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Quadrant-I (e-Text)

Module name/ title: Feminist Theory and Media Content Paper: , Media and Society

Component I: Personal Details

Role Name Affiliation Principal Investigator Prof. Biswajit Das Centre for Culture, Media & Governance, Jamia Millia Islamia, Delhi

Co-Principal Investigator Dr. Durgesh Tripathi University School of Mass Communication, Guru Gobind Singh Indraprastha University, Delhi Paper Coordinator Dr.Mausumi Centre for Journalism & Bhattacharyya Mass Communication, (CJMC), Visva-Bharati ,

Santiniketan, West Bengal

Content Writer/ Dr.Mausumi Centre for Journalism & Author(s) Bhattacharyya Mass Communication, (CJMC), Visva-Bharati ,

Santiniketan, West Bengal

Debastuti Dasgupta Research Scholar , (CJMC),

Visva- Bharati, Santiniketan,West Bengal

Content Reviewer Prof. Biswajit Das Centre for Culture, Media & Governance, Jamia Millia Islamia, Delhi

Language Editor Mr. P K Satapathy Department of English, School of Open Learning, University of Delhi

Component II: Description of the Module

Items Description of Module Subject Name Media and Communication Studies Paper Name Gender Media and Society Module Name/Title Feminist Theory and Media Content

Module ID P8-M20

Media M20 - Feminist Theory and Media content &Communication P8 - Gender, Media and Society Studies Quadrant-I (e-Text)

Pre-requisites The reader must have knowledge about

communication theories and feminist

theories.

Objectives To depict the relationship between

different feminist theories and media

content.

Keywords Feminist Theory, Media Content,

Communication Theory, Gender

Portrayal in media

Introduction

The role of media and press are understood as major component for social development. The level of social advancement is often ascertained in terms of the mass culture of the society. The role of press is understood from normative theories of mass communication: 1. Authoritarian theory: As per this theory media is not directly under the control of the State and ruling classes but is expected to respect the lawmakers. In this theory, journalists can be empowered with censorship. 2. Libertarian theory/ Free press theory: In this theory the foundation stresses on the basic right of any human begin to his freedom of speech and expression. 3. Social Responsibility theory: This theory focuses on the need of the responsible press as a preconceived notion in its own. 4. Soviet Media theory: This theory lays a stress on the ideology ‘the ruling class ideas are in every period the dominating ideas’. 5. Development communication theory: This theory focuses on laying the foundation of development through the means of media content. 6. Democratization theory: This theory of press explains the need of giving the power of medium in the hands of layman or communities for process of development. The media influences various aspects of everyday’s life such as class, religion, gender, etc. Amongst these, gender is an important parameter of the social structure. Gender studies is an interdisciplinary discipline which focuses on gender politics as a means of bringing about social change and an egalitarian society.

Media M20 - Feminist Theory and Media content &Communication P8 - Gender, Media and Society Studies Quadrant-I (e-Text)

This area comprises of women’s studies (related to , women, politics and gender), queer studies and men’s studies.

Media and Gender Studies: The Beginning is an important part of mass communication. The work of feminists in the field of communication originated during the early 1960s – 70s women’s movement. The seminal work of Betty Friedan - The Feminine Mystique (1963) catalysed women’s movement in North America and Western Europe assumed a global momentum. She was critical on mass media and its representation of women. The period of 1975-85 was acknowledged as Women’s International Decade by United Nations. It was indeed a political movement well supported by feminist academics and practitioners from different walks of life. Gallagher (1992) noted that “ the media was held for being deeply guilty in the arrangement of biasness operating against women in society, arrangements, which through the trivialization, absence or conviction of women in media content to their "". The concept of “symbolic annihilation” was developed by Tuchman (1978). According to Gallagher (1992) over time the feminist media studies revolved around two main areas: 1. A test of structures of ability and domination 2. Focusing upon the representational politics and knowledge production where women were objects instead of being active subjects. These double interest were tended to in numerous early investigations of the later years of 1970s and mid 1980s under issues of "women in profession" and "pictures of women in media". Yet, the points progressively met up to deliver an unpredictable investigation of the structure and procedure of portrayal. The contemporary feminist communication field inquiry seems largely dissimilar from the nearly uncomplicated ground engaged by 'women and media’ studies more than two decade ago. Liesbet van Zoonen (1991) and Leslie Steeves (1987) both offer detailed critiques of the work which has brought us from there to here, grouping it into basic divisions– liberal, radical socialist, cultural studies - intended to indicate its political and theoretical underpinnings.

Feminist turn in communication theory The media was controlled by man and through his vision and ideologies. The women were just his subjects with no independent insights. The mid 1980s was marked by increase in appreciation in media and communication studies such that it became impossible for communication scholars to ignore the existence of feminist politics and its challenge to the field of communication and media. This period was considered as “feminist turn” in communication studies where the major agenda of interest with media were as follows.Gallagher (1992): 1. Male violence: The “man” made media content used images of male violence over women where women were always under oppression. 2. Sexuality: The sexual images made the media content worthless as it propogate politically incorrect messages.

