About the Author(s)
Qulzam Bibi is a dedicated student pursuing a Bachelor of Science in Physics at Fatima Jinnah Women University.
Representation of Women Rights in Media: Examining Cultural Shifts in Traditional
Societies Through Media
Introduction.
In the past few decades, media has emerged as an essential tool in shaping societal perceptions and driving cultural shifts. It not only reflects societal values but also acts as a catalyst for social change. One of the most significant areas where media has exerted its influence is the representation of women’s rights, especially within traditional societies. Historically, these societies have maintained rigid gender norms, where the roles and rights of women were tightly controlled by patriarchal structures. However, media, in its various forms—television, print, and digital—has become a battleground where traditional values clash with progressive ideals of gender equality.
The media’s portrayal of women’s rights plays a dual role: on the one hand, it reflects the societal norms of a given time, while on the other hand, it can drive societal transformation by challenging those very norms. This dynamic is particularly evident in traditional societies, where entrenched gender roles have historically relegated women to the margins. This article seeks to
explore how the representation of women in media has evolved, particularly in traditional societies, and how this portrayal has contributed to significant cultural shifts. In doing so, the article will examine key literature in the field, provide critical analysis, and highlight the role of new media in amplifying women’s voices.
Literature.
The study of media representations of women is vast, revealing a long history of both marginalization and empowerment. One of the pioneering works in this field is Gaye Tuchman’s (1978) concept of “symbolic annihilation.” Tuchman argued that media often minimizes or completely erases the presence of women in prominent roles, thus symbolically annihilating their existence and contributions to society. In her research, she demonstrated how, particularly in the mid-20th century, women were often depicted in media as homemakers, secondary to men, or reduced to mere stereotypes. This form of erasure not only perpetuates traditional gender roles but also reinforces the notion that women are less important in public and professional spheres. The idea of “symbolic annihilation” is further supported by later scholars like Karen Ross and Carolyn Byerly (2006), who examined how women were either underrepresented or portrayed in ways that reinforced gendered hierarchies. Their research pointed out that even when women appeared in media, they were often depicted in domestic roles, as sexualized objects, or in contexts that reinforced patriarchal authority.
On the other hand, the work of Laura Mulvey (1975) in her theory of the “male gaze” brought forward the idea that media, particularly visual media such as film, frames women from a male perspective, positioning them as objects of male desire. Mulvey’s theory became foundational in feminist media criticism, as it not only analyzed the portrayal of women but also critiqued the broader structure of media production that upheld patriarchal views. The “male gaze” theory
highlighted how traditional media rarely allowed women to be the subject of their own narratives, instead focusing on how they are perceived by men. This male-centric representation was challenged in the works of scholars like bell hooks (1992),
who emphasized the intersectionality of race, class, and gender in media portrayals. Hooks introduced the idea that mainstream media does not only reinforce patriarchal values but also white, middle-class norms. Her work expanded feminist media criticism to consider how marginalized women—women of color, working-class women, and LGBTQ+ women—were often absent from media portrayals or depicted in ways that reinforced harmful stereotypes. Hooks argued that while mainstream media often perpetuates these narrow depictions, alternative media forms and grassroots journalism have the power to resist these norms and offer a more inclusive and empowering vision of women’s rights.
In more recent years, the rise of new media technologies, particularly social media, has introduced a new dimension to the representation of women’s rights. Sut Jhally (2006), a prominent media scholar, explored how digital platforms have democratized media production, allowing for more diverse and progressive portrayals of women. Jhally argued that the participatory nature of new media—where individuals can produce and share content without gatekeepers—has created spaces for women to challenge traditional norms and narratives. Social media campaigns such as #MeToo, #TimesUp, and various other digital movements demonstrate the power of new media in elevating women’s voices and exposing systemic gender inequalities.
Case Studies from Different Traditional Societies.
South Asia: The Case of India.
In India, media has played a dual role in both reinforcing and challenging gender norms. Historically, Bollywood portrayed women in passive, domestic roles, reflecting patriarchal expectations. However, over the past two decades, progressive films like Queen and Piku have depicted women as independent, challenging traditional gender roles. Indian television and digital
platforms have also addressed issues like gender-based violence and women’s education, with the 2012 Delhi gang-rape case bringing national attention to women’s rights. Despite these advancements, conservative forces still resist change, as many TV shows continue to perpetuate traditional stereotypes, highlighting the ongoing struggle for gender equality in India.
Latin America: The Case of Mexico.
In Mexico, media has traditionally reinforced gender roles that placed women in subordinate positions, often depicting them as caregivers or romantic figures in telenovelas. However, in recent years, Mexican media has begun challenging these
portrayals, with more diverse representations of women in leadership and unconventional roles, as seen in Rosario Tijeras. The rise of feminist movements, like #NiUnaMenos, has also been amplified by media, highlighting issues such as femicide and gender-based violence. Despite these progressive changes, patriarchal norms persist, particularly in rural areas, resulting in a mix of empowering and conservative portrayals of women.
