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“Women Empowerment through Daily Soaps in India”
Submitted as a part of 2
nd
Semester Project, Paper Code- MMM 154, MMC-2012-14
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DWARKA
NEW DELHI
SUBMITTED BY:
Name: Nivedita Singh
Enrolment No: 05920304013
Semester: 2nd
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ACKNOWLEDGEMENT
I wish to extend my heartfelt gratitude towards my institution University School of Mass
Communication (USMC), I.P. University, for envisaging such a stupendous project.
I owe my deepest gratitude to my mentor Dr. Sarvesh Dutt Tripathi, without whose
guidance this dissertation would have been incomplete. He constantly guided me
through my project and gave his valuable advice and time for the same.
This project wouldn’t have been a success without the support of the college
management and library authorities, who cooperated with me every single time,
providing me access to the wealth of books that the library of IP University possesses.
I am also grateful to my family members for providing me the facilities required for
carrying out this project.
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DECLARATION
I,Nivedita Singh, student of MMC 2
nd
Semester, hereby declare that this project titled
“Women Empowerment through Daily Soaps In India” has been completed by me under
the supervision of Asst. Professor, Dr. Sarvesh Dutt Tripathi.
The work undertaken and presented is my original and has not been produced
elsewhere to the best of my knowledge and belief.
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CERTIFICATE
This is to certify that, Nivedita Singh, student of University School of Mass
Communication, I.P. University, enrolled in the course Masters in Mass Communication,
roll no 05920304013, has successfully completed the project on the topic “Women
Empowerment through Daily Soaps In India” under my guidance and supervision. This
project is in partial fulfillment of MMC 2
nd
Sem. program, IP University.
This project is a record of independent research carried out by Nivedita Singh. This has
not been previously submitted for any award of diploma, degree, fellowship or other
title and has been submitted to the subject in charge within the given time frame.
Signature of the Mentor Signature of the Student
(Dr. Sarvesh Dutt Tripathi) (Nivedita Singh)
Asst. Professor Roll Num: 05920304013
USMC MMC 2
nd
Semester
IP University
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INDEX
S.NO TOPIC Page no.
1
Chapter 1
? Abstract
? Introduction
6
7
2
Chapter 2
? Review of literature
? Objectives
? Hypotheses
? Research methodology
12
13
14
15
3
Chapter 3
? Data collection
? Data analysis and interpretation
? Conclusion
? Suggestions
16
17
27
28
4
Chapter4
? Bibliography
? Annexure
29
30
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CHAPTER 1
Abstract
Women are an important component of our society. The issue of the empowerment of
women is a matter of serious concern and thought. Efforts are being made to establish
the significant role that she can play to uplift herself, her family and the society at large.
Women play an important role to make society progressive and lead it toward
development. They are vital assets of a vibrant society required for national
development. There can be no denying the fact that women play a key role in shaping
the society provided they are given the right and equal opportunities at the right time.
The efficacy of television as a means of communication is very high vis-à-vis women.
Television has an important role in shaping and influencing their views, opinions and
attitude. Soap operas are a very popular genre and have a huge viewership.
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INTRODUCTION
1.1 Mass Media and Women Empowerment
Mass media are regarded as powerful
intervening factors in the process of
modernization and social development. The
question that needs to be critically analyzed
and examined is whether the contemporary
media are still aware of their basic functions –
inform, educate and entertain people. Media as
the watch dog of society have the responsibility
of keeping an eye on the social changes in the
major social institutions and their sub-systems. Women empowerment should bring a
situation where women can use their fullest potential and capacity to construct a better
human society for all and media has a critical role to play in responding to these
processes. Media commitment and support are seen as necessary for social reform and
various movements towards achieving a better equality of life for women.
From the ultra – feminism of the 60’s to the introspection on women status in the 70’s,
to women development in 80 and to women empowerment in the 90’s there has been a
reshaping of paradigms of human development especially on the feminine front. The
mainstreaming of a gender perspective in the development process through women
specific policies and objective oriented intervention programs is an important goal of
the National Policy for Empowerment of Women (2001). It was argued that Indian
television in early 1990?s addressed up - worldly mobile women as the prime market for
consumer goods and at the same time trying to engage them in constructing a national
culture through Ramayana and Mahabharata – in which role of women in family,
community and nation was depicted as cardinal. Media are very effective, powerful and
influential in disseminating new knowledge, useful for behavior change among women,
thus influencing women empowerment variables as well. Hum Log in 1987, audience of
80 million promoted smaller families and equal status for women. Empowerment of
women involves the process of challenging unfavorable power relations that lead to
their oppression and at the same time strengthening women actions to gain control
over their lives through strategies and policies based on greater gender equality.
