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IIMMPPAACCTT OOFF MMAASSSS MMEEDDIIAA:: OOPPIINNIIOONN OOFF TTHHEE

FFEEMMAALLEESS OOFF VVAARRAANNAASSII CCIITTYY

Dr. Monica SaxenaLecturer in Home ScienceJagatpur, P.G. College

Varanasi

The Media is instrumental in defining what we think who we are and what

one's place in the society. It has an impact on how issues are interpreted and

evaluated.

By becoming more gender aware in content and language media can present

a clearer and more accurate picture of the roles and responsibilities of both men andwomen in society.

Mass communication as it understood today is relatively a not recent

phenomenon in India It essentially means dissemination of information idea and

entertainment by the communication media. If one was to ask what is today's most

powerful vehicle in the molding of beliefs attitudes values and life styles one should

say it is the mass media.

The media of communication : Radio Television, Newspaper [The press]

Magazines and Films play a vital role in spreading information, conducting

propaganda educating and enlightening people, strengthening national integration

and creating national identify. The mass media have to take into account the overall

social infrastructure which has a bearing on communication within the society as

well as the traditional modes.

In this regard, the reach or penetration of mass media and their credibility by

the people have to be kept constantly in mind. The need of for mass media is to

cover the entire population is widely admitted. Developing countries give priority to

broadcast media, radio and television, even though the people's access is not always

equitable and balanced. (Aggarwal 1994, Rao and Annanta : 2000).

The term Mass media is defined as means of communication that operate on

a large scale, reaching and involving virtually everyone in the society to a greater orlesser degree. (Mcquali : 2000) A medium is called as mass medium when it reaches

above 50 million people (Chundi and Srivastava : 2000). Now a days the media such

as newspaper, radio, television have become on integral part of human life. Mass

media have been influencing the social, cultural, economic and religious aspects of

society. The impact of mass media especially the television on the society has been

compared with the effect of water dripping steadily on a stone imperceptibly eroding

old values and attitudes in favour of new ones (Joshi : 1983). Mass media feed the


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people with latest information and create the need for change in contemporary

society. Mass media have both positive as well as negative role in society by

providing knowledge, new information and eradicating social evils. (Bhagat and

Mathur : 1989, Jaura : 1992, Dey : 1993, Kaur : 1993).

In India, the spread of mass media is impressive where in the initial stage,

the spread of mass media and related technology was confined largely to the urban

areas and now this has engulfed the whole society.

Development in the filed of communication have greatly facilitated the

spread of messages of change. The communication network has reached even the

remote rural areas of the country. In India, where 75 present of the people live in

over 5 lakh villages, speak several languages and maintain diverse cultural identities,

mass media of communication assume very imported responsibilities. Realising that

mass media are important precursors to change, improving media reach in rural

areas has become a guiding factors in rural development strategy.

The cause and effect relationship between man and media does exist but

establishing this relationship is a difficult position because of methodological

reasons. Nevertheless, increased use of mass media is considered as the first step

towards modernisation. (Ierner : 1958 and Roger : 1969). Researches have shown

that mass media can have tremendous persuasive impact on people and can be

employed as dependable devices in furtherance of modernisation among people. In

the present context of development in India, it is worth while to prove into the

process through which change is creeping in different segments of the society.

(Rekha Bhagat ; 1989)

There is no doubt that mass media moulds opinion thinking attitudes and

behavior. The mass media has reached every home, town and country. Television,

films, radio and other's electronic media are for more powerful as their reach and

impact is greater than that of other media.

It has invaded even the most remote communities living in the backyard of

modern societies. It has become one of the most important tools in the so-called

mechanization process. And incidentally all of them have greater reach among men

and women. But what is worse is that these media portrays women in an unrealistic,

negative manner and present them in de-meaning role.

The reach of mass media among women is much less due to reason like

illiteracy, inaccessibility and inconvenient programme timing and traditionally

imposed inhibitions, which restrict their movements.

