Women and Media-Need for Paradigm Shift to Bring in Social Change

Abstract

Communication is extremely important for womens development and mass media play significant role in it all spheres of life, whether the controlling of population growth, spread of literacy or improving the quality of life for vast masses, women have a crucial role to play. In this context, women have an important role to create awakening in them to achieve their potential as the prime movers of change in society. In todays world, print and electronic media play a vital role in effectively conveying the message that needs to be conveyed. It is true that media have brought to light, as never before, certain misdemeanors against women but in a very subtle manner, it has also perpetuated the stereotyped image of women as a householder and an inconsequential entity in the traditional value system. By gradually shaping public opinion, personal beliefs and even peoples self perceptions, media influences the process of socialization and shapes ideology and thinking. Indian society is full of diversified cultures, traditions and beliefs. Our mass medias role as a social constructor and representative of women has greater responsibility in binding these complexities of culture and processes with the people of the society.

Keywords : Media, Impact, Stereotyping, Gender Sensitivity, Empowerment.

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