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  • Title: As others see us (effect of mass media on attitudes and opinions of women's status).
    Author: Newland K.
    Journal: Dev Forum; 1979; 7(1):11. PubMed ID: 12261158.
    Abstract:
    The role of mass media, printed or broadcast, in influencing attitudes and opinions in the modern world is nowhere more apparent than in the narrow ways women are presented, or misrepresented, in public. Coverage of women in the news are limited to domestic and trivial things and events (e.g., demonstrations, women's liberation movement), and reflects the socially conditioned definition of news. Many women's magazines are also victims of the stereotyping of women's role in society. A study done by C. B. Flora on women's magazine fictions in the U.S. and Latin America revealed the consistent values of the two cultures: the ideal women is portrayed as passive, dependent and virtuous, whose ultimate goal is marriage and childbearing, and whose self-sacrifice is her only heroism. In the US, feminist magazines are proliferating (while some are superficially feminist, others cater to the collective awareness and common problem of women); however, they cannot match the circulation of traditional women's magazines because of lack of funds, noncommercial orientation of many, limited access to conventional distribution channels, or a deliberate appeal to a narrow audience. In spite of the news media, however, a growing number of organizations are becoming sympathetic to women's issues. UNESCO and the UN Fund for Population Activities are planning to run about 200 articles/year on women's changing roles in society, with the hoped-for result of projecting a more realistic image of women.
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