Shouldering this singularly important responsibility, the mass media

specially the government controlled Radio and Television had planned to take up


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campaign against illiteracy ill-health and expression of exploited on a bare footing

during the last decade.

Gender issues are being given increasing importance in the media, especiallyafter the UN Fourth World Conference on Women (Beijing). "The Strategic

objectives of the Beijing platform for Action are -Increase the participation and

access of women to expression and decision making in and through the media and

new technologies of communication; promote a balanced and non-stereotyped

portrayal of women in the media". Some of the gender issues that have been

highlighted by the media, of late, are human rights violations against women

domestic violence and reservation of seats for women in the parliament and state

legislative assemblies.

Women engaged in the media are a low percentage of men. In television and

All India Radio, the percentage of women employees is less than 15% Nor are they

in significant numbers in decision-making positions.

The distance between women and media not only deprives the women of

their right to information and knowledge but also keep the women in the dark

regarding the blatant misuse of female and the distortion of the truth.

Though Indian women are granted equality of status as freedom to enter

diverse walks of life, the realization of these constitutional and legal rights and

opportunities in actual social life, more so among women in the lower strata is

invisible.

Despite the many positive developments in securing women's rightspatriarchy continues to be embedded in the social system in the country, denying the

majority of women the choice to decide how they live. The media thus play an

extremely significant role in spreading awareness, promoting alternative-empowered

images of women, breaking down stereotypes and shaping mindset.

Studies have demonstrated that the most media have make and can make a

great impact of social change. But the question whether mass media are agents of

change or reinforcer of status quo cannot be answered in a general way. It could

always be said that some mass media under some condition may function as agents

of some change while other media under after condition may function as reinforcer

of some sort of status quo.

It is widely believed that mass media has an important role to play in

achieving national goods. The UNESCO Report [UNESCO, Many Voices One

World, Paris. p-14] on various aspects of communication and society provides eight

following functions of mass media-

(i) Dissemination of information

(ii) Socialization


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(iii) Motivation

(iv) Promoting Debates and Discussion on Public issues.

(v) Cultural Promotion.

(vi) Education

(vii) Entertainment

(viii) Integration

The role and influence of the mass media on women can be considered from

the following angles -

(a) A content analysis of the media and their treatment of

women.

(b) The influence of media on their audience.

(c) The influence of the media on women themselves.

The media provides information and guidance and create awareness. They

can assist changes in attitudes by reinforcing ideas and providing real or ideal

models as behavior and can raise aspirations for better standard of living. The media

can thus contribute towards the development of skills, tastes and image current in a

society. The content of communication at any given time reflects the pattern of

values of a society. The way subjects dealing with women are treated indicates to a

great extent the prevailing attitude of that society towards it's women.

Mass media now plays an important role in affecting, changing, molding and

shaping the life style and pattern of behaviors of the women and also generating

interest in acquiring knowledge, sport, national and international politics and making

more effective participates in national affairs.

Regulatory/Legislative Arrangements Regarding Portrayal of Women in the

Media* :

In 1982, a committee constituted by the government (P.C. Joshi Committee)

was mandated to report on programme production and T.V. software production. An

expert group under this committee went into media portrayal of women. Though the

recommendations of the committee and the group were not formally endorsed by the

government, they had an impact on several initiatives of the government in

addressing the problem relating to media exposure of women. As of now, there is aset of regulatory/legislative arrangements :-

(a) Code of Commercial Advertisement on All India Radio and

Doordarshan.

(b) Indecent Representation of women (Prohibition) Act, 1986.

(c) Cable T.V. Network Regulation Act, 1985.

(d) Cinematography Act, 1952 as amended in 1981 and 1984.

*Gopalan Dr. Sarla, (2002) "Mass Media and the Status of Women" NationalCommission for Women, Government of India p. 302.