Media M20 - Feminist Theory and Media content &Communication P8 - Gender, Media and Society Studies Quadrant-I (e-Text)

3. Pornography: The female body was used for business and visual pleasure was provided from . 4. Language as Control: The need for gender neutral language came when media content language was recognized to be male biased. 5. Verbal Harassment: Apart from visual dominance, the harassment towards female continued in words also. 6. The body: The female body was objectified and subjective emotions and needs were always neglected by media content. 7. Beauty: The concept of beauty in media content was often seen as problematic as it supports brands for corporate benefits. 8. Consumerism: It is also criticised that media content promotes consumerism which changed equations of economic order. 9. Women’s genre – magazine, soap opera, melodrama and .

The feminist theoretician believed that the personal and individual issues that women faces within the confinement of home and private life is not just personal but also play important role in reproduction of unequal power relations in society. Not only that any attempt to address these problems faced by the women would necessitate political interventions into what is considered as private life. This evoked the famous notion of “personal is political”. The theory of Liberal feminist media has its base in different things; the theory urges that media fails to bring any transformation within society including women’s role within it. , Gaye Tuchman in her writings ‘The Symbolic Annihilation of Women by the Mass Media’ (1978), states that wherever women are not present or not represented well, reflects as an outnumbered group within the texts of media, as a matter of fact they are being annihilated symbolically. She speaks of Gerbner to recapitulate this point ‘absence is annihilation’ (Tuchman, 1978). Tuchman supports the idea that media never reflects change in the society, describing that ‘mass media accords in symbols, and their symbolic embodiment might not be contemporary’ (1978).

Approaching Media content through feminism At the central part of cultural politics in feminism is an analysis of media content and its connotation in gender composition. The debate has been continuing since the analyses of content in media stereotypes and sex roles which exemplified feminist scholarship of the 1970s where quantitative social science methods were favoured. In the seminal essay 'Visual Pleasure and the Narrative Cinema' (1975), concluded that in built motifs of contentment and identification in the mainstream narrative films impose as a 'point of view'. Briefly summarised, Mulvey's psychoanalytic critique turns on the notion of a filmic shape of male filmic structure of male 'gazing' and female 'to-be-gazed-at' which imitated the construction of dissimilar power relations among men and women. Two particular aspects of Mulvey's argument have preoccupied feminists ever since: 1. her idea that 'the determining male gaze' invites even the female spectator to identify with masculine pleasure and its of the female.

Media M20 - Feminist Theory and Media content &Communication P8 - Gender, Media and Society Studies Quadrant-I (e-Text)

2. her call for the analysis of 'destruction of pleasure' to force a break with 'outworn of oppressive forms'. Feminist Theory Perspectives: Liberal feminist theory: Liberal feminist theories claim that media fails to reflect changes in society. When the role of women in society changed after women’s movements, the media continued to misrepresent women. The liberal feminist theory argues that the status of women in media content is absent or marginalized. The media content is also stereotyped and portrayal of women is in darker shades in most of the cases. For example, the women in various films are projected as negative characters.

Radical feminist media theory: The theory of Radical feminist media primarily highlights on patriarchal ideas, a significant notion, and debates the social arrangement in gender terms. Pornography is another important concern of radical feminist media theory. One theorist in particular places a significant amount of importance on this issue, namely Andrea Dworkin, who wrote the book ‘Pornography: Men Possessing Women’ in 1981.

Socialist Feminist theory: The theory of Socialist Feminist is primarily based on the ideas and values of capitalism, ideals of communism and hugely contesting theories of Marx. Although the theory of Marxist media highlights on the media (instrumentalism) and elite relationship along with the determinants of economy on production of media and output (Political Economy) theory of socialist feminist media stresses on elements like the disciplinary role that women should play amidst the capitalist society. This role is essential as able and healthy workers are required in a capitalist society to function properly. Here media plays an essential part in administering these ideas and the theorists of socialist feminist media consider that it enables women in this role of nurturing and also authorizes them to perform unpaid labour willingly in their part as ‘mother’ or ‘’.

Postmodern feminist media theory: The theory of Postmodern feminist media is primarily based up on the view of contemporary culture that highlights the general postmodern theory ideas. Since the theory considers cultural shift happened due to postmodernism instead of a transformation in society itself. It aims primarily up on the way texts are read by audiences, or if they are distressed by the media and the amount of control that audiences possess over the same.

Women culture and mass media

The women in mass media are represented in supporting role compared to male representation. The historical debate over high culture and mass culture has also come into crossroads with feminist media theories. When we see construction of high culture, we can find purposeful neglect of women. The problem of media text is that it also educates and persuades its masses.

Media M20 - Feminist Theory and Media content &Communication P8 - Gender, Media and Society Studies Quadrant-I (e-Text)

The television which is a household medium – influences women to the core (Brown, 1990). The content of television is directed on the light of male centric ideologies which portray women through men’s eye. The feminist theories also argues that the concept of “women genre” is itself a creation of stereotypical images of women. It will be interesting to study how the women genre media content really empower women.

