Assignment No.

Women and Media

(0874)
Autumn, 2023
MSc
Gender & Women Studies

Submitted To Farh

Submitted By Muhammad Sharif

Registration No. 18-PJG-04508

ALLAMA IQBAL OPEN

UNIVERSITY, ISLAMABAD
2024
 1

Q. 1 What are the main roles of media? Explain the contribution of media in the process of bringing about
a social change with relevant examples.?
Answer:
Introduction:
The term ‘Social Change’ is used to indicate the changes that take place in human
interactions and interrelations. Any change that alters basically the established form of
social relationships, thus transforming in some measure, the social structure, is social
change. It includes alterations in the structure and functions of the society.
Mass media is a term used for dissemination of information, ideas and entertainment
by uses of technological media such as radio and television, cinema, press and advertising.
They continue to coexist with important traditional media such as folk song and
dance, drama, puppetry, etc. These all are referred to as mass media, because it
communicates to a mass audience comprised of very large numbers of people.
Mass media has brought a process of digital revolution, in which a society prior to
its traditional form of communication mode, changes rapidly in various forms and modes
like socio-cultural, psychological, economic, political, etc.
It is an agent of social change. Mass media has been introduced in India through the
process of westernization. Mass media is a device that can spread the requisite knowledge
and attitudes quickly and widely.
Even David Lerner calls the mass media as “mobile multiplier”. Canadian media
theorist Marshall McLuhan (1964) argued that different types of media have different
effects on society. His famous dictum is “the medium is the message”.
A society is influenced much more by type of media than by content or
messages which are conveyed by it. He further says that the electronic media tends to
create a global village in which people throughout the world see major events unfold and
hence participate in them together. We have been witnessing a process of convergence in
production, distribution, consumption, etc. of information.
Newspapers can be read online, mobile phones use is exploding, and digital
television with satellite broadcasting services allow an unprecedented diversity of choice for
viewing audiences. With expansion of technologies such as voice recognition, broadband
transmission, web casting and cable links, the internet threatens to erase distinction with
traditional media and to become primary conduct for delivery of information, entertainment,
advertising and commerce to media audiences.
Some recent changes in the mass media can be highlighted like:
1. Development of interactive or social media
2. Digitalization of data
3. Satellite communications
4. Online services, chat rooms, software libraries, electronic bulletin boards, etc.
5. Constant improvement in capabilities of computers with declining costs
 2

6. Use of fiber optics

Functions of mass media
Information:
The media provides us with a continuous flow of information about our society and
the world, from webcams and radio reports alerting us to traffic jams, to rolling weather
reports, the stock market and new stories about issues that might affect us personally.
1. Correlation: The media explains and helps us to understand the meaning of the
information it gives us. In this way the media provides support for established social
norms and has an important role in the socialization of children, providing a shared
framework for the interpretation of events.
2. Continuity: The media has a certain function in expressing the dominant culture,
recognizing new social developments and forging common values. It acts as the mirror
and watchdog of society.
3. Entertainment: The media provides amusement, a diversion from the rigors of work
and acts to reduce social tensions. This is essentially the function of a release valve for
society, allowing people to set aside their problems and conflicts, at least temporarily.
4. Mobilization: The media can be used to encourage people to contribute to economic
development, to support and uphold moral rules and to mobilize the population in times
of war. This can be through very direct public campaigns, but also in much more subtle
ways, such as the moral tales within soap operas or movies, for example.
Other functions:
 Newspapers and periodicals have played a tremendous role in bringing about change
in the social outlook of masses. In rural India, radio and T.V. are still the most
important source for public opinion and knowledge building because most of rural
sections are still illiterate.
 Films are other effective audio-visual medium of entertainment and dissemination of
ideas. It also has promoted change in dressing pattern, hairstyle, spoken language,
mannerism and social norms. Programmes targeting youth and women empowerment
have also been promoting social change.
 Cinema has tackled current social problems like untouchability, drug addiction, AIDS,
tribal identity, etc. In order to educate the masses the film division has produced
documentaries dealing with health, hygiene, farming, environment, illiteracy and other
subjects and screened it throughout the country. It has make people aware about their
rights and duties through programmes like Atulya Bharat, Satyameva Jayte, Polio
Eradication campaigns, etc.
 It has also broadened the area of education by linking it with World Wide Web.
EDUSAT satellite is the modern form of coverage. Student through smart classrooms
can communicate with the world. Medical facilities have become standard through
telecommunications.
 E-commerce and E-shopping are the new faces of economy. Money is now stored and
travelled in electronic form. Online shops like Flipkart, Amazon, etc. have
transformed a person into a buyer and a seller both.
 3

