How important is the media in setting gender roles - Essay Example

?Introduction Media is one of the most influential platforms that have wide ranging impact on every sphere of the public life and society at large. The emerging new technologies, especially the advent of computers and internet have vastly expanded the audience and readership base. The wider the base, the more powerful tool it becomes to influence perception and views about social identities and various socially and politically relevant issues. Since media has the power to change public perception, various formats have gained envious status and popularity amongst the masses (Gill, 2006). Indeed, it would not be incorrect to state that media, through all its formats like television, radio, newspaper, books and magazine has significant part in setting gender roles within the society. Social construction of gender roles in society Development of social identities is influenced by multitudes of issues, very often defined by individual ideology, group representation, religiosity, professional competencies, intercultural compulsions etc. These factors facilitate better understanding and access to social networking within the societies with huge ramifications on social perspectives. Gender differentiation is one of the most distinguishing aspects of human race. The setting of gender based roles is vital social input that defines social structure within the given paradigms of evolving societal values (Radway, 1986). Indeed, the gendered identity is one of the major features that characterizes human beings and gives them a specific identity within the societal framework. The gender not only represents social identity but also endows persons with definite social status, privileges or lack of it and ideological and religious freedom. In all official and non official correspondence and interaction with others, reference to the gender of the person is made invariably. Apart from the obvious physical differences, the various human attributes and behavioural pattern play a vital role in distinguishing a man from a woman. Media influences gender perspectives across societies through its projections of gender specific roles. Thus gendered identity becomes a critical element within the social fabric of human society which is significantly impacted by media. Media and gender role Media is a highly socializing force primarily because of its pervasive impact. The children, youngsters and people at large are vulnerable to the portrayal and textual messages in media because they are regularly exposed to them. Scientific research reveals that in cognitive learning, the individual learns by listening, watching, touching, reading or experiencing and then processing and remembering the information. (Think Quest, 2008). Theory of cognitive learning essentially implies that through various means of learning processes, people are able to retain the information in the memory and apply it as and when required. The theory becomes highly relevant when applied to media portrayal of gender roles. The impact of those visuals and the textual contents are reflected in the behavioural pattern of the people who consciously or unconsciously adapt the messages and images in their attitude and behaviour. Thus, role of media become a critical element in setting gender roles within defined societal paradigms. Television is most influential format of media that considerably impacts people’s opinion and promotes diversity of roles that are gender based (Carter, Branston and Allan, 1998). Oprah Winfrey Talk Show is an exemplary example of empowerment of women. In the male dominated society, the rise of Oprah Winfrey, an African American woman is nothing short of a miracle. She serves as the most influential role model for millions of women across the world who has triumphed over social and racial prejudices to emerge as a symbol of woman power. Oprah Winfrey symbolizes empowerment a woman, who has risen above gender and race. Indeed, television has greatly facilitated in promoting empowerment of women as one of the most crucial issues for the wider welfare of women and the society at large. The films and print media have contributed equally towards setting up gender roles. The last few years have also been significant in terms of changing attitude towards sexuality. The media has helped in raising the controversial issue of sexual likings specially that of gays and lesbians. It is because of the attention given to gay and lesbian groups and their need for sexual freedom that seems to have changed public perception leading to special laws and legalising their marriage. The various soaps on different channels promote gender roles that either reflects socially approved gender based roles within the society or they help in setting roles which are emulated by people (Crowley and Himmelweit, 1992; Brunsdon et al., 1987). Either way, women have been major catalyst of change within the society. The setting of gender based roles has become vital ingredient of media projections. The general image of women has also got a great boost from the media. The news channels, showcasing the pertinent women issues of their empowerment and equal representation in national politics have had huge positive impact on the perception and opinion of general public. It plays a prominent role in the portrayal of women, especially those above fifty years of age. But it can also be said that though women may share almost equal platform on visual media as TV anchors, newsreaders, in general, they have not been given the space and the importance that they deserve. Celebrity status and glamour seem to be the important factor for projecting them in media. Looking at the increasing number