प्रिया जर्नल
CGAMP Workshop on Portrayal of Gender in Media December 03, 2004
Feeling the need to revisit some of the old themes for the orientation of the new staff, the Committee on Gender Awareness and Mainstreaming in PRIA (CGAMP) reorganised a workshop on the “Portrayal of Gender in Media” on December 3, 2004 at the Head Office. The objectives were to identify the stereotypes either promoted or challenged in different agencies of media, to relate it to our everyday lives and become sensitive to the stereotypes that prevail in society.
For the purpose, all staff members were divided into five thematic groups and one CGAMP member coordinated the discussions of each group. Each group was given 15 minutes for discussion and 15 minutes for presentation to discuss the gender stereotyping in magazines, advertisements, newspapers, T.V. serials, and Indian films. Some of the issues debated during the presentations were that if both partners work, should there not be a mutual sharing of responsibilities, women being considered the custodians of our traditional values and customs and thus the pressure on them to always act morally and be infallible, and ironically despite giving them the status of a goddess, the use of women to sell a product in most advertisements and portrayal of her body as a sex object to catch viewer/reader attention.
Everyone present unanimously agreed that the media can also act as a catalyst of change. However, it was advised to not expect a lot from it. The participants thus decided to play a proactive role in making it realise its potential and providing it with the right perspective towards reinforcing the changing gender relations. One way of doing this was to arm each one with knowledge about the codes of conduct from the Advertising Council of India/Press council etc.
In the concluding session, Dr. Rajesh Tandon, President PRIA stressed that what the media portrays is a mere reflection of the society of which we all are a part. The need, therefore, is to look within our own selves, our families, neighbourhood, workplace etc. and ensure that we do not reinforce such stereotypical images of women and men in our own ways.
For the purpose, all staff members were divided into five thematic groups and one CGAMP member coordinated the discussions of each group. Each group was given 15 minutes for discussion and 15 minutes for presentation to discuss the gender stereotyping in magazines, advertisements, newspapers, T.V. serials, and Indian films. Some of the issues debated during the presentations were that if both partners work, should there not be a mutual sharing of responsibilities, women being considered the custodians of our traditional values and customs and thus the pressure on them to always act morally and be infallible, and ironically despite giving them the status of a goddess, the use of women to sell a product in most advertisements and portrayal of her body as a sex object to catch viewer/reader attention.
Everyone present unanimously agreed that the media can also act as a catalyst of change. However, it was advised to not expect a lot from it. The participants thus decided to play a proactive role in making it realise its potential and providing it with the right perspective towards reinforcing the changing gender relations. One way of doing this was to arm each one with knowledge about the codes of conduct from the Advertising Council of India/Press council etc.
In the concluding session, Dr. Rajesh Tandon, President PRIA stressed that what the media portrays is a mere reflection of the society of which we all are a part. The need, therefore, is to look within our own selves, our families, neighbourhood, workplace etc. and ensure that we do not reinforce such stereotypical images of women and men in our own ways.
