Portrayal of Women and Women S Issues on Television

PORTRAYAL OF WOMEN AND WOMEN’S ISSUES ON TELEVISION

Dr.M.V.Lakshmi Devi

Head & Associate Professor

R.B.V.R.R.Women’s College, Hyderabad, India

Abstract

We would be justified in saying that one of the most potent forces shaping the 21st century is the new Mass media and Communication Technologies. Their revolutionary impact affects the way we live, learn, work, and spend our leisure time, and communicate. They are also one of the key contributing factors to social and economic disparities across different social and economic groups. The gender divide is one of the most significant inequalities that cut across all social and income groups. Throughout the world, women face serious challenges that are economic, social as well as cultural – obstacles that limit or prevent their access to, use of, and benefits from the media.

We all spend an incredible amount of time using media. We use the media for our own purposes, but we must also be aware of how media use us. The media help shape our social institutions, our political order, and our culture, which means the media, directly and indirectly, play an important role in socializing and enculturation us. The images of men and women presented in the mass media are mostly conventional.

But do we believe everything that the media tells us about women? How do we understand the news presented by the media, particularly television? Do the media in general and television in particular, have the kind of influence they claim? What are the ways in which the news media regularly cover stories about women? The present study proposes to study the portrayal of women in news media, particularly television, and provide answers to these questions.

Indian Viewers are now spending more time watching News than reading news. TV9 is the number one Telugu News channel with 8.2% market share. The present study analyzes the news bulletins of TV9 channel to understand the portrayal of women on television.