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Despite the regulatory and legislative instruments that are available, public

debate continues to rage about commodification of women. There are also public

criticism about the ineffectiveness of Indecent Representation of women

(Prohibition) Act, 1986.

The Central Board of Film Certification has also been previewing films for

public release. Though over three thousand Indian and foreign feature films are

previewed and certified for public release by the Central Board of Film Certification,

the themes and picturisation, especially dance sequences, continue to be strongly sex

oriented. Presentation of violence and horror also seems to be considered as an

inevitable formula in what is understood as "Commercial Cinema"

Review of Literature :

Yadav (1985) emphasized that not with standing the public pronouncements

that the new communication technologies like television and video are to used for

developments especially of the women's and under privileged sections of the society,

their introduction and expansion have largely helped consolidation and maintenance

of status quo. The urban middle class is not only firmly saddled but expanding as

well.

Bhagat and Mathur (1989) proved in their study that film was the most

controversial medium of communication among the women both positive and

negative influences were reported by them.

Subhanarayan G. (1991) emphasized that communication in a democratic

society necessarily means two way communication terms of continuous process ofmessage dissemination and feed back to assume a positive role in development

policies, integrating social economic, educational and cultural planning in national

development.

Aggarwal (1992) emphasized that television will have to be people oriented,

problem and development oriented, to be effective in the national development to

build a democratic socialistic society with equality for all, keeping in view the wide

socio-cultural and geographical diversities of the Indian society, while including

specific issues of communication support for children, emancipation of women and

uplift of the weaker sections.

Bhagat (1992) concluded that technological change and relevant information

are important ingredients of development, which leads to modernization. In many

countries programmes on high yielding varieties, family planning, irrigation,

literacy, improved hygiene, and other have been introduced. But often these

development programmes have failed to reach due to lack of proper awareness of

mass media.


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S. Archna (1992) proved in her study that mass media now plays an

important role in affecting changing, molding and shaping the life style and pattern

of behaviors of the women and also generating interest in acquiring knowledge,

sports national and international politics and making more effective participants in

national affairs.

Gangadarappa and P.B. Kumar (1995) emphasized the following points

about media and development-family planning, adult education, agricultural

implements Panchayati Raj and women's development.

Kumar (1995) revealed that video is one of the most powerful mass media,

no doubt it is an important aspect of our advancement in communication technology

but it has served mainly as a source of entertainment for a long time, and it's

potential for development lies largely untapped.

Kumar B. and Hansra B.S. (1999) proved, their study that mass media are

only instrument and a part of the larger phenomenon called mass communication.

Thus mass communication refers to sharing of information with many people in

many places with the help of machines. The new communication technology in mass

media have emerged in the past two decades such as microcomputers, cable T.V.

Tele-text, Tele conferencing and desktop publishing are all examples of advances in

communication technology many of these technologies use miniature forms of

erstwhile larger equipments and offer opportunities of interaction viz. computer-

assisted-instruction, interactive video, compact disc read only memory etc.

Chakraborty U. (2001) find in her study that through communication, cultureis inherited, exchanged and transformation. And communication needs media.

Accumulation and propagation of knowledge and ideas have become truly global,

reaching out to every nook and corner of the earth and even to ethereal expanses.

But along with such benefits, dangerous and counter productive hazards are produce

too.

Rana R. (2004) revealed that the development and indications towards

convergence of various mass media communication and information delivery system

such as Radio. TV. Telephone, Newspaper, Fax, Computer Networks, it has now

become possible to provide communication to maximum.

Mohan K. (2005) mentioned in his study that electronic media, specifically

television with its last expanding cable network and almost round the clock

transmission via satellite has acquired world wise access without and effective

checks by national governments. Thus, transnational beaming has facilitated forging

of supranational cultural affiliations and identities and decline of nation as a cultural

force. It is likely to play a crucial role in the universalization of food habits, modes

of dress and pattern of behavior among the adolescents and the youth as well as in


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the standardization of their expectations, responses and choices. These have been

projected as salient feature of global culture used as synonym for modernity in

western perception.

