Unveiling the Impact: How Media Shapes Views on Gender, Social Class, and Poverty & Strategies for Addressing Them

Role of Media in Constructing and Deconstructing Perceptions & Ways of dealing with Gender, Social class and Poverty issues

* The crucial role of media in achieving gender equality *

Media today, from traditional legacy media to online media, still hugely influence our perceptions and ideas about the role of girls and women in society. What we have unfortunately seen until now is that media tend to perpetuate gender inequality. Research shows that from a young age, children are influenced by the gendered stereotypes that media present to them.

Research has found that exposure to stereotypical gender portrayals and clear gender segregation correlates

“(a) with preferences for ‘gender appropriate’ media content, toys, games and activities;

(b) to traditional perceptions of gender roles, occupations and personality traits;

(c) to attitudes towards expectations and aspirations for future trajectories of life” .

We are concerned that the latest Secretary General report proposing priority areas to the Commission on the Status of Women does not mention the crucial role of media in achieving gender equality. This is a huge opportunity that is lost. The data we have, shown that women only make up 24% of the persons heard, read about or seen in newspaper, television and radio news. Even worse: 46% of news stories reinforce gender stereotypes while only 4% of stories clearly challenge gender stereotypes.

One in five experts interviewed by media are women. Women are frequently portrayed in stereotypical and hyper-sexualised roles in advertising and the film industry, which has long-term social consequences. And 73% of the management jobs are occupied by men compared to 27% occupied by women.

We strongly believe in the transformative role media can play in achieving gender equality in societies. By creating gender-sensitive and gender-transformative content and breaking gender stereotypes. By challenging traditional social and cultural norms and attitudes regarding gender perceptions both in content and in the media houses. By showing women in leadership roles and as experts on a diversity of topics on a daily basis, not as an exception.

In many countries around the world women’s opinions are dismissed and they are not taught to ask questions and be part of public debate. Without information women don’t know about and can’t exert their rights to education, to property, pensions, etc. and they cannot challenge existing norms and stereotypes. This makes it impossible to achieve inclusive societies as we aim to achieve through the Global Development agenda. Access to information empowers women to claim their rights and make better decisions.

The media industry needs to be encouraged to produce gender-transformative content and to develop self-regulatory equality policies, including access to decision-making positions. Monitoring and evaluation mechanisms need to be set up to assess the progress within the sector. Thereby creating gender equality in content, workplace and management.

* Violence against female media workers *

 

The safety of female media workers has in recent years developed into a serious concern, as it creates another obstacle to gender equality within the media. The majority of female media workers experience gender specific harassment both inside their organisations, outside of them, and more increasingly online.

Gender-based violence (GBV), both digital and physical, pose a threat to freedom of expression and access to information. Silencing female journalists constitutes an attack on democracy itself as it leads to self-censorship: women retreating from the public sphere because of the harassment. Almost a third of female journalists consider leaving the profession because of the threats, intimidation or attacks they endure. More than a third of female journalists avoided reporting certain stories for the same reason. Almost half of female journalists experience online abuse. Many of them indicate the abuse has led them to become less active or even inactive on social media, while it’s a crucial part of the job. Threats are often of a sexual and racist nature, targeted at the person instead of the content, making the workplace an unsafe environment for women. This leaves the male-dominated field of media with even fewer female voices.

We believe that the media sector has the responsibility to provide a safe working environment for all staff and to develop policies that prevent GBV. It is imperative media organisations have mechanisms in place that ensure necessary support for those who have experienced GBV at the workplace, while performing their work outside and/or via digital means.

* Our recommendations to the Commission on the Status of Women *:

To recognize the crucial role of media in achieving gender equality in all domains by creating gender-sensitive and gender-transformative content and breaking gender stereotypes.

Media should lead the way towards gender equality through gender-sensitive and gender- transformative content. For this we need coherent policies, rules, and mechanisms on all levels, starting with national media policies and media industry self-regulation. Safety of female media workers needs to be a key priority for Member States and the media industry. A culture of safety needs to be created and effective mechanisms for complaints and redress need to be put in place.

* Media in Social Change *

Media is a powerful tool that can be used to promote social change. It can be used to raise awareness of social issues, mobilize people to take action, and hold those in power accountable.

The media can play a role in social change in a number of ways. It can:

• Raise awareness of social issues: The media can use its platforms to raise awareness of important social issues, such as poverty, inequality, and discrimination. This can help to educate the public and build support for change.

• Mobilize people to take action: The media can be used to mobilize people to take action on social issues. For example, the media can be used to promote protests, boycotts, and other forms of activism.

• Hold those in power accountable: The media can be used to hold those in power accountable for their actions. For example, the media can investigate and report on corruption, human rights abuses, and other forms of wrongdoing.

* Role of the Media in Social Development *

The media can play a positive role in social development by promoting social justice, equality, and human rights. It can also help to promote education, healthcare, and other essential services.

For example, the media can be used to raise awareness of the importance of education and to promote access to quality education for all. The media can also be used to promote public health awareness and to promote access to healthcare services.

* Mass Media Sociology *

Mass media sociology is the study of the relationship between mass media and society. It examines how mass media affects social attitudes, beliefs, and behaviors.

