A STUDY ON THE ROLE OF MEDIA IN BRINGING GENDER EQUALITY

Muhammad Anas Imtiyaz Ahmed Surti

Post Graduate Student of Commerce, Jai Hind College, Mumbai

ABSTRACT

Media plays a crucial role in shaping public perceptions and attitudes towards gender equality. It
has the power to challenge gender stereotypes and promote positive portrayals of women and
men. By highlighting issues of gender discrimination and violence, the media can raise public
awareness and inspire action towards achieving gender equality.
Media can also provide a platform for women's voices and perspectives, which are often
underrepresented in mainstream discourse. By amplifying diverse voices and stories, media can
help to break down barriers to gender equality and promote social inclusion.
However, media can also perpetuate gender biases and stereotypes, particularly through
advertising and entertainment media. Therefore, it is important for media professionals to be
aware of these issues and work towards promoting more equitable and inclusive representations
of gender.
Overall, the media has the potential to play a powerful role in promoting gender equality, but it
requires a commitment to diversity, inclusion, and equitable.

INTRODUCTION

The impact of the mass media on gender equality is complex and far-reaching. The media can
both empower and disadvantage women, depending on the content and context of the particular
story being told.

The purpose of this introduction is to provide a broad overview of how the media can influence
gender equality, and to provide a starting point for discussions on the various ways the media can
be used to promote or harm gender equality.

The role of the media in furthering gender equality is essential because it can communicate
messages that can change attitudes and behavior. The media can play a important role in helping
to destigmatize certain issues that are related to gender, such as mental health, sexual assault, and
LGBTQ rights. Additionally, the media can play a role in societally normalized sizing issues that
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are related to gender. Through providing education and accurate representation, the media can
play a pivotal role in advancing gender equality.

REVIEW OF LITRATURE

1. According to Gurumurthy and Chami (2017), media can play a significant role in achieving
gender equality by challenging gender stereotypes, providing positive images of women, and
promoting their participation in decision-making processes.

2. In their study, Tambe and Bhoir (2016) concluded that media can influence people's attitudes
and behaviors towards gender equality, and its impact depends on the authenticity and credibility
of the message. They highlighted the need for media to report on women's participation in
various sectors and provide role models, thus breaking down gender barriers.

OBJECTIVE

The objective of studying the role of media in bringing gender equality is to understand how the
media can influence societal attitudes towards gender and promote gender equality. This involves
examining the ways in which media content reflects and reinforces gender stereotypes, as well as
exploring how media outlets can be leveraged to challenge and change these stereotypes.
By studying the role of media in bringing gender equality, we can also gain insights into how
media can be used to promote greater representation of women in media and other industries, as
well as to encourage more positive attitudes towards women in general.

HYPOTHESES

H0 - Media have a Positive impact in bringing Gender Equality.

H1 - Media has a Negative Impact in bringing Gender Equality.

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Explanation: Media nowadays have a Negative impact in Gender Equality towards Mens in the
society due to excessive promotion of LGBTQ community and Women's unafir rights.

NEED FOR MEDIA IN BRINGING EQUALLY

There are several reasons why studying the role of media in bringing gender equality is important:

1. Media shapes societal attitudes: Media is a powerful tool that can shape societal attitudes
towards gender roles, stereotypes, and expectations. The images and messages portrayed in
media can reinforce traditional gender roles or challenge them. Therefore, studying the role
of media in promoting gender equality can help to create a more inclusive and equitable
society.
2. Media representation of women is often limited: Women are often underrepresented or
portrayed in stereotypical ways in media, which can reinforce gender inequalities. By
studying the role of media in promoting gender equality, we can better understand the
reasons behind these trends and develop strategies to address them.
3. Media can influence policy: Media can play a role in influencing policy decisions related
to gender equality. By studying the role of media in promoting gender equality, we can
better understand how media can be used to advocate for policies that promote gender
equality.

CASE STUDY

#MeToo Movement:
The #MeToo movement was a social media movement that emerged in 2017 and quickly spread
worldwide. It was a movement against sexual harassment and assault, and it encouraged women to
speak out about their experiences. The movement gained momentum through social media
platforms, where women shared their stories of harassment and assault, and it was quickly picked
up by mainstream media.

Media played a significant role in the #MeToo movement, as it helped to spread awareness about
the issue and encouraged more women to speak out. The movement received extensive coverage by
news outlets, and it was the topic of discussion on talk shows, radio programs, and social media
platforms. The media helped to bring attention to the issue of sexual harassment and assault, and it

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created a platform for women to share their stories.

Media coverage of the #MeToo movement also helped to change public opinion about sexual
harassment and assault. It brought the issue to the forefront of public consciousness, and it created a
sense of urgency to address the problem. The movement highlighted the pervasive nature of sexual
harassment and assault and forced people to confront the issue.

The media also played a crucial role in holding perpetrators accountable for their actions. The
media coverage of the movement led to a wave of investigations and prosecutions of prominent
figures in the entertainment industry and other fields. The media scrutiny of these cases helped to
send a message that sexual harassment and assault would not be tolerated, and it encouraged more
victims to come forward.

CONCLUSION

In conclusion, the role of media in bringing gender equality is crucial for creating a more equitable
and inclusive society. Media shapes societal attitudes towards gender and can either reinforce
traditional gender roles or challenge them. By studying the role of media in promoting gender
equality, we can better understand how to leverage media to promote positive social change and
challenge gender stereotypes.

BIBLIOGRAPHY

● #MeToo Movement
● Gender Equality And Media: A Critical Analysis On The Objectification Of Women In
Media.
https://www.legalserviceindia.com/legal/article-9090-gender-equality-and-media-a-critical-
analysis-on-the-objectification-of-women-in-media.html