Communication through women voices and experiences is the basic step towards
empowerment of women. Development strategies must focus on greater freedom of
expression and communication to ensure women empowerment.
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1.2 Media Coverage of Women Issues
Media implicitly rank the importance of the
public issues according to the amount of
press coverage devoted to an issue. Lack of
appropriate media coverage of an issue leads
to the implication that the topic is not
important. Public awareness is significantly
lessened if a story is not reported. Violence
against women is a global pandemic and the
consequences of media ignorance and bias
are horrific. In India, the amount of coverage in mainstream media is inversely
proportional to the actual prevalence of the kinds of violence and gives a false
impression. Most disturbing is the disproportionate coverage of sensationalized
violence. Invariably, rape stories get far more coverage than domestic violence stories.
In all likelihood, this is because rape stories usually focus on one individual woman. If
she is attractive, she is a very marketable victim. It is no accident that rape is a frequent
theme in pornography. The sexual brutalization of women is a highly marketable
business and a profitable story for the news media. For example the Indian media, be it
press or the broadcasters, choose to highlight the rape and murder of a 14-year-old girl
rather than to report about the success of women in recent panchayat elections in the
country. The media have no time to show the actual problems of real India at the grass
root level, its culture, traditions, faiths and beliefs and so on. They usually show only
those handpicked stories which sells and increase their TRPs.
Even the amount of media coverage women get overall is much less than men do. Men
are provided with a larger number of opportunities to present their viewpoints and
shown in diverse roles in all areas like administration, law, business, science and
technology. While representation of women varies from negligible to total exclusions
and are interviewed and talked about only in certain accepted professions such as
educationists or doctors. If they are interviewed
for achieving success in a ‘male' profession, then
it often goes to great pains to point out her
‘feminist'.
Indian media needs to be sensitized to gender
issues. It should play proactive role in inculcating
gender sensitivity in the country and should
ensure that women are not depicted in poor light.
It should devote special slots for crimes against
women in India and discuss all proactive aspects.
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The challenge before media is to move beyond clubbing
what happens to women with routine crime briefs, on
the one hand, and sensational stories, on the other.
Media should take a proactive role in creating public
awareness on the rights and privileges of women.
Constitutional and legal rights should also be advertised
and discussed regularly. The latest rulings and judgments
are discussed so that the public are made aware of these
rulings. Press Council should be given more teeth so that
they could intervene effectively to counteract
objectionable publications. There must be mechanisms
to sensitize Censor Boards and bring about a working
dialogue between members of the Censor Board and citizens groups.This is the time to
rethink and revisit the country's mass media policy. There are many issues which should
be discussed threadbare to have an unbiased and healthy media policy in the
country. But before that materializes, the stalwarts of Indian mass media should
exercise prudence and restraint, show the truth, unadulterated, undoctored and
unbiased news and views, unbiased analysis and non-sensationalization of events or
incidences whether big or small.
1.3 Television and Women in India
Doordarshan, with its social objectives which are, in part, to spread family planning, to
control population and uplift family welfare and to uplift the well-being of women,
children and the less privileged (Doordarshan, 1996), plays an important role in the
states? efforts in the development of women in the country. Yet documentation
squarely frame the recipients of development initiatives as helpless, lower caste and
lower class women , and nationalist serials and dramas that construct the ideal women
as chaste, middle class, upper caste and Hindu, have persisted through the 1980’s
During the ,good-old days of Doordarshan, there had been several programmes like
„Udaan? that dealt with issues concerning a woman’s struggle , her dreams of
becoming an IPS Officer.
