INTRODUCTION:

Mass Media (Radio, Cinema, TV, Print, Electronic, Social, Digital,..) is ‘Pratibimba’ –
reflection or image of Indian womanhood from different generations (C. M. Agrawal, 2005).
Indian women do differ in very many aspects within themselves in India and among others in
abroad-East or West. In general they are similar to the extent to perform multifarious gender-
based roles and duties in family and society. They customarily play the roles of the mother,
wife, sister, daughter, and of a ‘girl’ or ‘woman’ in her lifetime. Since time immemorial, she
is like a governess in performing duties, she is like a maid-servant in service, she is like a
mother in feeding, she is like an ever beautiful fairy as a life partner, she is like a true
companion in religious rites, she is like silence of the earth in forbearing all exploitations…

In the words of Rabindranath Tagore (1892), Indian women in their history may have not
been alwaysfeminine Rambha, but masculine Chitrangada. In the famous epic dance drama
based on Mahabharata, the Princess of ManipuraChitrangada says to Arjuna “I am neither
Goddess to be worshipped, nor yet the objectof common pity to be brushed aside, like a moth
with indifference. If you desire to keep me by your side in the path of danger and daring, if
you allow me to share the great duties of your life, then you know my true self.”

Variations in the status of women in India are found intime to time with reference to the
cultural milieu, family structure and social structure-caste, class, property rights, socio-
economic-politico-religious institutions, etc. Her gradual participation in various walks of life
has influenced the progressive evolution of values and attitudes towards ‘women’ by society
and its members. Pandit Jawaharlal Nehru rightly observed that “In order to awaken the
people, it is the woman who has to be awakened. Once she is on move, the family moves, the
village moves, the nation moves.”

Mass media depicts both of these binary opposite portrayals of women in India, however
with more inclination towards traditional gender stereotypes.Women in Indian society are in
general victims of patriarchy and male domination, whereby women are obliged to play
subservient roles. Mass media does not only reflect the conservative values of our society, but
it also influences and protects societal attitudes and public opinions. It controls
communications and contents to justify totalitarian or democratic social values and practices
existing or changing in our society (N. K. Verma, 2006). Mass media can be agents or gender
discriminatory socialization process, as well as agents of progressive social learning
depending on community/society, culture, religion, economy and polity. In some society
mass communication on crime, brutality, sex and sadism are restricted or being telecast as a
part of capitalist (money-making) entertainment industry. While in some societies mass
communication brings new opportunities, experiences, ideas and perspectives to view the
world and society and people in a new angle.

Women and Media Relations

Mass communication is extremely important for women’s development and empowerment,

which is the significant responsibility of the mass media. Growth of media is also related to
the growth of women’s education and their entry into employment. Today print, electronic
and social media play vital roles in effectively conveying message that needs to be conveyed
publicly and privately on the issues like controlling population growth, spread of literacy,
income generation and savings, improving quality of life through health, nutrition and
sanitation – in all women play crucial roles at home and community. Portrayal of women by
Indian media is by and large symbolically negative and tokenistic positive. In general, media
does not address serious issues about exploitation and unequal treatment to women in
different spheres but is keen in reporting sex related incidents by way of sensationalizing
news and images of atrocities on women.Thus instead of highlighting the exploitation of
woman they end up becoming one of the reasons in increase of violence as their coverage
more often than not tend to glorify the crime against women,rather than protection of women
by creating a safer home, family, neighbourhood, community and society. Although the
images of women vs. men as reflected by the different mass media in the country are not very
different but quiet similar in feeding and reinforcinggender-based stereotypes. The mass
media are therefore morally and legally bound to avoid sensationalisation of news of any sort,
especially related to women. (Justice G.N. Ray).

Women’s Relations with Print Media (Newspapers and Magazines)

