Globalisation still to benefit women in media: Study

Guwahati, Nov 28 (UNI) A 'glass ceiling' for women in media to achieve the highest ranks in their employing organisations still exists, though visibility of women working in media houses, both print and visual, has increased considerably, according to a survey.

Opposing images of women was presented by the media and a concept of 'superwoman' is being projected to lure the ordinary women into a make-believe world of power and glamour.

These were among the important findings in a survey conducted by the Women's Studies Research Centre, Gauhati University, sponsored by the Rosa Luxemburg Foundation of Berlin, Germany. The study extended over a period of two years between 2004 to 2006 and representatives of the regional media as well as regional bureaus of national media were encompassed by it.

Talking to reporters here today, Ms Archana Sharma of the Gauhati University said, ''The aim of the study was to assess the nature and degree of the impact of globalisation in the media as well as representation of women in the print and audio-visual media.'' The findings indicated that more women were being employed in the media sector now, she said, adding that they were conspicuous primarily in areas of glamour, fashion and beauty.

Ms Sharma said, ''When it came to decision making and production of media texts, the visibility of women was dimmed.'' She said a 'gendered space' was being created for women in media, with most women working in the field confined to dealing with issues traditionally related with women.

Quoting the study, she said advertisers and corporate houses were becoming the dominant players in the media sector and they were getting corporatised in the process.

''The media generously projected the emergence of a global Indian woman, facilitating the spread of a consumerist culture,'' she added.

This has led to the projection of a 'superwoman', which is in reality confined to the exterior, with no change in the traditional role of women, Ms Sharma claimed.

The study showed that patriarchal mindset was still prevalent and women were being depicted more as a 'commodity' to meet the growing demands of market created by globalisation.

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