This was probably the first Indian television show on women empowerment. Inspired by
the real-life story of Kavita Choudhary's (the director of this series) elder sister Kanchan
Choudhary who after several hardships went on to become the first female Director
General of Police , it inspired its viewers and instilled in its female audience a desire for
emancipation –beyonds the claustrophobic nets of society. However, with the advent of
cable and satellite television and a major upheaval following it, things rapidly changed
and serials stopped short of projecting those that could prove beneficial for uplifting
these maimed section of the society. The new millennium saw the phenomenal success
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of the soaps involving family dramas (Kasauti Zindagi Kay , Kyunki Saas Bhi Kabhi Bahu
Thi to name a few ) championed by none other than Ekta Kapoor. True it is that her
Balaji Productions indeed revolutionized Indian serials which now shifted the camera
lens from outside to the dark nitty-gritty’s within a family household. This narrowing
down of the targeted domain brought to surface several hidden truths, opened up
several new arenas that society needed to concentrate upon. But the phenomenal
success of these serials never obliterated the fact that they targeted a certain, specific ,
economically privileged section of society where the main source of familial income was
either inherited property or that amassed by business activities. This particular focus on
such women who were married off to rich households often belonging to elite class
themselves further alienated these serials from a larger reality- reality that changed
over the decade. No matter how „modern? the women characters were in these serials
with respect to their attire and access to technology, the mode of presentation of these
women with junk jewellery and designer sarees failed to bring within its territory the
struggling middle class. Throughout the decade such typifications and vilification
continued with ornamentally decked up women lit up the screen and sensuously
dressed vamps exercised her heinous tricks.
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1.4 Changing Fashion Trends in Daily Soaps
Daily soaps also help in changing the fashion trends. From
Akshara sarees collection in “Yeh Rishta Kya Kehlata Hai ” to
Sakshi Suits collection in “ Ek nayi Pehchan” .All these
collections are very popular amoung teenage girls and
ladies.The changing fashion trends started with the ekta
kapoor “K” serials, were komolika hairstyle and bindi
became very popular in the market. Even today as well Gopi
mother- in – law bindi and jewellary in the show “Sath
nibhana Sathiya” is very famous. In the show Jodha Akhbar ,
jodha jewellary is very popular. Hence it can be said that
today not only big screen but also small screen shows also changing the fashion trends
in the market. The impact of prime time soap operas on the contemporary Indian
society is very high. The change is theme of daily soaps tells about the changing trends
of society. The first show based on women empowerment “Udaan” Inspired by the real-
life story of Kavita Choudhary's (the director of this series) elder sister Kanchan
Choudhary who after several hardships went on to become the first female Director
General of Police , it inspired its viewers and instilled in its female audience a desire for
emancipation –beyonds the claustrophobic nets of society. Then comes the era of family
melo dramas were the three most successful soaps from Balaji Telefilms – ‘Kyunki Saas
Bhi Kabhi Bahu Thi’, ‘Kahaani Ghar Ghar Kii’ and ‘Kasautii Zindagi Kay’ – were obvious
choices, having topped TRPs for eight years. Also ‘Saat Phere… Saloni Ka Safar’ and
‘Sapna Babul Ka… Bidaai’ are the counterfoil, because they were the first to challenge
the K soaps’ supremacy, and both were issue-based, focusing on the dark skin/fair skin
thesis. Viewership data shows that the audience base has spread from metros to include
smaller towns and villages, and TAM (Television Audience Measurement) data now
tracks this. In such like Balika Vadhu
based on child marriage , Naa ana iss
desh Lado based on female feticide a
scenario, stories of soaps have to take
into account issues that relate to a
larger base of people. Besides, after
eight years of the family sagas of K
soaps, people were looking for a
change. During 1950s radio dramas in
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the US that were broadcast during the day, when women were mainly at home doing
household chores. In addition, the very genre of soap operas is women-centric. This is
the case not just in India, but anywhere in the world. The soaps’ characteristic address is
to women viewers. DD had some landmark shows such as ‘Hum Log’ and ‘Buniyaad’.
One must also remember, however, that DD was the only channel available to us. Open
skies policy means more to choose from. Of course, the recognisability of channels also
helps, in that Star Plus, Colors and Zee have greater recognition value. women be
considered regressive if they are homemakers. Soap stories, being women-centric by
definition, locate the woman in the family home. In soaps, competence in the personal
sphere is valued and women are able to handle difficult situations well because of it,
and this is crucial. Women like Parvati and Tulsi have very strong moral centres.