It is true though that media has brought changes in society but in a very subtle manner by
throwing light on and publishing certain gender insensitivemisbehaviours and delinquency
against women as never before. But mass media more often perpetuate the gender stereotyped
images of woman as a householder and an inseperablepartner to the traditional India value
system. Usually, women’s issues and problems are neglected on the front page of a
newspaper unless it is a gruesome murder (e.g. Arushi-case) or a case of rape (e.g.
Nirbahaya-case), which media even fail to handle sensitively by irresponsible and sensational
reporting and characterassassination of the woman victim. In fact, on pages in the newspaper
dedicated for women do not usually address relevant topics on women’s development or
empowerment, but contains elaborated reporting on beauty tips, cooking recipes, fashion
statements, advertisement of products and services to beautify women. It is unfortunate that
there is lack of sensitivity among the newspapers against ostracization towards women of
multiple dimensions ofsocio-cultural-economic-politico-religious problems. Media should
focus on these issues proactively and positively to help the society and people to handle the
issue with greater sensitivity and empathy. Limited coverage on women’s problems, needs
and interests also derive lack of attention from policymakers to address critical issues like –
adverse sex ratio; infant and maternal mortality; violence against women;health and disease;
effects of poverty, unemployment and hunger on women and their families. On the contrary,
newspapers arefilled-in by pictures and interviews of cinema actresses, models, video jockeys
(VJs/DJs), the rich women and their hobbies. Many of the women’s magazines create
‘visibilising women’ (Kirit K. Shah & Radhika Seshan, 2005) through ‘bodies and sexuality’
– by only fashion, glamour, beauty aids, weight reduction, cookery and sharpening tools for
‘feminine instincts’ and ‘attractiveness’ to keep men and in-laws happy. Comparatively, there
arelimited coverages and articles on career opportunities, health awareness, entrepreneurship,
legal aid, counselling services, childcare services and financial management for women. Case
studies show that newspapers give no importance to development issues of women andonly
publish 5% and 8% respectivelyof women related issues on the main page and remaining are
placed inside (as quoted by Justice G, N. Ray). However, a large proportion of the research
findings publishedin major newspapers are sensationally packaged to draw attention of the
readers and converting more sales of its issues without judging the relevance and authenticity
of the published facts. Therefore, in the public interest print media should owe responsibility
for full disclosureof the information on research and facts being published for the readers to
take it seriously and act upon it.

Women’s Relations with Electronic Media (Radio, Television, Advertisements and

Films)
 In the radio transmissions, television serials, advertisementsand movies women are
invariably and always the central characters. Women are largely portrayed as the pleasure of
sexuality and sensuality; confirming gender-base roles and division of labour at home and
society; or as innocent victims/violatorsof social attitudes and mindsets towards gender
discrimination. Whereas, men characters are portrayed with confidence, power and authority;
taking leadership and making decisions; or caught in unfavourable circumstancescreated by
one of the women in his life. Film and Television culture repeatedly portray men in need of
sexual satisfaction on the screen and in reality; for which men are even prepared to oppress
women in different ways including eve-teasing, physical assault, rape, pushing them into the
sex trade, even abandoning them, etc. Women are not only portrayed for feminine beauty and
artistic portrayal; but more often for infusing sex appeal andentering into the arena of
‘obscenity,’ (Charu Gupta, 2001)which is in so much increase in Indian electronic
media.Television and films distortrealities, glorify wrong-doings on women and inculcate the
culture of wrong-doing by common men across different sections of society – whether it is
due to age, caste, class, ethnicity, religion, etc. Very often radio and television channels
transmit and telecast talk shows on women related subjects driven by popular market forces –
like girls’attraction towards bad boys, women’s preference for men with cars and money,
women’s genetic liking for beauty and shopping, and so on. There are very few talk shows on
the complex issues relating to women’s equality, development and empowerment. What it
means is that women are now included as new research subjects, unfortunately mostly in less
significant and petty areas, ignoring their potentiality to usher new possibilities for a social
change and women’s upliftment.

This distance between women and media deprives women’s individual right to information
and knowledge. The distance also keeps women groping in the dark on the blatant misuse and
distortion of the truth–‘gender equality and equity’. Issues pertaining to development and
empowerment of women are rarely given time and space, clarified and emphasized
adequately in electronic media. Without effective and informative communication regarding
services and benefits available through legislation, government schemes, banks and voluntary
organizations; women can hardly take advantages of those for their own development and
empowerment. Thus, the electronic media has greater roles and obligations in this regard.
Electronic media should project the working woman in the unorganized sector as worker and
not merely as performing the duties of a wife/daughter. Women being significant earners in
Indian economy, they must be projected as producers and not merely consumers. The media
should make deliberate attempts to not only project the problems of women in poverty, but
should monitor in such a way that conflicting role models are not depicted, nor derogatory
references to their work are made. To improve content and coverage, coordinated efforts for
increased interaction between NGO’s, social activists, women’s social action group, research
organizations, institutes of mass communication, and the media personnel and women
journalists should be brought together (Justice G, N. Ray).Unless there is any social
movement in the electronic media on the changing social perception of women, it will be
difficult to restrain obscenity and thereby confirming women’s lower status in society

