Gender Disparity in Media Advertising : A Non-Probability Sampling Analysis From Sociological Perspective

Abstract

Media’s role in a democracy is to bring mass awareness on political, social and economic issues. However, media channels tend to give preference to political and economic news items over social issues, especially the issue of women. This has led to the issues on women take a backseat Media can play a significant role in sensitizing the society about gender issues. But, before that, the media itself needs to be sensitized in covering women issues. The distribution of power between the two sexes both physical and economic is unequal, leading to discrimination against women. Media exerts immense influential power on the masses and this cannot be undermined. Portrayal of women as equal has not been given the priority it deserves by the media. Women issues should be dealt in a sensitive, responsible way by the media. The electronic media and particularly TV has become the most influential medium of mass communication. It is a disturbing trend when media negatively portrays women as “the weaker sex” who should remain subservient.