 It has transformed the kids into smart tech bros where the can connect with world
history, animal world and planets, scientific discoveries, etc. Dysfunctions
 The Frankfurt school saw modern mass media as part of the culture industry which
threatened to stifle creativity and reduces the quality of cultural products. Especially
with the effect of consumer culture industry, the local languages and their indigenous
part is getting ruined. For e.g. The vulgarization of Bhojpuri through popular songs.
 Because of monopoly of big corporate agencies and MNCs, which are holding the
news channels, the quality and authenticity of the news is getting affected. For e.g. the
heavy cost of sacrificing social issues for the sake of paid news.
 T.V. channels for the sake of T.R.P. (television rating point) are producing fake and
sometimes superstitious believes which creates sensation in the mindset. For e.g. one
hour episodes on daily horoscopes, chamatkari baba, ghost, gods and goddesses, etc.
 Jean Baudrillard argues that the news media, particularly television, creates a new
hyperreality which comprises both the real world and its representations. Thompson
argues that mass media have created a new form of social interaction, i.e. mediated
quasi-interaction, that is more limited, narrow and one way than everyday social
interaction. For e.g. addiction of messaging and chat through Facebook and
WhatsApp sometimes by creating fake id accounts.
 Newspapers particularly the tabloid press, have become less focused on providing
news and more oriented towards reporting, creating and sustaining modern celebrity
culture through huge coverage of page three parties, affairs, gossiping, etc.
 Cyber-crimes and hatred nationalism can be easily communicated through mass media
and with the help of fake viral videos.
 Too much T.V. viewing can act as a drug and can create physical and mental problems
like disordered personality and sometimes cases of hallucinations are related with too
much attachment with idiot box.
 Internet has also opened the gate for porn industry, online sex, stalking, etc. · Cyber
world sometimes promote fake identities with the result of which, real identity and
world get sidelined.
 Crime related T.V. serials, movies, etc. can create attraction towards the crime and
mafia world. For e.g. the famous Virginia Tech University case, imitation of stunt
of W.W.F. by children at home which causes accident, etc.
Relations are getting more commercial, cyber, fake, practical, etc. because of this
effect of mass media. For e.g. serials like Emotional Atayachar, how to steal your girlfriend,
Splits villa, etc. create condition of cheating and deception with partners. Mass media is a
double edged weapon. It has pros and cons. It depends on the rational outlook of masses
how to use it for the betterment of society.

.
Q.2 Explain the fundamentals of feminists ‘critique of media regarding women’s portrayal.
Answer:
 4

Feminist media theory relies on feminist theory. That is, it applies philosophies,
concepts, and logics articulating feminist principles and concepts to media processes such as
hiring, production, and distribution; to patterns of representation in news and entertainment
across platforms; and to reception. Unlike approaches that hide their politics, feminist
theorizing is explicitly political. It addresses power. Feminist media theory takes gender
seriously as a factor that structures identity and experiences – without assuming permanent or
static gender differences. An assumption that long dominated feminist media theory was this:
if women controlled media production, content would be different and better. Intersectional
theorizing on sexuality has largely ignored women of color, sexual minorities, people
marginalized by physical or cognitive (in)ability. Feminist media theories and the entire field
of feminist media studies are increasingly explicit about the importance of international and
multidisciplinary work seriously addressing media convergence and globalization.

