The power of media
Media plays a massive role in promoting and disseminating information while also participating in the social and economic development of women. It acts as a pillar of social transformation and social change. Therefore, it remarkably shapes behaviors, attitudes, social values, norms, and perceptions of individuals.
Additionally, it does not just have the power to build global opinions by reaching a far and diversified audience, it can also mobilize citizens and mold public opinion, thereby earning a powerful place in a democracy. Popular outlets of mass media such as newspapers, televisions, and radios represent a symbolic power of social control.
The portrayal of women on television
The term ‘soap opera’ refers to an extremely popular genre of serialized domestic dramas that are commercially broadcasted during daytime hours. Some of the most popularly watched and long-running Indian dramas include Ramayana, Kahani Ghar Ghar Ki, Saas bahu and Kanyadaan. Women in these series were frequently portrayed as inferior, weak, subordinate, and obedient. They were also the central protagonists of all these soaps.
Despite the popularity, these soaps were heavily criticized for unrealistic storylines and romanticizing female characters that sacrificed everything for their husbands and families. The Indian television screen has also contributed to heteronormative gender roles and stereotypes. Thus, this genre carries heavy ‘feminine connotations’ in contemporary culture and displays either ‘very positive’ or ‘very negative’ female characters.
According to an article written by media critic Sevati Ninan ,“Judging by the popularity of these dramas, female empowerment as we understand it would seem to be the last thing on any viewer’s mind while watching these soap operas”. The fundamental explanation for why these serials are still popular despite numerous critiques is because of cultural proximity. This refers to an individual's preference for media that reflects their own regional and national culture.
In a 2016 study, it was unveiled that one generation of Indian immigrants was dissatisfied with the contemporary portrayal of empowered women in Indian television series following the cultural changes prevailing in India. The displeasure was not because participants disagreed with the cultural changes in Indian society. Instead, participants were dissatisfied because these changes did not match the traditional values they cherished, and viewing these soap operas was a sign that their traditional values had no place in modern India. Their responses also revealed their conflicting feelings regarding the change in gender roles.
Subsequently, in a 2012 study researchers found that women’s responses to strong female characters in television were more positive than men’s responses.
However, the soap themes underwent a drastic change from 2008 onwards by presenting an array of women’s social issues such as child marriage, child labor, female foeticide, bonded labor which became widely favored. Some examples of this include Balika Vadhu that discussed the repercussions of child marriage, and Chotti Bahu, that uncovered the perils of the caste system.
Henceforth, there is a necessity for the media to develop a self-regulatory mechanism to promote more balanced and non-stereotyped images of women. The industry also needs to re-examine its ideas of women's empowerment while treating them with dignity and respect.
The portrayal of women in advertisements
According to Kilbourne (2002), advertising is a 100 billion dollar industry, and each day we are exposed to more than 2000 ads. We live in a world where all our decisions are indirectly influenced by the media. Advertisements were initially broadcasted to promote and sell products; however, as years passed, advertisements began to objectify women.
The majority of advertisements often use a philosophy where the woman is the prize one will get if they use the advertised product. This ultimately reduces the woman to a mere product who is portrayed as slow-witted and unable to make decisions on her own.
However, India is very secretive about an individual’s sexual and romantic life.
Some questionable advertisements that were being broadcasted in India include Wildstone, Slice, Denver deo and JK super cement company. These advertisements were highly sexual and made one question their impact on Indian sensibility. Thus, it's essential to dwell on the negative influences of media because these can change the dynamics of a society for the worse.
Even though the Wildstone deodorant advertisement has been taken off the air, it had an everlasting impact on the targeted audience. The advertisement sent the message that women are open to sex, anytime and anywhere. This undoubtedly makes one question whether the men watching the advertisement are not thinking the same about every woman around them. It blurs the lines of consent and opens up women to unwanted advances. According to Robert Vaux, “Sexuality can be a powerful motivator, and many advertisements use sexual imagery to sell their products. This can negatively influence the audiences that consume these advertisements.”
Similarly, in an advertisement by the JK cement company, a woman was used solely to grab the attention of the male audience, without any actual connection between the product. This has led advertisement visals to pathetically objectify women to a gross extent. They are even portrayed as a mere sum of their body parts, degrading their intelligence and individuality.
These advertisements make girls and women feel inadequate if they do not conform to the images projected in these advertisements. Furthermore, the stereotyping of women is an overarching phenomenon in the Indian media that extends beyond the realm of marketing.
These advertisements leave an impression on the average man’s mind that a woman is just an object, which can be exploited easily. It shows that she's very weak by nature and always needs a man for her protection.
It also makes us question how much and to what extent is the female body to be used and exploited? What is the effect this is having on the younger generation? The companies that put out such advertisements should take social and moral responsibilities and there should be strict governing bodies that look after all these visual representations so they do not send the wrong message to society.
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