However, few efforts have been taken intermittently and not consistently to break the
gender-stereotypes of ‘female-bodies and male-gaze’ in Indian masala-movies to raise
women’s social status and social mobility in India. Feminist Directors like Raj Kapoor
(Awara), Satyajit Ray (Aparajito, Devi), Rituparno Ghosh (Dahan), Aparna Sen (Paroma),
Sai Paranjpe (Katha,ChashmeBaddoor), Deepa Mehta’s (Fire), Mahesh Bhatt (Tamanna),
RajkumarSantoshi (Damini), Ketan Mehta (Mirch Masala), Sashi Deshpande (Zebeida),
Mahesh Manjrekar (Astitva), PremaKaranth (Phaniyamma, Bandh Jharokhe), Jag Mundhra
(Provoked), Jeethu Joseph (Drishyam), GauriShinde (English Vinglish) (Jasbir Jain &Sudha
Rai, 2002). Similarly few advertisements more recently have attracted our attention like Hero
Honda (Why Should Boys have all the Fun?– Breaking Stereotypes), Bharti Airtel (The Boss–
Work-life Balance), TVS Scooty (Scooty Tips – Women’s Safety), Fair&Lovely (Equal-
Equal – Gender Equality), Lloyd (Unisex Washing Machine – Equality in Household Work),
and so on.

Women’s Relations with Social and Alternative Media(Puppet Show, Folk Art, Street Play,
Theatre) Alternative media (puppet show, folk art, street play, theatre, awareness camp,
etc.)is being used since generations as the tools for voice and empowerment of women and
other marginalised and deprived sections of society. The success of ‘KhabarLahariya’ – a
group of eight women belonging to backward class driving change in conservative
Bundelkhand region under the support and funding ofNGO to encourage women to fight for
their own rights. Such kind of popular initiatives are more required at grassroots level so as to
empower every woman in our country.

However, modern innovation in information and communication technology (ICT) has

changed our world with social network sites – You Tube, Facebook, Twitter, Instagram,
LinkedIn, Blogs, Skype, WhatsApp, Face Time, LINE, etc. – are all instant connectors to our
family, friends, acquaintances, or even unknown persons. Modern and younger generations
find connections with similar minded individual/group, relationships and happiness in virtual
world with the feeling of fulfilled satisfaction of being taken care or being heard or being
‘liked’ 24/7 in a lonely real-time life. Social networks live virtual life in reality. ‘Selfie’ and
narcissim, emotional exploitation and sexual abuse are the critical failures of social media.
However, social media is powerful in supporting the social cause and movement, without the
fear of being identified and victimised for supporting and fighting for rights and justice (for
example, Rice Bucket Challenge, 2014; Sexual Harassment in the Indigo Flight, 2015; etc.).

Indecent Representation of Women (Prohibition) Act, 1986

This portrayal and labelling of women in mass media has led the National Commission for
Women (NCW) to recommend amendment in the Indecent Representation of Women
(Prohibition Act), 1986. The NCW includes new technologies like SMS, MMS, electronic
media, social media, posters, TV serials, advertisements, films, audio-video records, etc., in
order to stop perpetuating stereotypes of women in public space. According to NCW,
“women are either being portrayed as Sita (Goddess in Ramayana) or as Kaikayee (Villain in
Ramayana) and there seems to be nothing in between the two extreme characters being
shown in mass media. Divorces, adultery are highlighted frequently, where characters break
the law without repercussion.” NCW stresses that the negative images or just portraying
reality is not enough; infact, it can often be harmfulapathy and passivity to society, women
and children. This should be avoided and replaced by depicting the positive images or
success stories of women in all walks of life and public and private spheres. It is more
purposeful and essential to publish and produce programmes that talk about income
generating schemes for women, other than widely propagated typical ventures of “womanly
jobs” -papad-making, sewing, embroidery, pickles making, etc. Non-traditional and
innovative skills should be stressed in the mass media transmission and telecast to break the
social myth that women are suited to certain kinds of jobs or gender-specific roles and
division of labour only.
 Positive portrayal of women in media is a step towards enhancement of women’s
empowerment and facilitate drastic reduction in cultural biases as well as gender biases in
society, community and family. Joshi Committee recommends: 1.) The women’s issue one of
the utmost significance to the country as a whole and there is need for a widespread
understanding that the nation cannot progress, as long as women are left behind as the lesser
half of society. Therefore, the improvement of women’s conditions, status and image must be
defined to be a major objective for media channels. 2.) The Government must at the earliest
formulate clear guidelines regarding the positive portrayal of women on television. This
portrayal must take note of women in all facts of their lives: as workers and significant
contributions to family survival and the national economy: it must further endeavour to
integrate women on terms of equality in all sectors of national life and the development
process. These guidelines must emphasis that the “women’s dimension” must from an
integral part of all programmes and not be merely confined to Women’s Programmes, nor to
isolated attempts to discuss women’s issues. 3.) The number of commercial formula films
screened must be drastically reduced, the cheap song-and-dance sequence to be eliminated
and the content of such programmes carefully scrutinized in terms of their portrayal of
women. 4.) Women must not be portrayed in stereotyped images that emphasis passive,
submissive qualities and encourage them to play a subordinate secondary role in the family
and society. Both men and women should be portrayed in ways that encourage mutual respect
and a spirit of give and take between the sexes. 5.) The foreign exchange resource should be
spent on importing worthwhile educative programmes, particularly those that show the roles,
lives and struggles of women in neighbouring and other Third World countries so that a
greater understanding and a shared perspective on problems is built. 6.) It is necessary to
ensure that a large number of rural women gain access to information. Therefore, in the
placement of community Radio and TV sets preference should be given to the meeting place
of Mandals; MahilaMandals should also be involved in the community viewing
arrangement.”