Farooqui V. (2006) mentioned in her study that the media has to be oriented

towards working for the progress and advancement of society and fight against the

feudal attitudes towards women and other weaker sections of society. It is

regrettable that in India the main concern of the media bosses is to earn money.

They are not concerned about the responsibilities they have towards society. They

relay only such programmes which get sponsorship from business houses. These

programmes have to manage some popular appeal even it they are vulgar, obscene

and without any artistic or culture values. This does not bother our Government or

those who manage the media.

Objectives :

Considering all these aspects in the mind the following objectives were

framed :-

(1) To asses the socio-economic status of women of the study areas.

(2) To focus upon the various type of mass media are being used by women.

(3) To find out the opinion of females towards the impact of mass media on

various aspect of daily life.

(4) To study the perception of female regarding impact of mass media.

Keeping these issues in view an effort has been made to analyse the mass

media impact matrix.

Method and Data :

The investigation was based on the primary data for one hundred respondent

sampled from four words of Varanasi city (Study area) namely Bhelupur,

Kamchcha, Lahartara and Dasashwamedh.

The necessary, a questionnaire cum interview schedule was framed to collect

the primary data. With the help of research tools and techniques, it is tried to analyze

the effect of mass media on family life and portrays of women in mass media. So for

as the socio-economic characteristics of the sampled respondents were concerned,

majority of then (78 percent) were Hindu while 18 percent Muslim and 34 percent

were other religions and largely in the age group of 20-50 years.

The caste identity indicated that 60 percent were from higher caste (H.C.), 28

percent from backward caste (B.C.) and 12 percent from scheduled castes (S.C.).

About 55 percent of the inhabitants were living in nuclear family and 45 percent

were residing in joint families and average size of the family was 6 percents. About

one third of the respondents were educated up to matriculation level while 18

percent were having education up to senior secondary level and 14 were graduate


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and post graduate whereas few others lad some special training 10 percent were

students, 35 percent of housewives, 45 percent were doing job in private and

governmental sectors and 10 percent respondent had engaged their own business.

Utilization of Mass Media :

While assessing the role of information technology/mass media, It was tried

to know about the various sources of mass media available to the respondents for the

study. It was encouraging to find that majority of them showed access to different

type of mass media.

Table No.-1

Utilization of Mass-Media by Females

Availability of Media Respondents (No=200) Percentage

Print Media(a) Newspaper

(b) Magazine

(c) Books

(d) Journals

130

130

62

16

65.00

35.00

31.00

8.00

Electronic Media

(a) Radio 154 77.00

(b) Television 200 100.00

(c) Films 96 48.00

(d) Computers with Internet 44 22.00

Preference for electronic

Media Channels

(a) Doordarshan (DDI) 50 25.00

(b) MTV/Music Channels 46 23.00

(c) Star Plus 114 57.00

(d) Sony 98 49.00

(e) Religious (Astha etc) 66 33.00

(f) DD News 18 9.00

(g) Others 12 6.00

Utilization

(a) Entertaining 120 60.00

(b) Time Passing 92 46.00


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(c) Gaining Information 120 60.00

(d) To get rid of tension 136 68.00

(e) To know current events 146 73.00

(f) To secure pleasure 90 45.00

(g) To broaden imagination 116 58.00

Specifically 65 percent of the respondents replied that newspaper were

mostly in vernacular language. Hindi such as Dainik Aaj, Dainik Jagaran, Amar

Ujala and Hindustan etc. were available with them. About one third of them had

access to vernacular magazines and books while journals were mostly used by the

students of higher classes. Among the electronic media, television was available to

all the respondents and they watched the programmes according to their interest.

Bhopk, et al. (1996) also arrived at identical conclusion in their study. Majority of

the respondents were having a radio on their house while nearly half of them had

access to the video films watched on T.V., CD. Player, Cable T.V. or in the Cinema

Halls. Few respondents (22 percent) had computer with internet.

