Portrayal of women in print media a study of select womens magazines

Abstract

The main focus of the present study was on portrayal of women in print media, assessed through a study of selected women s magazines. The study aimed to explore whether the women s magazines have focused upon women s issues and if so, which are the issues which have been highlighted by these magazines. It further sought to assess the images and roles of women portrayed by the women s magazines and to evaluate whether they have actually attempted to change and challenge the gender stereotypes prevalent in society. Lastly, the study sought to assess the opinion of the readers about the impact of women s magazines. In this context, both quantitative and qualitative methodologies were used in the study to assess the representation of women in four women s magazines. The study revealed that women s representation in the magazines vacillated between commodification and empowerment, with the scales tilted in favour of the former. The attempts at presenting a changed representation of women are too few to make a significant difference. If the magazines really want to change these stereotypical roles and images linked with each sex then they have to counter these through showing alternates in larger numbers. Thus, showing features articles, advertisements, content and fiction in large number focused on generating equality among sexes, portraying empowered women, showing sensitive men while performing household chores, cooperating with females professionally can make change a reality. On the whole, print media, particularly women s magazines, needs to seriously take up the mantle of promoting women s empowerment. This cannot be achieved without whole hearted commitment to the cause, which would further require breaking out of the mould and charting new paths. Print media has power to influence the mind of the masses and this power must be used in the right direction. newline