If we observe the shows of Indian television, we can find that 90% of soap opera are made with director “created” women issues. They place women in a domestic status where they encounter problem with family members and values. These episodes are mere gimmicks which are supported by huge market base. Actually these episodes are not promoting progressive values to which gender is concerned.

Prominent Figures in Feminist Media Theory

1. Judith Butler: ethics, third wave feminism, queer studies 2. Laura Mulvey: film studies, gaze. 3. Andrea Lunsford: audience studies 4. Ella Baker: participatory democracy, civil rights movement. 5. Anita Hill: leadership and women 6. Gaye Tuchman: Women and media, gender and news

There are numerous figures who contributed in the field of feminism and media content. Since it is interdisciplinary area of study, there are contribution of scholars and activists from various field. Examples like great scholar Stuart Hall whose contribution in representation and media content also influenced feminist ideology. Other studies which focus on marginalised, minority and queer also had its connection with feminism.

Women media producers and media content

The media text by women directors and producers are concentrated on women’s empowerment and equal space for women. These media text often differ from feminist theories but they have developed their own area from realism, film theories and realism. The prominent women directors, editors and producers work towards for and impartiality. The women in such media texts are shown as independent, strong and self motivated.

Women and Media: Indian Perspective

In 1985 the report of the Joshi Committee observed that the channel Doordarshan is ‘controlled by programmes based on films and feature films that abuses the form of the female to rouse or/and via their socially exhaustive approach, plainly trivialize and demoralize the womanhood image’. Hence, the report not only urged to reduce the number of film based shows and feature films but on more positive note incorporate the dimension of women in all the programmes and the requirement for separate highlight on women.

Media M20 - Feminist Theory and Media content &Communication P8 - Gender, Media and Society Studies Quadrant-I (e-Text)

The major recommendation of Joshi committee report which made Indian broadcasting channel Doordarshan more vibrant and active in terms of women empowerment and gender equality are as follows (Kumar, 2014):

1. Improving the condition of women, image and status, it should be ascertained as a primary objective ambition of Doordarshan. 2. The creation of fair guidelines concerning the positive depiction of women on television, and a system of monitoring the implementation of these guidelines. 3. The redefinition of the image and the promotion of the male ideal as one who is caring and willing to share in household, childcare and contraceptive responsibilities. 4. The need for orientation courses for all Doordarshan policymakers, programming and production staff so that they are sensitised to the social issues with specific citation to the issues of women and their implications in society. 5. The careful examination of all advertisements shown on television to ensure that they do not portray women in derogatory and stereotyped ways. 6. The need for a weekly program on viewers view in which the audience, critics, commentators, womens’ organizations are called upon to analyse and evaluate the week’s programmes. 7. The involvement of Mahila Mandal in the installations of community television sets in community viewing arrangements in rural areas.

Same like television, radio, print and other electronic media where under strict supervision of government policies for ensuring gender equality and neutrality in media text.

Conclusion

The women’s organizations like: AWAG, conducted research on representation of women in mass media in India. In the age of digitalization and privatization in Indian media the role of women and her portrayal is comparable to the global business scenario. But on other hand, the new medium like YouTube and other platforms help in fostering gender ideals and ideas. The websites and pages like Girliyappa, The Ladies Finger, and Kalifa speaks for women’s rights and produce media content which is much more gender sensitive.

The censorship and orthodox minds of people and system make the situation difficult for media producers to make the films which show liberated women and her desires.

The major ideas of feminist media theories thus concentrated on following themes:

1. Space of women in media content 2. Scope of women as media producers 3. Issues of equality and status of women in media content 4. (Mis)representation of women in media

Media M20 - Feminist Theory and Media content &Communication P8 - Gender, Media and Society Studies Quadrant-I (e-Text)

References

Brown, M. (1990). Television and Women's Culture: The Politics of the Popular. SAGE.

Dworkin, A. (1981). Pornography: men possessing women. London: Womens Press.

Gallagher, M. (1992). Women and Men in Media. Communication Research Trends, 12(1). Retrieved May 23, 2017, from http://cscc.scu.edu/trends/v12/V12_1.pdf

Kuamr, K.J. (2014) Mass Communication in India. Delhi: Jaico

Steeves, H. L. (1987). Feminist theories and media studies. Critical Studies in Mass Communication, 4(2), 95-135. doi:10.1080/15295038709360121

Steiner, L. (2014). Feminist Media Theory. The Handbook of Media and Mass Communication Theory, 359-379. doi:10.1002/9781118591178.ch20

Tuchman, G. (1978). Making news: a study in the construction of reality. New York: Free Press.

Tuchman, G. (1987). The Symbolic Annihilation of Women by the Mass Media. Culture and Politics, 150-174. doi:10.1007/978-1-349-62965-7_9

Zoonen, L. V. (1991). Feminist media studies. London: Sage

Media M20 - Feminist Theory and Media content &Communication P8 - Gender, Media and Society Studies