Role of Mainstream Media in Eradicating Gender Bias in Society
Dr Prashant Kumar,
Assistant Professor, Political Science, Tilak Dhari P.G. College, Jaunpur
Abstract
The mainstream media holds unparalleled influence in shaping public perception, cultural norms, and political attitudes. Its role in eradicating gender bias is therefore both powerful and complex. This paper explores how print, broadcast, and digital media can function as transformative tools for promoting gender equality, challenging stereotypes, and empowering women in contemporary society. Drawing upon feminist communication theories, global case studies, and empirical data from organizations such as UNESCO and UN Women, the research analyzes the progress and limitations of media in dismantling gender-based discrimination. It evaluates representations of women in news, entertainment, advertising, and political discourse, focusing particularly on Indian and international contexts. The paper concludes that while media has made significant strides toward gender sensitivity, structural inequality, patriarchal ownership, and commercial pressures continue to restrict its emancipatory potential. To make the media a true vehicle for gender justice, reforms in content creation, ownership patterns, and policy regulation must align with ethical journalism and inclusive storytelling.
Keywords : Media, Gender Biasness, Women, Steriotypes, Mainstream, Social Media, Gender Parity
DOI link – https://doi.org/10.69758/GIMRJ/2510S01V13P012
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