Nowadays, there are women characters with more shades of grey than earlier who are
very much in control, as well as characters who despite living in fear of their mothers-in-
law, show definite sparks of revolt. And, very importantly, unlike many Bollywood films,
women and their bodies in soaps are not objectified. Soaps work at many levels. The
overtly visible impact includes the influence on fashion in jewellery, clothes and
accessories. Soaps have popularized festivals like Karva Chauth to the extent that it is
now celebrated all over India. The mangalsutra is now worn by communities where it
was not the norm earlier. Very importantly, and however strange it sounds, soaps play a
role in empowering women. Recent academic research clearly demonstrates that rural
women admire the independence of strong soap heroines, especially Tulsi and Parvati.
Today shows were also portray women as a powerful section of society.Not only star
,zee, or colors but also youth oriented channels like V, MTV, BINDASS also makes
women oriented shows like “Sadda Haq”, reality based shows like “heroes”,"Halla Bol”
based on women who fought back against crime they suffered.
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CHAPTER 2
2.1 Review of Literature
? A research paper by Debanjali Roy on REALITY OR MYTH: REPRESENTATION OF
WOMEN IN INDIAN TV SERIALS works on 2 women centric TV shows-“ Uttran”
and “Balika Vadhu” were both scored high on TRP charts. She talks about the
multidimensional and diversified role of women that she plays every day
irrespective of its age, class, and culture she belongs to.
? An article published on Deccan Heralds says that media plays a vital role in
uplifting the role of women in the society and making society women centric.
? Another research paper by Shashi Kaul and Shradha Sahni on Portrayal of
Women in Television (TV) Serials says that It is a fact that the Indian society
generally considers women as weak and as a liability. As a result, a woman
undergoes tremendous traumas from birth to death. This negative attitude
towards women in real life is very much reflected in way media represents them
as well. Regarding the image of women shown in serials, majority of both the
respondents felt that as women are mostly projected as housewives and
glamorous. The stereotype is either a quite young, professional, beautiful super
woman or a relatively passive and traditional woman living mostly according to
the rules set by her man.
? A global media research on Women's Issues in India: Role and Importance of
Media by Purnima says that it is essential that media should devote a good
percentage of their programmes to create awareness among women and the
society at large, give information about women's rights and machineries to
approach for their all round development . Programmes to strengthen women
development should be enforced and news adversely affecting their
development should be censored or banned.
? A research paper by Dr. Aaliya Ahmed and Ms. Malik Zahra Khalid on the topic
CONSTRUCTION OF CONTEMPORARY WOMEN IN SOAP OPERAS says that
Women are an important component of our society. The issue of the
empowerment of women is a matter of serious concern and thought. Efforts are
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being made to establish the significant role that she can play to uplift herself, her
family and the society at large. The efficacy of television as a means of
communication is very high vis-à-vis women. Television has an important role in
shaping and influencing their views, opinions and attitude. Soap operas are a very
popular genre and have a huge viewership.
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2.2 OBJECTIVES
Objectives are the mere set of goals that the researcher wants to achieve. They are
those goals for which researcher plan the whole research and further design those
methods which will help him to achieve desired goals. The main aim of the research is to
find out the truth which is hidden and which has not been discovered yet.
The objective of the study is to find out:
? Study the ways how they represent women
? Changing scenario of representing women in daily soaps
? Change in psychology towards feminist
? Differentiating the representation of women from “fiction” world to “ actual”
ground
? Are they ( TV daily soaps) successful in breaking the stereotype image of women
? How audience respond towards this change
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2.3 HYPOTHESES
Hypotheses are tentative assumptions made in order to draw out and test its logical or
empirical consequences. The role of the hypotheses is to guide the researcher by
delimiting the area of research and to keep him on the right track.
The Hypotheses, according to the review of literature and my intuition is the following:
Null Hypothesis
? The people feel that only few shows helps in promoting women empowerment
but most of the daily soaps might get mislead or gone off the track after some
time.
? People watch these shows just for entertainment
.
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2.4 REASEARCH METHODOLOGY
Our research is Descriptive Research. Descriptive research includes surveys and fact
finding enquiries of different kinds. The major purpose of descriptive research is
description of the state of affairs as it exists at present. The main characteristics of this
method are that the researcher has no control over the variables; he can only report
what has happened or what is happening. The methods of research utilized in
descriptive research are survey methods of all kinds.
Sample of study: A sample of present day study comprised 50 people. The sample of
study was selected through random sampling method.
Tools for data collection: The research tool for data collection is survey by
questionnaire.
Validity and reliability: The questionnaires was shown to the USMC allotted mentor of
Guru Gobind Singh Indraprastha University to check the content validity, nature of
statements, charity of system suggestions given by experts were incorporated in the
questionnaire.