Q.3 Compare and contrast liberal and radical feminist perspective regarding the woman’s
portrayal in media.
Answer:
What Is Radical Feminism?
Radical feminism is a branch of feminism that seeks to dismantle the traditional patriarchal power and
gender roles that keep women oppressed.
The word radical means ‘of or relating to the root’ – thus, radical feminists see patriarchy as the root
cause of gender inequality, and they seek to up-root this.
Radical feminists believe that the cause of gender inequality is based on men’s need or desire to control
women. They argue that global change in the patriarchal systems is required to achieve liberation for
women.
They also assert that patriarchal systems are in place in an attempt to gain control over women’s
bodies, such as laws about abortion and contraception.
According to radical feminists, women are objectified, and many experience violence from men as a
way for them to gain control and dominate women. They argue that violence against women is not down
to a few perpetrators, but it is a wider, societal problem.
What Are The Goals Of Radical Feminism?
Radical feminists aim for structural change in the patriarchal systems that are oppressing women.
They argue that real liberation for women cannot be achieved unless societal institutions are changed.
They also aim for women to have bodily autonomy through giving women the freedom of choice for what
they do with their lives and their bodies. This includes giving them the right to safe abortions and
contraception.
Radical feminists also want to shed light on the disproportionate amount of violence that women face
at the hands of men. Many radical feminists believe that pornography and sex work increase the
objectification of women, and this contributes to more violence and subordination of women.
Likewise, radical feminists aim to put women-centered strategies in place to help women, such as
having shelters for abused women and women-only spaces. Some radical feminists are known for being
trans-exclusionary radical feminists (TERFs) since they do not view transgender women as real women.
 5

Thus, many would seek to exclude transgender women from women-centered strategies. This stance has
led to a lot of criticism from other branches of feminism.
What Is Liberal Feminism?
Liberal feminism is a popular branch of feminism that emphasizes the value of freedom which can be
achieved through political and legal reform.
The ideas of liberal feminism are rooted in liberalism, a political philosophy that encourages the
development of freedom, particularly in the political and economic spheres. According to liberal
feminism, there is gender inequality because women do not have the same rights as men. They claim that
once this is achieved for women, that this will eradicate the inequalities that persist. They also believe that
sexism is the fundamental cause of discrimination against women.
Liberal feminists have most notably fought for women’s right to vote, to work, to have an education,
and to have equal pay to men. Many liberal feminists believe that their fight for these rights means that
their battle is largely won.
However, many others believe there are still issues to work on such as the gender pay gap, and
representation in politics and the media.
What Are The Goals Of Liberal Feminism?
Liberal feminists want women to be granted the same social and political rights as men, have equal
pay for doing the same work as men, and be equal in marriage and partnership.
Many of these changes are thought to come through legal and legislative reformation.
As well as this, liberal feminists aim for equality in the representation of women in the workplace,
politics, and the media. They would want to see more women in positions of power and being equally
represented to men in film and television.
Reforming the system is a big part of liberal feminism.
They believe that gender justice is best achieved by modifying existing social institutions and political
systems which have the capacity to adjust. Liberal feminism is also individualistic rather than group
based. This means that rights are granted to individual women who are assumed to be equally deserving
of these rights, rather than granting rights to a whole group.
Differences
When they emerged
Liberal feminism is thought to have emerged in the 18th and 19th century through the work of early
feminist scholars such as Mary Wollstonecraft, who advocated for educational and social equality for
women, and John Stuart Mill who defended the civic and legal equality of women and their right to vote.
There was then a rise in liberal feminism during the first wave of feminism in the 19th and early 20th
century when women fought for their right to vote.
Radical feminism primarily developed during the second wave of feminism from the 1960s onwards.
It is thought to have been developed in opposition to liberal and Marxist feminism at the time.
Although becoming popularized from the 1960s, there are believed to have been radical feminist
activism and ideas during the first wave of feminism. For example, some of the actions of the women in
the suffrage movement can be considered radical.
The cause of gender inequality
Liberal feminism does not generally consider what the root cause of gender inequality is. Instead, they
claim that the oppression of women comes from their lack of political and civil rights and that once they
 6

have these rights, they will be equal to men.

