This research paper examines gender discrimination in mass media and its impact on the social condition of women. It finds that women are often portrayed in stereotypical and limited ways in media, such as being sexualized or shown in subordinate roles. This perpetuates gender discrimination and can influence society's views of women as inferior. The research seeks to understand these issues through surveys and analysis of media content. It ultimately recommends that media organizations take steps to address the problem, such as increasing women's representation and ensuring their portrayal is more positive.

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. It can be used for income and also to break stereotypes.
Media has a significant impact on the masses and can dictate their
decisions and how they feel about things (Longkumer, 2016). For many
years, media has presented society in a particular way, which the
audiences take to be an accurate portrayal of reality.

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. In most countries, women make up less than a third of
the workforce in the media industry, and they are often
confined to lower-ranking and less visible positions. Kay,
Matuszek & Munson (2015) shows that this is particularly true
in developing countries, where women make up just 15% of
the workforce in the media industry.

4. • This research paper will first examine the problem of women's
underrepresentation in the media, which devalues women in society while
elevating males. The stereotyped representation of both genders, which
may not accurately reflect the genders, will also be covered in this essay.
The final section of this essay will cover the prejudice women encounter at
home and at work. In addition to attempting to pinpoint the source of these
problems, this essay will also address their repercussions and potential
fixes

5. Problem Statement
• The main issue of gender discrimination in mass media is the portrayal of
women in a negative light. The media strongly influences the general
population, which also has the power to demolish preconceptions while
stigmatizing some crucial concerns.
• 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.
• For women, the media frequently tries to normalize wildly unattainable
beauty standards, which are detrimental to both their physical and
emotional health. (Bachmann, Harp & Loke, 2018) argues that whether it's
a professional or personal environment, a little business, or a major
corporation, objectifying a woman to sell anything or having unrealistic
beauty standards is not only the norm in our local media but is something
that is done all around the world.

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.
• In recent years, there has been an increased focus on the role of mass media in
perpetuating gender discrimination. This research seeks to contribute to the
understanding of the role, image, and social condition of women in mass media. It
does so by examining the content of mass media, specifically news and
advertising, in relation to gender. The research will specifically focus on Pakistan.
The research will involve key stakeholders in the media industry in order to gain
insights into the processes and motivations behind the production of gender-
stereotyped content. Ultimately, this research will contribute to our understanding
of the role of mass media in perpetuating gender discrimination and the potential
for media to be used as a tool for social change.

8. Research Questions
• How does gender discrimination in mass media devalue women in
society?
• How does the stereotyped representation of both genders in the
media impact society's view of gender roles?
• 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.
• The literature on this topic suggests that mass media plays a significant
role in reinforcing existing gender norms and stereotypes.
• Still, the media often presents unrealistic images of men and women,
which can give people unrealistic expectations about how they should
look.
• Finally, the media can normalize violence against women by presenting it
as something that happens often and is not a big deal (Bachmann, Harp &
Loke, 2018). This can make it seem acceptable to mistreat women, which
can lead to more violence against them.

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.
• Gender roles are often reinforced through the media.
• . One of the most obvious ways sexism manifests in the media industry is how
women are portrayed .
• . 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.
• Furthermore, media can perpetuate gender discrimination by covering and reporting
on issues affecting women.
• Women's issues are often seen as less important than men's issues, and they are
often given less coverage.
• . This imbalance in coverage can have a number of negative effects on women.
One of the most obvious effects is that it can make women feel invisible.

11. • When women are constantly bombarded with images of men that are
successful, wealthy, and happy, it can create an unrealistic expectation of
what life is supposed to be like. 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.
• This is evident in the way that women are portrayed, as well as the lack of
opportunities afforded to them in the industry. In order to address this
issue, it is important to increase the representation of women in the
media and challenge existing stereotypes and norms.

12. Methodology
• main goal
This study's main goal is to investigate the issues that women encounter, such as
Discrimination at work and underrepresentation and objectification 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. A
quarter of the total sample will be used for the pilot research.
• 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
• This suggests that there is a general perception of gender discrimination in the
workplace, with women being at a disadvantage. . According to a study on gender
equality matters in COVID-19 response (n.d.), there could be various reasons for
this Discrimination.
• One reason could be that women are not seen as capable as men and are
therefore not given the same opportunities or respect.
• This is likely due to the fact 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 in the workplace, and any form of
Discrimination should be eliminated.

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.
• This has serious implications for the social condition of women, as it can
lead to them being seen as inferior and less capable. The study recommends
that mass media organizations take steps to address this problem, including
increasing the number of women in leadership positions and ensuring that
their portrayal is more positive.

18. References
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https://link.springer.com/chapter/10.1007/978-3-319-90838-0_1
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• Gender equality matters in corvid-19response. (n.d.).
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