Collection of data: Data were collected in the month of October from 50 people.
Population of study: The population of study consists of students, parents, working and
non working.
TARGET AUDIENCE
We have targeted people from all age group starting from 18-50 years for our research
because mostly these age group people watch daily soaps and specially targeted on
women in the way they are represented in the daily soaps. I have divided the age groups
into 3 parts:-
? 18-25
? 26-35
? 36-50
Hence, our target audience will include teenagers and middle age people who often
watches television and follow their trends
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CHAPTER 3
3.1 DATA COLLECTION
Data collection is a term used to describe a process of preparing and collecting data. The
purpose of data collection is to obtain information to keep on record, to make decisions
about important issues, to pass information on to others.
This study is mainly based on primary data like data related to whether people feel that
TV daily soaps helps in promoting women empowerment and, so all these primary data
was collected by questionnaire technique.
Data collection will be broadly done under the following two categories namely, data
from secondary sources and primary sources (field survey)
A questionnaire will be used as the quantitative instrument for this study.
Questionnaires would be delivered to and collected from volunteer participants.
For the research purpose, out of sample of 50 people forty percent of the people were
included in the age group of 18 years to 25 years who go for colleges and rest sixty
percent were included in the age group of 26 years to 35 year and 36 to 50 years.
The people were asked about their preference in terms of watching advertisement,
content, their awareness about women empowerment, their opinion about role of
actors and actresses in delivering the content etc.
Survey method of data collection is used. The tool used for the same purpose is
questionnaire.
Questions used in this research are closed-ended. These questions limit the option given
to the respondent and thus the information collected becomes easy for tabulation and
interpretation and thus resulting in finite result.
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3.2 DATA ANALYSIS AND INTERPRETATION
Q.1 Are you aware about the term women empowerment?
a) Yes b) No
Number of respondents Yes No
50 40 10
Interpretation
From the above data, it is observed that out of 50 respondents 40 respondents are
aware about women empowerment and 10 respondents are not aware about women
empowerment.
40
10
0
5
10
15
20
25
30
35
40
45
Yes No
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Q.2 Do you watch Indian Daily Soaps?
a) Yes b) No
Interpretation
From the above data, it is observed that out of 50 respondents, 30 respondents watch
daily soaps and 20 respondents do not watch it.
Number of respondents Yes No
50 30 20
30
20
0
5
10
15
20
25
30
35
Yes No
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Q.3 Do you think TV daily soaps help in encouraging women empowerment?
a) Yes b) No
Number of respondents
Yes No
50 30 20
Interpretation
From the above data, it is observed that out of 50 respondents, 30 respondents feel that
TV daily soaps help in encourage women empowerment whereas 20 respondents feels
that daily soaps does not contribute in women empowerment.
30
20
0
5
10
15
20
25
30
35
Yes No
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Q.4 Have you examine any change in representing women on small screen from the
shows like “Udaan” to “Diya aur Bati Hum”?
a) Yes b) No
Number of
respondents
Yes No
50 35 15
Interpretation
From the above data, it is observed that out of 50 respondents, 35 respondents feels
that there is a change in women representation in daily soaps whereas 15 respondents
do not think that there is a change in women representation in daily soaps .
35
15
Yes NO
0
5
10
15
20
25
30
35
40
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Q.5 Do you think shows like “Balika Vadhu” aur “Naa Ana Iss Desh- Lado”,
somewhere depicts and encourages the poor condition of women in society?
a) Yes b) No
Interpretation
From the above data, it is observed that out of 50 respondents, 10 respondents says
that shows like “Balika Vadhu” aur “Naa Ana Iss Desh- Lado”, somewhere depicts and
encourages the poor condition of women in society while 40 respondents says that
shows like “Balika Vadhu” aur “Naa Ana Iss Desh- Lado”, do not depicts and encourages
the poor condition of women in society. These shows tells the truth that even after lots
of advancement, still there are few states where such kind of tradition where followed.
Number of respondents Yes No
50 10 40
10
40
0
5
10
15
20
25
30
35
40
45
Yes No
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Q.6 Does the way women are presented in the shows like “Bade Ache Lagte Hai”,
“Saraswatichandra”, “Yeh Rishta Kya Kehlata Hai ” etc. matches with the
condition of women on real ground?
a) Yes b) No
Number of respondents Yes No
50 15 35
Interpretation
From the above data, it is observed that out of 50 respondents, 15 respondents says
that the way women are presented in the shows like “Bade Ache Lagte Hai”,
“Saraswatichandra”, “Yeh Rishta Kya Kehlata Hai ” etc. matches with the condition of
women on real ground while 35 respondents does not agree with the statement.