Role of International Media versus Local Media in Shaping Women’s Rights.
Perceptions.
International and local media each play distinct yet interconnected roles in shaping perceptions of women’s rights, influencing societal attitudes and cultural changes in different ways. International Media: Global Narratives and Advocacy
International media raises global awareness of women’s rights, highlighting gender-based issues like violence, pay inequality, and reproductive rights. Prominent outlets such as BBC, Al Jazeera, and platforms like UN Women help amplify movements like #MeToo, applying pressure on governments and institutions to adopt progressive policies. However, international media can be critiqued for applying a Western lens to gender issues, sometimes overlooking local cultural contexts.
Local Media: Cultural Norms and Grassroots Movements.
Local media directly interacts with societal norms, often reinforcing traditional gender roles. However, it is increasingly challenging these norms by providing platforms for feminist discourse, especially through digital journalism and grassroots activism. Local media has played pivotal roles in movements like #BringBackOurGirls in Nigeria and coverage of India’s 2012 Delhi gang-rape case, driving national conversations about women’s rights.
Intersection and Mutual Influence.
The relationship between international and local media is symbiotic. International media amplifies local issues, while local media provides cultural context. Together, they help ensure that global movements for women’s rights are inclusive, grounded in both universal principles and local realities.
Critical Analysis.
The portrayal of women in traditional media and its relationship to societal attitudes is complex. In traditional societies, gender roles have historically been deeply ingrained, with women often confined to domestic spheres or seen in subordinate roles. Media, reflecting these societal values, has often perpetuated these roles by depicting women as caretakers, wives, and mothers, with little room for other identities. These portrayals contribute to the maintenance of gender hierarchies, reinforcing the idea that women’s primary role is within the home, while men dominate public and professional spaces.
For instance, in the context of many South Asian, Middle Eastern, and African societies, women have been historically shown in media as passive, submissive, or dependent on male figures. Television dramas, movies, and advertisements have often reinforced the notion that a woman’s success lies in her ability to maintain a household or fulfill her role as a wife or mother. These representations not only marginalize women but also limit their visibility in fields such as politics, science, or leadership. However, the gradual emergence of feminist media critiques and the influence of global feminist movements have begun to challenge these portrayals.
Over the past few decades, there has been a noticeable shift in how women’s roles are represented in media. Television shows, films, and news reports have increasingly highlighted women’s achievements in areas such as education, politics, and business. Media campaigns that focus on gender equality, women’s empowerment, and the challenges women face—such as domestic violence, unequal pay, and access to education—are fostering greater acceptance of progressive gender roles.
The advent of digital media has significantly accelerated this cultural shift. Social media platforms like Twitter, Instagram, and Facebook have created spaces where women’s voices can be amplified, free from the constraints of traditional media gatekeepers. Campaigns like #MeToo and #TimesUp have demonstrated the power of digital media in highlighting systemic issues such as sexual harassment and gender-based violence, which were often underreported or ignored in traditional media. These movements have also mobilized collective action, leading to tangible changes in both societal attitudes and legal frameworks related to women’s rights.
Furthermore, new media representations of women’s rights are not static; they continue to evolve as societal attitudes shift. For instance, the increased visibility of women in leadership roles—whether in politics, business, or social activism—has been mirrored in media portrayals. Films, television shows, and news programs are increasingly featuring women as central characters, decision-makers, and agents of change, rather than passive subjects. The rise of intersectional feminism, which acknowledges the diverse experiences of women across race, class, and sexuality, has also led to more nuanced portrayals of women’s rights in media.
However, despite these positive developments, it is important to remain critical of how media portrays women’s rights. While there has been progress in representing women’s experiences more accurately and inclusively, there is still a risk of commodification and superficial representation. For example, some media outlets and corporations capitalize on feminist movements without making meaningful contributions to the cause. They may promote “empowered” women in advertisements or entertainment, but fail to address the structural inequalities that limit women’s rights in the real world.
Moreover, cultural contexts greatly influence how women’s rights are represented in media. In some traditional societies, media content faces resistance from conservative elements that seek to preserve established gender norms. This creates a tension between progressive portrayals of women in media and the realities of traditional values, which can sometimes hinder the advancement of women’s rights. For example, in certain countries, women may be depicted as strong and independent in media, but still face significant legal and societal barriers to achieving equality in their personal and professional lives.
Conclusion.
The representation of women’s rights in media is a powerful tool for examining and driving cultural shifts, particularly in traditional societies. While traditional media has historically reinforced gender disparities, the rise of feminist media criticism and the advent of new media technologies have opened up opportunities for more diverse and progressive portrayals of women. The interplay between media representations and societal attitudes underscores the potential for media to both challenge and perpetuate gender norms.
As media continues to evolve, it is essential to support and promote narratives that reflect the true diversity of women’s experiences and rights. Ensuring that media representations are inclusive, intersectional, and critical of existing power structures will contribute to the broader cultural shift towards gender equality. Continued critical engagement with media portrayals is vital for advancing women’s rights and fostering a more equitable and just society.