of TV soaps and mainstream cinema, one discovers that the appeal for women protagonists invariably decrease with age! There are fewer films and prime time soaps with matured female artistes as main characters. Whereas their counterparts seem to have a new lease of life after fifty years of age! Sean Connery (The Rock, Finding Forester etc.), Richard Gere’ (Chicago, Flock etc.) are few actors who are able to get main lead in cinema, while in their 50s and 60s. Gender bias seems to dominate all areas of media, including news media which is highly retrogressing and demoralising for women professionals. Then again, literature has also a unique way in perpetuating new ideologies and values within the transforming societies. After the French revolution in 1789, Declaration of Rights of Man and of the citizen (gmu) provoked women activists to demand inclusivity. Olympe de Gouges, an eminent playwright, published Declaration des droits de la femme et de la citoyenne1 (1791) and became a torch bearer for the upcoming feminist movement. Marlene LeGates (2001, p3) has quoted French Activist Nelly Rousell in her book and states that ‘Among us there are no ruling classes, no privileged classes. All of us can declare war on today’s society… great ladies are mistreated by princely brutes; bourgeois’s dispossessed of their property; working women frustrated by their meagre salary…’. Literature greatly provoked women towards empowerment through feminist movement. Counihan (2004) in her book Around the Tuscan Table succinctly describes the changing expectations of the women when she says, ‘A housewife never gets the recognition that a working woman gets…. Cooking was often the first chore from the reproductive sphere that men took up’. She shows how the men accept the evolving roles of women in the society. The media, especially through literature has been consistent in promoting the empowerment of women. Empowerment facilitates realization of self worth and instils confidence in one’s ability to make independent decisions about themselves based on informed choice. Indeed, media’s projection of women in the contemporary times has given huge impetus to gender roles highlighting their rational approach. They have shown that women are capable of transforming their choices into concrete action plans for the betterment of self and the society at large. Media and changing psychological perception of gender Schiffman and Kanuk (2007, p215) assert that modelling learning theory defines the process through which individuals learn to act by observing the behaviour of others as well as the consequences of such behaviour. The major strength of the theory is derived from the fact that people identify with the models and events described in the media. Another key factor is the powerful appeal of the visuals and the textual contents which are able to deliver the message regarding the issues or portrayal of social identities of individuals. Various social scientists have core of an identity is categorization of the self as an occupant of a role and through which he or she displays the meanings and expectations associated with that role and its performance… expectations and meanings… (It) is a set of standards that guide their behaviour (Burke 1991; Burke and Tully 1977). Stereotyping of gendered identity is yet another vital ingredient that is inherently carried within the media portrayal of issues and personalities. Media continues to portray stereotype roles of gender that greatly limits the wider expectations of human capabilities. Many scholars have described stereotype as group of people who are perceived to have relatively identical qualities attributed to that category (Schneider, 2005; Hamilton, 1981; Tajfel, 1969). This is one of the most popular theories within the context of media projection of personalities. People tend to identify themselves with the projected identities which may or may not be true. This is the reason that media, especially television and film media, becomes a powerful tool to influence the attitude and behaviour of people and set gender roles for the masses. Conclusion In the rapidly changing environment of globalization, the role of media has become crucial. In the advancing technology, the relationship between media and society has increasingly become highly susceptible to external forces and vested interests. Herman and Chomsky (1988) have expressed genuine concern that media, especially news media is engaged in ‘manufacturing consent’ on behalf of powerful elites. This is a serious allegation and misuse of which could lead to frightening consequences for everybody. The projection of gendered identity on media is also vulnerable to its impact on the masses. Hence, media, in all its formats, needs to be more conscientious in its projection of gender roles. The need for responsible behaviour by the media therefore, becomes paramount in setting the gender roles for the masses that is not always capable of rationalizing the events and projection of personalities. (words: 1671) Reference Brunsdon, C. et. al. (Eds.) (1997) Feminist Television Criticism: A Reader. Oxford University Press: Oxford. Burke, Peter J. and Judy Tully. (1977). The Measurement of Role/Identity. Social Forces 55:881-97. Burke, Peter J. (1991) Identity Processes and Social Stress. American Sociological Review 56:836-49. Carter, C., Branston, G. & Allan, S. (Eds.) (1998) News, Gender and Power. Routledge: London. Counihan, Carole M. (2004). Around the Tuscan Table: Food, family nd Gender in twentieth century Florence. New York. Routledge. Crowley, H. & Himmelweit, S. (1992) Knowing Women: Feminism and Knowledge. Polity Press: Cambridge LeGates, Marlene. 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