Roles and Challenges of Women Journalists

A policy for equal participation of women both in the public and private sectors of the
media is a neccessity to ensure women’s adequate and effective representation, for
‘gendering’ of mass media and prohibiting indecent portrayal of women. With the growing
field of Mass Media, Visual Communication and Journalism, a significant number of women
journalists are becoming successful due to their gender-sensitivity and analysing skills to
report and conduct programmes disseminating various issues and problems of women and
children. However, women in media face greater risks both in the urban and rural areas,
because of more or less rigid social outlook and greater resistance to social change and new
trends. As a result, media women have to work without support from family and society in
isolation at the ground levels. There are higher number of cases of sexual assault and
harassment on media women at work. Media profession also demands odd hours of work
making the women vulnerable to male chauvinism and family alienation. There is rapid
proliferation and expansion of the electronic and social media through satellite channels and
information and communication technological advances, popularity of the FM on the radio,
notwithstanding growth of the print media – now there is greater scope for absorption of both
men and women (young and old) as journalists in the industry. Hence, the society must
prepare itself to make arrangements of adequate security to the vulnerable section of women
in the media so as to promote their participation at all levels.

CONCLUSION
 According to the Media Advocacy Group’s Report on “Violence against Women: Media
Coverage and Representation (2005);” the media needs to take an extremely
factual/empirical, extended/broader, sensitive and protective views and measures of violence
against women. The study also stated that the only regulation that governs a sensitive
reporting on this issue is that the rape victim’s name should not be disclosed. Barring this, the
study found that everything else is graphically reported. Often the victim’s family name and
address is cited, making a mockery in the letter and spirit of the regulation. Though much of
this violation and malpractice are committed by a small group of publications, others are
spurred on to imitate and keep pace with the sensational trend. Therefore, the media should
take a serious look on the issue and do self-regulation and self-monitoring with extreme care
and caution. The Press Council of India in consultation with the United Nations Development
Programme (UNDP) have drawn guidelines on the subject and appealed to media to follow
them meticulously while reporting atrocities on women and children.

Media is powerful influence on democratic society and it has the potential to make a far
greater contribution to the advancement of women. Media should act responsibly and self-
regulatory to eliminate misleading and improper gender based programming, focussing
attention on women-related issues and their ethical and respectful portrayal in family and
society.

SUMMARY:

1. Women have long relationship with media as a negative symbol of ‘female bodies and
sexuality’.
2. Positive images of women as equal to men are rarely depicted in the mass media.
3. Indecent Representation of Women (Prohibition) Act of1986legal actions against
gender-stereotyped portrayal of women in all forms of media (print, electronic, social,
digital and alternative media) as it is harmful to the progress of society
4. Media is a powerful agent of social change and therefore it needs to be ethically and
socially responsible.
5. Women in media are the role-models to gender sensitize the media industry, society,
community and family.
6. Challenges of women in media in terms of gender–based violence and sexual
harassment need to be eliminated with all means of protective social measures and
gender-friendly media policies.