It could thus be concluded that mass media of the various types were by and

large available to most of the females and of those using newspaper and T.V. were

on the top. Availability of different modes of mass media may be attributed to

comparatively better economic condition of the family in the city. In radio channel

especially they wanted to listen Vividh Bharti and local F.M. for entertainment

rather than local radio channel like Akashwani, and in films they wanted to so onlyfamily drama and romantic type of films. Very few respondents (especially students)

wanted to see only action movies. Preference for various channels of T.V. indicate

that Star plus and Sony entertainment channel programmes were preferred by most

of the respondents (57 percent and 49 percent). They contended that programmes of

these channels were related with sop operas telecasted required the spectators to

watch regularly. But these channels are telecasting mostly the sex oriented and

vulgar themes spoiling children and teenagers. 33 percent of them (40+

age group)

showed preference for religious channels like Astha. Programmes of Doordarshan

(DDI) were preferred by 25 percent respondents. They contended that programmes

of DDI were relatively family-friendly than those of other private channels. But onlyfew respondents (9 Percent) were watching DD news and DD Bharti, and other

private channels (6 percent) About 23 percent of the respondents liked music

channels such as M TV. etc and hold that after day's hard work, student were wanted

some entertainment and these channels served this purpose fully.

On the whole respondents preferred programmes mainly in Hindi language

and Sony, Star plus, Astha were preferred channels.


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Impact Parameter of Family Life

Respondent

N=200 Percentage

(a) Children do not attend household works

(b) Playing of sleeping time reduced

(c) Children becoming irritable ideas

(d) Family conversation time reduced

(e) Guests are not properly Attended

(f) Hesitation in watching T.V. among

family members

118

168

112

154

52

108

59.00

84.00

56.00

77.00

26.00

54.00

Education

(a) Increased awareness on new

institutions and subjects

120 60.00

(b) General knowledge increased 106 53.00

(c) Loss of interest in studies 102 51.00

Cultural life

(a) Dressing pattern change 160 80.00

(b) Tradition equipment changing 120 60.00

(c) Dowry increasing 180 90.00

(d) Girls getting higher education 178 89.00

(e) More materialistic life 140 70.00

Economic Life

(a) Better Marketing management 104 52.00

(b) More Information on credit 74 37.00

(c) Increased family expenditure 180 90.00

Religious life

(a) Worship time decreased 82 41.00

(b) Traditional feeling strengthened 116 58.00

(c) Visit to religious places decreased 46 23.00


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Portrays of Women

(a) Treatment of females in mass-media

is full of vulgarity.

186 93.00

(b) Mass-media agents has changed the

image of traditional women in the

society.

192 96.00

Mass media has enhanced the awareness of people regarding new

educational institutions as well as new subjects such as fashion designing, computers

human and animal science. General knowledge of people has increased. However,

the interest of the children in studies is decreasing.

Another notable aspect of the society which is being affected by mass media

is culture. Most of the respondent viewed that dressing pattern of the people are

fastly being changed (80 percent) Due to the exposure to electronic media, people

are preferring western type of clothes especially females in T.V. and advertisement,

they weared sometimes too small clothes. Dowry as a practice is increasing and

majority of the respondents (90 percent) attributed it to burgeoning greed of people

for various luxury items such as scooter, car, T.V. fridge etc. One of the positive

effects of the mass media is that it is changing the attitudes of people towards girl's

education (89 percent) as most of the people have now started sending their daughter

to schools and colleges which was very limited in a traditional patriarchal society.

Inferences of chandra (2000) are also quite similar to these.

Economic aspect of life has been experiencing changes largely attributed to

the arrival of mass media. Majority of the respondents (90 percent) were quite

apprehensive about the advertisements being put up through mass media. They

feared that these advertisements promote greater expenditure habits in family by

inducing its members to purchase non essential items cosmetics and the like.

