Exploring the Role of Media in Women’s Political Empowerment

Abstract

Purpose: There is less attention on the role of media in shaping women’s role for making
local governments vibrant and deepening democracy among every segment of the people
in the Indian society. The 73rd and 74th constitutional amendments passed in 1993 by
providing 50 per cent reservation of seats for women in rural and urban governments. In the
meantime, Beijing Platform for action 1994 addressed the role and responsibility of media
to bring positive news about women in governance and passed the resolution on the same.
By looking at the existing decisions, the purpose of the study is to discuss explicitly the role
of media in encouraging and sustaining women’s representation in the local governments to
address the concerns of gender issues and making local governments vibrant institutions for
deepening democracy.

Research Design/ Methodology: The existing Covid situation made the authors to use
existing data and resources in the form of books and journals to explore media, gender and
governance. We used electronic databases to draw the data. The authors extensively referred to
UNICEF resources for Gender and Media and UN Women for Gender and Governance. The
significance of increasing women representation in media and governance was understood
through various scholarly articles to understand Gender, Media and Governance.

Findings: In the 21st century, significant changes have happened in India. The economy
has been globalized, and politics has been localized. In this crucial juncture, the media tried
to impose the existing gender roles on women to make the women realize the significance
of care work. This needs to be addressed by sensitizing the entire media. Women can be
portrayed positively. Not only bringing more stories on women, but it is also the role of
media to recruit more females to make the entire media space gender just. Market and
liberalized economy impose already exiting gender roles on women to sustain private space.
This will help males to work in the market-based economy. Media being part of the market
economy, may not realize the ideology of neoliberal economic policies and act as the market
to impose existing gender roles on women. Media, an important social institution, has a
significant role in deepening democracy.

Originality/Value: The critical mass theory proposed to balance both genders in organizations
and institutions. The existing data discussed in this paper showed that women do not
represent the media organizations well. This needs to be addressed by the media to bring
gender-sensitive stories and news items. The study conducted by UN Women pointed out that
women journalists mainly cover women issues. Male Journalists need to be gender sensitized
to present news items and stories sensitively. Increasing women’s representation in local boy
institutions is a significant affirmative action. Media is the only significant institution to bring
positive changes about women leadership and the significance of deepening democracy