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Social transformation and media
The document discusses social transformation and media realities and challenges from a gender perspective. It notes that media plays a role in constructing gender through its portrayals of women and men in different roles and stereotypes. An analysis of media coverage over time through the Global Media Monitoring Project shows that while women's representation as news subjects and experts has increased slightly, they still make up only around a quarter of those featured. The document argues that media should strive to represent women and men as equal human beings rather than through restrictive gender stereotypes, and that challenges include promoting more gender sensitive media content and literacy.
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Social transformation and media
- 1. Social Transformation and Media:Realities and Challenges GENDER & MEDIA: Connections and Possibilities Mira K Desai Associate Professor & I/C HOD University Department of Extension Education SNDT Women’s University, Juhu Campus, Mumbai
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- 3. Social Transformation…….. • Isn’tit an inevitable process of time? • Is it a ‘reality’ of today or future? • Is it our creation of the world that we live in? • What is getting TRANFROMED!! People or Technology or both? • Is there anything SOCIAL about it? • Is it happening in reality?
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- 7. Indian Media Journeyin Numbers MEDIA THEN NOW Newspapers and Periodicals 3000 in 1947 including 300 dailies 93,985 registered publications by Dec 2012 Television Two-hour/day transmission on ONE channel and 41 TV Sets in 1962 850 channels with 24X7 telecast and from 127 million in 2008 to 253 million households in 2010 Films 280 films in 1947 and had 150 theatres in 1921 1250 productions in 2010 having 13000 Cinema halls Radio 1 AM radio channel in 1947 Multiple Stations: AM , FM, Community, Campus Internet Inception in 1995, 4.55 million users in 2004 160 ISPs, 71 million ‘claimed’ users
- 8. We all ConsumeMEDIA……
- 9. MEDIA can befor……. Individual Group Mass
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- 15. Out of HouseMedia
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- 17. Media Sector Avenues MassMedia: Print: Newspapers & Magazines Radio TV Films Other Media: Publishing: Books Mobile & Telecom Internet Outdoors & Events Advertising Acting Journalism Public relations Graphics-Gaming Beauty & Make Up Art & Design Computer Animation Fitness Food Transport
- 18. Main Stream MediaTODAY…….. • Creates ‘HAPPY HAPPY’ or ‘Sad Sad’ realities • Skewed representations- one way realities • Promotes PRESENT orientation • Projects LIFESTYLES, Values consumerism, Rejects idealism, Negates rationalism • Alliances with other sectors of society making the circle of influence deeper UNREAL Realities
- 19. Trends in last twodecade Ownership Co-existence of big and small Distribution Digitisation & Last mile, Globalisation Consumption Multiple access points, Lack of loyalty Fragmented attention
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- 21. Gender is constructed…… INSTITUTIONS •Family • Education • Religion • Caste • State • Media • Market CONTROLS • Fertility • Labour • Mobility • Property • Resources • Sexuality
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- 23. GENDER/Women - Media •Women as shown in Media (subjects) • Women who use Media (as audiences) • Women who work in Media (professionals) • Women’s media ( media created by women) • Women who work for those who work in media (Support services- makeup, hair, catering, stylists, etc.)
- 24. Women as Performers Infront of Camera - Behind Camera With lots of clothes - Without clothes
- 25. Women as NewsSubjects
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- 27. WOMEN as MEDIAAudiences
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- 29. Women as Communicators •Novelists • Journalists • Writers • Directors • Producers • Financers • Painters • Sculpture artists • Poets • Singers • Dancers • Actresses • Folk Artists • Presenters • Anchors • Photographers
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- 32. PRIVATE ROLES attachedto SEX WOMEN • Mother • Wife • Sister • Friends • Daughter • Daughter-in-law • Mother-in-law • Sister-in-law MEN • Father • Husband • Brother • Friends • Son • Son-in-law • Father-in-law • Brother-in-law
- 33. QUALITIES expected ofSEXES WOMEN • Passive • Submissive • Domesticated • Delicate • Pretty • Cute • Caring MEN • Active • Aggressive • Daring • Stud • Strong • Tough • In-Charge
- 34. Behaviour expected fromSEX WOMEN • Agree with what others say • Behave as expected in a given role • Defined boundaries of movement MEN • Lead the way • Take control of situation • Lead others and given discounts to women as stupid • Free to do anything
- 35. Valuation attached toSEX WOMEN • What they do in house is not of much value • If she is working outside and independent she is ignoring family MEN • IF they do any work in house they are obliging women • If he is working from home, helping wife, he is good husband
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- 38. Why difference inthese women!!! • Media likes to show women as suffering, sacrificing, submissive, silent, subdued, passive individual driven by others. • Media creates stereotypes of mother- daughter-wife-sister which fits into subordinate roles. • Media promotes women as body- worker without strength- person without own power.