(Chhikara : 2000) they replied that this upsets their family budget and the major

burden of this falls on the housewives who manage family expenditure.

The religious life of females has also been affected by mass media. Theresults revealed that a quarter of the subjects felt that their frequency of visit to

religious places has decreased because time is mostly consumed by T.V. and the

news paper. This findings is similar to that Vora (2002). 93 percent of the

respondents replied that the treatment of women in mass media especially on T.V.

and Films are full of vulgarity while 96 percent opined that mass media has changed

the traditional image of women in society.


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On the whole, it may be concluded that the effect of mass media on family as

well as individual life was negative. studies of Unikrishanan (1996) and Singh. S.

and K.K., (2004) are supportive to the present study.

Table -3

Perception of Females Regarding Impact of Mass Media

Impact Parameter Respondent

N=200

Percentage

(a) People become more violent 124 62.00

(b) Inducing vulgarity in society 190 95.00

(c) Youth becoming delinquent 128 64.00

(d) Encouraging smoking/Liquor 80 40.00

(e) Encouraging cynicism 64 32.00

(f) Help in eliminations social evils 60 30.00

(g) Raising aspirations of people 148 74.00

(h) Indirectly increased crime against

women

170 85.00

(j) Increased exploitation of women at

work place

166 83.00

It is cleared from the Table No.-3 that Majority of the respondents (95

percent) opined that at present, mass media is inducing vulgarity in society. They

expressed their anxiety about the vulgarity depicted in some of the feature films and

T.V. programmes followed by (85 percent) respondents stated that directly or

indirectly mass media has increasing crime against women, as well as exploitation of

women at work places (83 percent) Farooqui (2006) also find similar situation in her

study. About one third of females maintained the view that due to mass media

people try to imitate, specially children do imitate some socially undesirable actslike violence and decoity. The respondents apprehend that such scenes would effect

the people and the cultural norms and values included in them they may get

generated.

About 64 percent of the respondents expressed that due to the violence and

vulgarity being depicted in mass media, youth is becoming delinquent. Nearly 40

percent of the respondents felt that mass media encourage people towards smoking,


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liquor and other in toxicants. One third of the respondents viewed that mass media

add fuel to cynicism about social institution (family, marriage etc) their rules and

regulations. A few respondents (30 percent) accepted that mass media are players

positive role in eliminating some social evils such as untauchbility and other

traditional hierarchies. Most of the respondents (74 percent) replied that mass media

have raised aspiration of the people through exposure to materialistic world. Singh

S. and K.K. (2004) is also find similar situation in their study.

Conclusion :

The purpose of the present study has been to highlight the views of females

towards utilization pattern of information/mass media and it's impact on various

aspects of family life. Mass media of various types, particularly electronic is by and

large available to most of the females. They use mass media for varied purpose in

life.

Despite the many positive developments in securing women's rights,

patriarchy continues to be embedded in the social system in the country, denying the

majority of women the choice to decide how they live. The media, thus play an

extremely awareness, promoting alternative-empowered-images of women, breaking

down stereotypes and shaping mindset.

Reference :

1. Aggarwal, Vir Bala, (1992) "Mass Media in Rural Development : Some

Research Issues", 'Communicator', December, p.-15.2. Aggarwal B.V. (1994), "Media Exposure and Social Development Perception

of Viewers Indian Psychological Review", 42 p. 30-35.

3. Ahuja P.and Mehrotra N. (1991), "View and Adoption of Work

Adjustment Mentioned by Home Makers of Viewing T.V.", Journal of

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4. Bhagat, Rekha (1992), "Modernizing Farm Women Through Mass Media-An

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6. Bhople R.S. and Ingle S. (1990), "Exposure and Utilization of Mass Media in

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10. Chundi J. and Srivastava A. (2000), "Role of Media in Rural Areas",

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