Clinical Governance

1.  Forman Christian College
 (A Chartered University)
 Student Name
 Student Number
 Research Paper: Gender Discrimination in Mass Media:
The Role, Image, and Social Condition of Women
 Module Title
 Instructor Name
 Due Date

2. Introduction
 Gender discrimination is a common occurrence in
many societies around the world. It takes various
forms, ranging from unequal access to education and
employment opportunities to sexual harassment and
violence against women.
 In some countries, women are still denied basic rights,
such as the right to vote or own property
 Despite the progress made in recent years, women
continue to be underrepresented in many areas of
public life, including in the media. Media is an
extremely powerful tool that can shape people's lives
in several ways.

3.  Media has the power to
inculcate particular
messages and perceptions
in an individual's
consciousness. Longkumer
(2016) argues that, more
often than not, media
portrays a stereotypical
and unjust image of
women. This content
largely impacts how
people perceive and treat
women in the real world.

4.  This research paper will first examine the problem of women's
underrepresentation in the media, which devalues women in society
while elevating males.

5. Problem Statement
 The main issue of gender discrimination in
mass media is the portrayal of women in a
negative light.
 Women's social status and image in the
modern world are governed by how they are
portrayed in the media. Most ads for
products or services that have nothing to do
with women sexually objectify them in order
to increase sales.

6.  This can be seen in the way women are
portrayed as sex objects or in the way
they are often shown as being in
subordinate positions to men. This type
of Discrimination can have a negative
impact on how women are seen by
society and can lead to them being
treated as second-class citizens.

7. Research Purpose
 Numerous studies on gender equality have been undertaken,
with the main themes being the objectification of women, the
salary gap, the lack of chances, job discrimination, domestic
abuse, etc.
 Numerous millions of women are regularly impacted by these
problems. It is crucial that we recognize these problems as
serious and genuine, and the main goals of this research are to
quantify the issue, pinpoint its root causes, illuminate its effects,
and explore potential remedies.

8. Research Questions
 How does gender discrimination in mass media
devalue women in society?
 How does prejudice against women in the home
and workplace hinder their advancement?
 What can be done to reduce or eliminate gender
discrimination in mass media?

9. Literature Review
 In recent years, there has been an
increased focus on the role of mass
media in perpetuating gender
discrimination. This is evident in the way
that women are portrayed in the media,
as well as the limited opportunities
afforded to women in the industry.

10.  This can lead to the view that men are superior to women and that women are not
capable of achieving the same things as men.
 Women are often sexualized and objectified in the media, while their male
counterparts are not. This is particularly evident in advertising, where women are
often used as props to sell products, while men actually use the products. This
objectification of women sends the message that they are nothing more than objects
for men's pleasure (Davtyan-Gevorgyan, 2016) and that their worth lies in their
looks and their ability to please men.

11.  When women are constantly bombarded with images of men that
are successful, wealthy, and happy. This can cause a great deal of
disappointment and frustration when women do not meet these
unrealistic standards.
 The media can also play a role in promoting gender equality.
 Overall, the literature suggests that mass media plays a significant
role in gender discrimination.

12. Methodology
 Main goal
This study's main goal is to investigate the issues that women
encounter, such as Discrimination at work and victimization of women
in the media.
 Surveys and questionnaires
Two quantitative research techniques, will be used in this study. Men's
and women's responses will be obtained, and statistical data will be
analyzed and contrasted.
 The sample size
The sample size is 100, and participants of both sexes will be randomly
selected from families, businesses, and institutions. The women
represented 60% of the sample size while the remainder, 40%,
represented the men counterparts 25 participants will get a
questionnaire for the pilot project. One hundred participants, aged 20
to 35, who are working men and women, university students, and
homemakers will have their data gathered.

13. Findings, Analysis and
Discussion

14. Gender discrimination exists in the
workplace.

15. Respect as men in the
workplace

16. Various reasons for this
Discrimination
 The one of the reason could be that women
are often seen as being less capable than
men and are therefore not given the same
opportunities or respect .
 Whatever the reasons for this Discrimination,
it is clear that it is a problem that needs to
be addressed. Women should be given the
same opportunities and respect as men.

17. Conclusion
 The study found that gender discrimination in
mass media is a significant problem that negatively
impacts the social condition of women.
 The study also found that the role and image of
women in mass media are often limited and
stereotyped.
 These findings suggest that mass media plays a
significant role in perpetuating gender
discrimination and inequality.

18. References
 Bachmann, I., Harp, D., & Loke, J. (2018). Through a
feminist kaleidoscope: Critiquing media, power, and
gender inequalities. In Feminist approaches to media
theory and research (pp.1-15).PalgraveMacmillan, Cham.
https://link.springer.com/chapter/10.1007/978-3-319-
90838-0_1
 Davtyan-Gevorgyan, A. (2016). Women and Mass Media:
Feminism and Gender Democracy. Retrieved from
http://feminism-boell.org/en/2016/04/08/women-and-
mass-media
 DUFFY, B. (2017). (Not) Getting Paid to Do What You
Love: Gender, Social Media, and Aspirational Work. New
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https://www.unwomen.org/en/news/in-focus/in-focus-gender-equality-
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 Kanai, A., & Dobson, A. (2016). Digital media and gender. The Wiley
Blackwell encyclopedia of gender and sexuality studies, 1-4.
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 Kanai, A., & Dobson, A. (2016). Digital media and gender. The Wiley Blackwell encyclopedia of gender and
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 Kay, M., Matuszek, C., & Munson, S. A. (2015). Unequal Representation
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20.  Khan, M. (2019). ROLE OF WOMEN IN PAKISTANI MEDIA.
http://jworldtimes.com/css-exclusive/css-special/role-of-women-in-pakistani-
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 Krijnen, T. (2020). Gender and media. https://repub.eur.nl/pub/129785/
 Krijnen, T., & Van Bauwel, S. (2021). Gender and media: Representing, producing,
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media-tonny-krijnen-sofie-van-bauwel
 Longkumer, S. (2016). Stereotyping of woman's beauty in commercial
advertisements. The Morung Express. http://morungexpress.com/stereotyping-
womans-beauty-commercial-advertisement/
 Mercat-Bruns, M., Holt, E., &Kutz, C. (2016). The Multiple Grounds of
Discrimination. In Discrimination at Work: Comparing European, French, and
American Law (pp. 145-246). Oakland, California: University of California Press.
Retrieved April 24, 2020, from www.jstor.org/stable/10.1525/j.ctt1ffjn61.10
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