However, they do not explain why it is that women were not granted these rights in the first place.
Radical feminists would claim that they go a step further than liberal feminists by wanting to tackle the
root of gender inequality – the patriarchy.
The patriarchy and its structures and institutions which follow patriarchal ideals are thought to be the
cause of all gender injustice.
Radical feminists would criticize liberal feminism since they claim that only seeking to add more
women into the already established systems is not enough. Just because there are more women in
positions of power does not mean there is not still sexism and misogyny, radical feminists would reason.
They would argue that the whole system needs to be uprooted and changed for women to be free from
gender inequality.
In tackling gender inequality
For liberal feminists, gender inequality is thought to be eliminated once women gain the same rights
as men. This is done through reforming the legal, political, social, and other existing systems.
However, for radical feminists, it is believed that reforming the systems that are already in place will not
do enough to make real change. Instead, they suggest that to eliminate gender inequality will require a
radical restructuring of society and its systems.
They believe that removing male supremacy from all spheres of society is the only way that women
will be truly liberated.
Thoughts on marriage and the family
There are differences between radical and liberal feminism when it comes to ideas about the private
sphere. Liberal feminists are generally not against heterosexual marriage and having children, as long as
this is what the woman wants. If the woman is being treated as an equal by their partner and chooses how
to raise their family, this is a feminist choice. Although this is not the case for everyone, many radical
feminists would choose to not marry or engage in any kind of heterosexual relationship with men. Some
may engage in political lesbianism as a way to be segregated from men.
Many hold the view that traditional marriage is a patriarchal institution since this makes women part
of men’s private property. Even in modern marriage, radical feminists argue that women who are married
to men are under patriarchal rule and are still made to complete much of the unpaid labor in the household
compared to their husbands.
Similarities
Despite the many differences between radical and liberal feminism, there are some similarities
between these branches.
Liberal feminists generally support radical feminists’ views that abortion and other reproductive rights
should be granted to women. They would also believe that women should have control and autonomy
over their own lives and bodies.
Radical and liberal feminists both work to encourage gender equality in the private as well as public
spheres. They have both also achieved legislative change for women’s rights and aim to end domestic
violence obstacles that stop women from achieving an equal level to men.
A criticism of both radical and liberal feminism is that they are mainly prominent in western cultures,
aiming to tackle gender inequality, particularly for western women. Intersectional feminism would
suggest that radical and liberal feminism may fail to account for different groups of women and how
 7

oppression affects them uniquely.

For instance, women who are of different ethnicities, gender identities, sexualities, disabilities, and
social classes would have different experiences of gender inequality.

Q.4 What are the factors that make TV characters more appealing as role models?
Answer:
Social learning theory
According to social learning theory (Bandura, 1971), we learn by observing and imitating others.
Psychological research suggest that role models can be more important in affecting attitudes and values
than rational processing of information, as they tap into the way in which our brain processes information
and learns. For example, Petty and Cacioppo (1986) proposed two key routes by which we learn and
develop attitudes, known as the ‘elaboration likelihood model’. The first is a ‘central route’ where we
consciously take in information, assess its value and decide what to believe. The second route is the less
conscious ‘peripheral’ route, affected by factors such as the attractiveness of the person presenting the
message, or associated emotional cues. This method of assessing information is less rational as it is
affected by factors that are not logically related to the quality or credibility of the message. Nonetheless it
can be just as powerful in affecting attitudes, if not more, than the more rational ‘central’ route.
Role models
Cruess et al., (2008) draw attention to the means by which the observed behaviours and attitudes of
role models are converted into belief patterns and behaviours and caution that we should be aware of the
conscious and unconscious components of learning from role modelling.
Fictional characters can act as role models, and because their impacts upon our values and attitudes
operate through subconscious processes, we are more vulnerable to their influence, for better or worse.
For example. Slater and Rouner (2002) report that absorption in fictional narratives reduces resistance to
underlying messages. This is explained with reference to the extended elaboration likelihood model which
proposes that immersion in a dramatic story makes viewers/readers less critical and less likely to
challenge the underlying message. Additionally, emotional identification with the aims of protagonist can
lead readers to adopt the protagonist’s views as their own (Busselle & Bilandzic, 2008; Hoeken, Kolthoff,
& Sanders, 2016). There is evidence also of an ‘absolute sleeper effect’ whereby the persuasive effects of
the message embedded in the fictional narrative persist over time and become integrated into real-world
knowledge (Appel & Richter, 2007). Such effects may occur through the process of narrative
transportation, whereby immersion in a story line amplifies story-consistent beliefs and values (Green &
Brock, 2000).
Green Stories approach
Much of the research carried out on fictional role models, indicates that attractive characters behaving
in sustainable ways that readers/viewers can identify with are the most effective way for stories to
promote sustainable lifestyles (Baden, 2018, 2019, 2020).
Currently, there are few attractive ‘green’ characters on our screens and in our books. If there is an
environmentally conscious person in a story, he/she is more likely to be presented as preachy and
annoying than as a likeable character we can relate to. Even worse, many of the most popular series on
our screens have characters whose lifestyles of fast fashion, fast cars and excessive consumption have
 8

adverse impacts upon our planet.