Mass media sociologists are interested in a variety of topics, including: The impact of mass media on public opinion
The role of mass media in social movements
The relationship between mass media and violence
The impact of mass media on children and adolescents

* Media and Social Change Examples *

There are many examples of the media being used to promote social change. For example:

• The Civil Rights Movement in the United States was heavily covered by the media. This coverage helped to raise awareness of the movement and to build support for it.

• The anti-apartheid movement in South Africa was also heavily covered by the media. This coverage helped to put pressure on the South African government to end apartheid.

• The Arab Spring uprisings in 2011 were largely organized through social media. Social media platforms such as Facebook and Twitter allowed activists to communicate with each other and to mobilize people to take action.

*Role of Media in Promoting Strategies for Poverty Eradication*

* Concept *

Media aims to ensure social protection for the poor and vulnerable, increase access to basic services and support people harmed by climate-related extreme events and other economic, social and environmental shocks and disasters.

The time has come for all policy actors to recognize and support the vital  contribution of the media to help identify innovative strategies to fight poverty particularly in developing countries. 

The media can play a major role in developing public understanding of economic, social, and environmental issues: The three pillars of sustainable development. It can provide significant opportunities for people who have experienced poverty to have a voice and share their views.

These include: Informing a wide range of audiences on poverty reduction issues and providing an inclusive platform and an open forum to share the views and concerns of people living in vulnerable situations.

In today's era of new technologies, the media, particularly the internet and social media platforms, offer more opportunities. The new media is increasing rapidly and its potential is constantly being developed and modernized. 

The media plays a central role in informing the public about global, national and local events and is a powerful medium for shaping opinion and policy. Changes in national policies often come about after a sustained media campaign raising public awareness and causing national debates. High-quality public service and public service journalism in particular should be supported as public goods. 

Public interest journalism involves media content that provides citizens with access to information on key aspects of public life significantly affecting their well-being and involvement. Numerous examples exist to show how the media, including the widespread use of new technologies, have contributed to reduce poverty by bringing basic services to people living in vulnerable situations including older persons, persons with disabilities and indigenous peoples. The media are at the intersection of possible tools and innovations that can be used for a sustainable future.

**KEEP VISITING THE BLOG FOR UPDATE ON FOLLOWING

Gender perception in media
Social class portrayal in media
Poverty representation in media
Media influence on perceptions
Gender stereotypes in media
Social class bias in media
Poverty myths in media
Media shaping societal views
Gender equality strategies
Social class awareness campaigns
Poverty alleviation methods
Media's impact on societal norms
Gender representation in news
Social class portrayal in entertainment
Poverty documentaries and media coverage

**FREQUENTLY ASKED QUESTIONS AND THEIR ANSWERS ON THE IMPACT OF MEDIA

Q:1. *How does the media influence perceptions of gender roles?*

A:2. The media plays a significant role in shaping perceptions of gender by perpetuating stereotypes, portraying certain behaviors as normal or desirable, and reinforcing traditional gender roles through various forms of content such as advertisements, movies, and TV shows.

Q:2. *What role does the media play in reinforcing social class divisions?*

A:2. Media often reflects and perpetuates social class divisions by portraying certain lifestyles, values, and aspirations as aspirational or desirable, while marginalizing or stigmatizing those from lower socio-economic backgrounds. This can contribute to the perpetuation of inequality and social stratification.

Q:3. *How does media representation affect perceptions of poverty?*

A:3. Media representation of poverty can often be sensationalized or misrepresentative, perpetuating stereotypes and misconceptions about individuals living in poverty. This can further stigmatize and marginalize these individuals, hindering efforts to address the root causes of poverty.

Q: 4. *What are some strategies for addressing gender bias in the media?*

A:4. Strategies for addressing gender bias in the media include promoting gender diversity in media production and decision-making roles, advocating for more accurate and nuanced portrayals of gender, and supporting media literacy programs that empower audiences to critically evaluate media messages.

Q:5. *How can we challenge social class stereotypes in media?*

A:5. Challenging social class stereotypes in media involves promoting narratives that accurately represent the diversity of socio-economic backgrounds, advocating for fair and equitable representation of all social classes, and supporting media outlets that prioritize authentic storytelling.

Q: 6.* What can be done to improve media coverage of poverty issues?*

A:6. Improving media coverage of poverty issues requires journalists to adopt a more nuanced and empathetic approach to storytelling, avoiding sensationalism and stereotyping. Additionally, media outlets can prioritize reporting on systemic issues contributing to poverty and highlight solutions and success stories.

Q:7. *How can individuals become more media literate?*

A:7. Individuals can become more media literate by actively engaging with a diverse range of media sources, critically evaluating media content for bias and accuracy, and seeking out alternative perspectives. Media literacy education programs can also provide valuable skills and tools for navigating the media landscape effectively.

Q:8. *What role do policymakers play in addressing media-related social issues?*

A:8. Policymakers play a crucial role in addressing media-related social issues by enacting regulations and policies that promote diversity, equity, and accountability in media representation. This can include measures to promote media diversity, regulate advertising practices, and support media literacy initiatives.