The relationship between mass media and sociocultural values is a curious one. Mass media reflects socio-cultural values that are already dominant in society, and in doing so, entrenches these values further.
All of us are aware of how newspapers, film and television thrive on depicting gender stereotypes, such that male characters are likely to be aggressive and strong, while docility and frailty are endorsed as typical qualities in women. Additionally, the storylines featuring women revolve around domesticity and child-rearing, while men enjoy the leeway of fulfilling their professional dreams. Because people imbibe what they see, not only do such depictions solidify regressive notions, but women also internalise the idea that they are meant to be secondary to the men in their lives.
On the contrary, when people see progressive depictions of gendered dynamics, it produces a dissonance in their minds, about what they think they know about womanhood, which leads them to question stereotypes and prejudices. This is how diverse representations can slowly move people to refute stereotypes and understand the limitless diversity of femininity. For example, think of how a film like Disney’s ‘Mulan’ resists the constraints imposed on women in a male-dominated world and helps normalise the idea that women should be empowered to make their own choices.
We, then, need to place ethical responsibilities on artists and producers of mass media to ensure that they refuse to create content that conforms to stereotypes, no matter how lucrative its selling point. Only then will we be able to help women find their voices in a society that attempts to silence them, and inspire them to take charge of themselves. That is the value of meaningful messaging.