This is why the Green Stories project aims to harness the power of fictional role models to promote
sustainable behaviours and values. The literature indicates that an effective approach is to increase
feelings of empowerment by incorporating solutions into stories (Baden, 2019; Baden, 2020). There is
evidence that the feeling of narrative transportation and identification with strong characters that solve
problems increases the feeling that one can make a difference. Storytelling provides a familiar and
engaging mode of transmission that provides archetypal frames to process ideas (Sugiyama, 1996).
Furthermore, stories can allow complex concepts to be explained within their natural context that allows
the inter-relationships e.g. between consumption and waste, to be played out organically as part of a plot.
Narrative and plot devices can also allow readers to identify with the moral choices being played out and
identify with characters as they explore sustainability issues in their personal lives.

The writing competitions encourage entrants to incorporate positive role models into their stories, and
the video competition aims to encourage writers to move away from characters with lifestyles of
excessive consumption that are implicitly promoting environmentally harmful ways of life.

Q.5 Write notes on the following:

1. Women’s Portrayal in Pakistani TV Drama
2. Women in Print Media
Answer:
Women’s Portrayal in Pakistani TV Drama
Societies In this day and age, no one can deny the great power of television. Despite the cyber
revolution, television, too, is a powerful medium to inform, educate, entertain and create awareness. It
also advocates, whether subtly or forcefully, and it definitely affects how the audience thinks.

Among the most watched programmes on television in Pakistan today are the episodic television
serials, popularly known as ‘dramas.’ Most of these dramas centre around the family, especially women,
often as independent individuals and most often as mothers, sisters and wives. Women are critical to
almost each and every story but how are they portrayed in our television plays? This is one of the more
contentious issues under debate since the advent of television, not only in Pakistan, but also globally. As a
media monitor, I feel that the majority of Pakistani dramas today are a strange mix of progress and
regress. While some serials do carry a few liberal, progressive and gender-sensitive messages, most of
them reinforce patriarchal values and denounce orthodoxy in the same stride, almost as if they co-exist.

It is indeed confusing and very difficult for the general viewing public to understand the contradictory
messages underpinning several storylines in the modern-day drama. For example, why is the woman
blamed for breaking up a man’s marriage when the man in question has clearly shown his interest in her,
right from the day she marries his friend/partner (Saman in Maat)? Too often, working women are
depicted as strong and independent, yet also negatively portrayed as cunning and vampire-like (In Durr-e-
Shawar the male lead, Haider, laments the fact that his wife, Shandana, is a working woman).
 9

Women are increasingly shown being brutalised by men — slapped, beaten up, humiliated, abused —
and, conversely, men are depicted as the exclusive decision-makers, who simply order the women in their
lives around, telling them what to do or what not to do. What is extremely worrying about such scenes
depicting male dominance and male chauvinism, is that they invoke similar negative behaviour, especially
among males in the general public. The ordinary man or woman becomes subject to this reinforcement of
stereotypical images of women, and adapts and accepts these stereotypes as normal and natural.

The portrayal of women in Pakistani television serials is far removed from reality. Whenever a man
resorts to adultery, the woman is blamed as the temptress; matrimony is glamourised to the extent that the
ultimate goal of a girl’s life is to be married and modernism is a bane rather than a boon. These serials
reinforce damaging stereotypes about women and project a highly negative image of women. In almost
every serial, the implication is that the woman is to be blamed for whatever is wrong in her own life, or
even in the life of her family and people she interacts with or is related to.

