era, the advertisements are more
of girls being equal to boys and portray women as independent and powerful, yet there are
advertisements that showcase and reinforce various stereotypes such as women being tall,
slim and fair. Such advertisements not only affect the self-esteem of women but also
influence how men perceive them.

Representation of women in media has remained a topic of discussion, de, bate, and research.
The paper aims to study what is the role of women, how they are portrayed in media, and
what are the effects of these portrayals.

5.2 Summary

In this research, we found that people know about the way women are portrayed in media but
don’t know what they can do to change those ways. Even though media is evolving but the
thoughts of people are not.

The media equates women to their bodies and exploits them. The content about women is largely

comprised of subjects concerned with entertainment, tabloids, and sexuality. Women are being

objectified every day without there any visible efforts to reverse it. Such content is sometimes dressed

up and marketed as emancipatory for women, though instead they merely repeat the problematic

portrayals seen in the past.

Media differentiates societal roles between men and women. Unfortunately, the media is largely

behind society when it comes to this. It commonly portrays women as secondary, bound, and

dependent on other parties. Not only does our media fail to encourage and educate women in their

pursuit of rights, but it also reinforces the biased and problematic perceptions of them in society.

5.3 Major findings of the Study

5.3 (1) Demographic details of the respondents

 In the survey, we collected a total of 100 responses.

 The age group below 20 consists of 6 respondents.

 The age group between 20 to 29 consists of 30 respondents.

 The age group between 30 to 39 consists of 10 respondents.

 The age group between 40 to 49 consists of 15 respondents.

 The age group between 50 to 59 consists of 25 respondents.

 The age group of 60 and above consists of 2 respondents.

 All the respondents are based in Mumbai Maharashtra, Thane, Ahmedabad Gujarat.

5.3 (2) Remaining findings

 The maximum number of respondents 68 (68%) know about the issues with the
portrayal of women in media.

 The maximum number of respondents 74 (74%) have seen this portrayal in media.

 The maximum number of respondents 58 (58%) might or might not pay attention to
how women have been portrayed women in media.

 The maximum number of respondents 52 (52%) might or might not pay attention to
men in media.

 The maximum number of respondents 44 (44%) might or might not suggest the
changes to the way women are portrayed.

 The maximum number of respondents 62 (62%) would not be a part of the media
industry.

 The maximum number of respondents 50 (50%) say that they are okay with the
portrayal of women in media.

 Among the 100 respondents, 35 (35%) of them would suggest not watching films and
tv shows that show women in a bad way.

 Among 100 respondents, 43 (43%) of them are in support of women who stand up for
themselves in these matters.

5.4 Suggestions and Limitations of the Study :

  The problem we faced during this research was a shortage of time, we had less time
for collecting responses and feedback from 100 people.

 Another problem we faced was framing the questions correctly for people to
understand exactly what is being asked to them.

 Everyone has a different opinion about a topic like this so understanding that was a
task.

5.5 Delimitations of the Study :

 The Study did not follow an interview method because we wanted to know the
opinion of many people and it was only possible through the Survey method.

 The study did not focus on a fixed age group as it wanted to explore and understand
everyone's take or perspective.

 References from previous studies helped me understand.

5.6 Suggestion for the research study :

A specific study can be carried forward among the youngsters ( 18 to 25 ) to understand what
and how they think changes can be made in the media industry regarding the portrayal of
women.

Another study can be carried out among the youngsters (18 to 25) to understand why they
think this is the way women are portrayed in media.

5.8 Finally Summary

The research has been divided into 5 chapters. The first chapter, Introduction – Gives an
overall understanding and basic introduction to media, women, and the portrayal of women.
In the second chapter, Review of Literature – I studied all previous work, research, articles,
which were related to my topic. It helped me gain knowledge about things that were related
to my research topic.

In the third chapter, Research Methodology – I came across research design, forming a
hypothesis, and which method to use for collecting data, where I selected a survey method.

In the fourth chapter, Data Analysis – Here I collected my data by distributing survey
questionnaires to people.

The fifth chapter Content Analysis – This chapter deals with making conclusions about things
with the help of the qdata you collected.
 Bibliography

Research papers and Reports

-Deepanjali Mishra- KIIT University

https://www.researchgate.net/publication/
284431132_PORTRAYAL_OF_WOMEN_IN_MEDIA

-Media and the image of women. Report prepared by Katharine Sarikakis, Professor of
Communication Science, University of Vienna, Austria

https://rm.coe.int/1680590587

Himashree Patowary

https://www.researchgate.net/publication/
333036807_Portrayal_of_Women_in_Indian_Mass_Media_An_Investigation

Gaye Tuchman. Published By: The University of Chicago Press

https://www.jstor.org/stable/3173399

Articles

https://unesdoc.unesco.org/ark:/48223/pf0000037077

https://beijing20.unwomen.org/en/in-focus/media

https://www.marketingweek.com/portrayal-women-media/