IMAGE OF WOMEN IN MEDIA

She is Confident, Suave, talented, and yes most important independent.
The times have changed and so is the image of Women in Media in the last 20 years. Today in this new found image, the woman of today is recognized as strong, Independent and exuding all confidence that the world demands. But the same world gives little space for her to adjust. Taking a panoramic view of the different images of women in Media, its hard to ignore the two varied images. Where one-hand stands the daring Barkha Dutt, on the other ekta Kapoors dutiful wife is confined to the four walls of the house. The war between the conventional women and the Modern age women is on. It is true that a women has have carved a niche for herself, but its equally hard for her to survive. India is and will remain a Male dominated society. Men and Media somewhat enjoy the subjection of women today also. Where some are unacceptable to a certain section , some are welcomed by majority. It all revolves around the perception of the masses and yes, not to forget what is morally right. For instance, take Cinemas, there is commercial Cinema that’s meant for pure entertainment, there are documentaries made by women about women, they are doing well in every field like music, dance etc. A woman easily fits into any role and has the capacity to take important decisions as men.

I believe there is a need of a balanced portrayal of women and girls in their multiple roles and use of non-stereotyped, balanced and diverse images of women in the media.
The continued projection of negative and degrading images of women in media communications - electronic, print, visual and audio - must be changed. Print and electronic media our country does not provide a balanced picture of women's diverse lives and contributions to society in a changing world. In addition, violent and degrading or pornographic media products are also negatively affecting women and their participation in society. The world- wide trend towards consumerism has created a climate in which advertisements and commercial messages often portray women primarily as consumers and target girls and women of all ages inappropriately. For instance in order to sell any household products, women is shown as a submissive homemaker whose contentment lies in the happiness of her family.
Therefore we conclude that where on one side there is positive projection of the image of women there is negative as well. It shows that the changes are going on for good but then, there are requirements that need to be fulfilled in order to achieve a greater stability in the society. Television is widely known to represent and reinforce the mainstream ideology of contemporary culture that is patriarchy. While television representations of women have changed greatly but the question is in order to accommodate the changing role of women in society, how much the ideology has changed behind the more modern representations of women? Television is regarded by many viewers to be the most 'real' form of media and if this is the case, then it is important for us to question how real the representations of women are on television and how this affects the attitudes of those who watch.