I will only highlight a few examples to support my argument that sexist attitudes and stereotypes
remain one of the major areas of concern in Pakistani television serials. Foremost is the manner in which
honour is depicted, often in highly distorted contexts. Every other drama uses the term ‘honour’ to
exonerate criminals of the most heinous crimes. A brother’s or father’s reaction (even to the extent of
committing murder, the so-called ‘honour killing’) when a sister/daughter is suspected of immorality, is
portrayed in such a manner that the crime (the murder of the sister/daughter) is glorified and the victim
condemned. Very rarely, almost never, do these serials convey the idea that ‘honour’ does not have a
physical manifestation and is purely related to a person’s character. Honour can never be taken away by
the use of force. If anyone’s honour is to be questioned, it should be the ‘honour’ of the perpetrator of the
crime, not that of the victim (the woman).

Another disturbing aspect of many dramas is the overly negative emotions attached to having a
daughter. Words and phrases constantly refer to the presence of a young daughter as a burden, a load that
needs to be shed as soon as possible. The expressions of relief exhibited by an entire clan on getting a
daughter married very strongly reinforce the age-old notion that ‘a woman’s real home is her susral (in-
laws) and that a woman must have the protection of a husband to survive in this ‘cruel’ world.

Connected to this patriarchal approach is the issue of a divorced woman, or one in the process of
getting a divorce. Reactions include sarcasm, taunting the woman and downright matam (mourning). The
blame is placed squarely on the woman for not being able to keep her marriage intact or her husband
happy. A woman who asks for a divorce is portrayed as committing an unpardonable act. A man can say
talaq three times to his wife for no reason with impunity, but a woman wanting to get out of an abusive or
difficult relationship is still made to look socially unacceptable.
I also have problems with many of today’s serials where women are reduced to being mere objects,
and their looks are considered their biggest asset. Then there are serials where the most unnatural
scenarios are presented (even though the problem could be genuine). For example, two creepy old men
are shown ogling the young maids who work in their home, in the programme Shauqeen. Their behaviour
is clear-cut sexual harassment but presented as a joke, something the two maids are also shown enjoying.
 10

However, it is important to consider whether it’s enough to simply criticise Pakistani serials, or even
condemn those aspects that negate women. No doubt these stereotypical images are a result of deeply
embedded social practices and interpretation, but it is also important to focus on the entire production
team of television plays and ‘soaps’ that takes an active part in constructing and reinforcing these images.
It is essential that dialogue and debate be opened with media critics and activists to develop awareness of
the issues raised in this article. I firmly believe that a conscious effort needs to be made to realise the
power of an alternative view. Like alternative cinema, we must also endeavour to have ‘alternative
television.’ In the absence of public debate on the subject of the portrayal of women in television serials,
writers, directors and producers are free–and in some cases encouraged–to portray women in
stereotypical, negative ways. This mostly stems from a centuries-old belief system that is so ingrained in
our consciousness that many think of it as normal. It is not normal, nor is it according to moral or ethical
values or the tenets of true religious ideals, yet it is given even greater legitimacy through these well-
packaged serials. For those of us who don’t consciously subscribe to such negative, stereotypical images
of women as part of our own belief system, we find ourselves targets of our television channels that
bombard us with obscurantist messages about what it means to be a woman today.
There is a need for a constant watch on the media portrayal of women and there is a requirement for a
specific channel via which the general public can voice their views about media content and the policy of
continued portrayal of women in age-old patriarchal and stereotypical roles.

Women in Print Media

Due to the rapid growth of communication technologies, media has become more influential agent of
socialization in Pakistan. Now media is influencing and reshaping the philosophies, beliefs, actions and
thoughts of the society. The coverage of gender and women issues is still a great debate among scholars
and social scientists. As in developing states, media still tends to portray women as an object. The study is
focused to uncover the representation of women by Pakistani media that how women related issues are
covered by the Pakistani Urdu and English newspapers on the front pages of the respective dailies on one
end whereas women related coverage in the news bulletin from 9 to 10 PM on other end from January to
June 2017. The study reveals the women related coverage on political, employment, education, health
issues, violence against women, marriage and women captions; these issues will be analyzed in three
directions including positive, negative and neutral stance. The study focuses that which issues are
considered important by the selected media and how women issues are represented by the selected
electronic and print media. The agenda setting focusing on media agenda and framing theories of Mass
Communication which supports the study in hand using content analysis technique where the contents
related to above mentioned issues are analyzed, the study presents that the women political matters are
given more importance by the media whereas least coverage to education related matters, the maximum
significant response observed related to the selected issues with a positive stance on increase.

End