- 39. MEDIA- What doesit do? • MIRRORs the Society….. • Creates MARKET by selling you ideas, products, services….. • MEDIATES experiences of its audiences…. • Provides MYTHs…..Circulates and sustains them…… • CREATES definitions of NORMAL
- 40. Media and Gender •Media creates definitions about: Who are ‘these’ people? What wo/men should wear? When and where wo/men should move? How should wo/men behave? • Media stereotypes Gender realities. • Media perpetuates Gender existences. • Media conditions gendered experiences.
- 41. Media creates Definitions •Man should be metro-sexual. • Woman should be sexy. • Woman should be size ZERO. • Girls are cute/vulnerable/sweet. • Man can/should control women. • Man is the head of the household. • Woman have to/must marry. • Man is free to make multiple alliances.
- 42. Media stereotypes Realities •Mother-in-law and daughter-in-law always fight, What about Father –Son? • Women can’t be friends to each other, how many friendships do we have!! • Husband has a ‘rights’ over the wife, What about rights of the wife? • Children are mother’s responsibility, aren’t they joint pleasures/responsibility?
- 43. Media perpetuates Genderexistences • Women are dying to get male attention. • Women need to look ‘beautiful’. • Woman are body and man are brain. • Woman can not survive without man. • When woman say NO it is yes? • Woman has no SAY in decisions of her life! • Woman’s first priority is HOME.
- 44. Role of MEDIA •Informal educator for the young • Interface for individual with society • Mirror-voices of the society • Preserver of Culture • Representation of ‘voiceless’ • Inclusion of excluded population • Space for sustaining democracy NOT merely a PRODUCT to make & sell
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- 46. GMMP- Global MediaMonitoring Project • largestandlongestlongitudinalstudyonthegenderinthe world’smedia. • largestadvocacyinitiativeintheworldonchangingthe representationofwomeninthemedia. • participantsrangingfromgrassrootscommunity organizationstouniversitystudentsandresearchersto mediapractitioners • www.whomakesthenews.organdwww.waccglobal.org
- 47. GMMP over theyears • FIVE so far: 1995, 2000, 2005, 2010, 2015 • 2010-10 November 2015- March 25 • Volunteer groups in 140 countries across the world monitored national newspapers, listened to radio newscasts and watched local television • A snapshot of the representation and portrayal of women and men in news media around the world-
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- 49. GMMP 2010 • Sample:6,902 news items and 14,044 news subjects, including people interviewed in the news. • Themes: Politics/government dominate the biggest chunk of coverage (27% of the total number of stories), crime/violence comes second at 20%, and the economy third at 18%. • People: 24% of the people interviewed, heard, seen or read about in mainstream broadcast and print news are female; only 16% of all stories focus specifically on women. • Change: GMMP 1995 recorded only 17% of the people in the news were women which became 24% n 25% in 2015. ONLY 8% rise in visibility of women in last 20 years.
- 50. GMMP: Global –Local….Gender?? Global India Mumbai Women as News subjects 24% 76% M 22% 78% M 20% 74% M Women news reporters 37% 34% 14% Women central stories 13% 12% 8% Gender policy reference 10% 9% 6% Highlighting G. equality 6% 5% 8%
- 51. LOOKING SEEING THINKING UNDERSTANDINGWords have Meanings. Meaningscreate world. ENGAGING
- 52. Challenges • Women/people ashuman being • Individual with aspirations, needs, life • People as equal partners of civilization • Women for being ‘what she is’ rather than ‘what she should be’ • Men as essential players in the process of empowerment of women
- 53. Possibilities • Media literacyand gender sensitization as curricular change for general public as well as media students and professionals • Individual users can boycott media that represent gender in inappropriate manner • Support ‘alternate’ media spaces • Media houses can take on gender sensitive portrayal and education as their mandate • Society to give women their ‘dues’
- 54. THANK YOU foryour TIME & ATTENTION feel free to connect@ drmiradesai@gmail.com sndtmedia@hotmail.com