15
35
0
5
10
15
20
25
30
35
40
Yes No
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Q.7 Does daily soaps helps in breaking the stereotype image of women in society?
a) Yes b) No
Number of respondents Yes No
50 32 18
Interpretation
From the above data, it is observed that out of 50 respondents, 32 respondents says
that daily soaps helps in breaking the stereotype image of women in society whereas 18
respondents say no, daily soaps helps in breaking the stereotype image of women in
society.
32
18
0
5
10
15
20
25
30
35
Yes No
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Q.8 Often times we saw women in vamp characters as well. Do you think it creates
negative image of women?
a) Yes b) No
Number of respondents Yes No
50 30 15
Interpretation
From the above data, it is observed that out of 50 respondents, 30 respondents says
that women in vamp characters creates negative image of women, 20 respondents
women in vamp characters do not creates negative image of women.
30
20
Yes No
0
5
10
15
20
25
30
35
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Q.9 Does Daily Soaps emotionally effects on the audience psychology?
a) Yes b) No
Number of respondents Yes No
50 40 10
Interpretation
From the above data, it is observed that out of 50 respondents, 40 respondents thinks
that Daily Soaps emotionally effects on the audience psychology, while 10 respondents
thinks that Daily Soaps do not emotionally effects on the audience psychology.
40
10
0
5
10
15
20
25
30
35
40
45
Yes No
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Q.10 Do you think shows like “Halla Bol” or “Heroes”, encourage the women to
fight against something wrong?
a) Yes b) No
Number of respondents Yes No
50 40 10
Interpretation
From the above data, it is observed that out of 50 respondents, 40 respondents thinks
that, shows like “Halla Bol” or “Heroes”, encourage the women to fight against
something wrong while 10 respondents thinks that shows like “Halla Bol” or “Heroes”,
do not encourage the women to fight against something wrong.
40
10
0
5
10
15
20
25
30
35
40
45
Yes No
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3.3 Conclusion
Though the status of women in India, both historically and socially, has been one of the
respect and reverence, but the hard truth is that even today, they are struggling for
their own identity, shouting for diffusion of their voices and fighting for their own
esteem. Every day, they cross among the fears and fraught for individuality. Despite the
constitutional guarantee of equality of sexes, rampant discrimination and exploitation of
women in India continues. The incidence of bride-burning, woman battering,
molestation and ill-treatment of women are on increase. It is high time now that women
should get a respectable and dignified position in the Indian society. Awareness in the
women as well as society should be created and their equal rights should be effectively
implemented. Crimes against women should be made punishable and a research should
be done on every crime which comes to the light.
In the era of globalization and with revolution in means of communication and
information technology, the media role has become more crucial for women
empowerment in India. The Indian media now must focus on women issues in a decisive
way as their role is detrimental for the women empowerment in India. It is essential
that media should devote a good percentage of their programmes to create awareness
among women and the society at large, give information about women's rights and
machineries to approach for their all round development . Programmes to strengthen
women development should be enforced and news adversely affecting their
development should be censored or banned. Thus, t he distant dream of women
empowerment in India can be realized with the support of media, government and
NGOs. As Swami Vivekananda rightly said that “The nation which doesn't respect
women will never become great…..”. Therefore, in pursuit of making India a great
nation, media should work towards giving women their much deserved status.
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3.4 SUGGESTIONS
? Media should foster broad ethical content and moralizing impulse in the society
for emergence of civil society and better roles for women.
? Media should sensitize the issues in their perspective. The present position is
more on
commercial manifestation.
? Serials should present “survival stories” of women struggling between many roles
and
obligations that today’s society imposes on them.
? There should be no obscenity and vulgarity in the serials.
? Serials should show women working in wide variety of career settings. They
should be projected in diverse roles such as emancipated and independent
decision maker
? There is need to scrutinize all serials carefully to ensure that directors do not
portray women in
derogatory and stereotype image.
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CHAPTER 4
BIBLIOGRAPHY
?http://blueoceanmedia.in/media-offered/women empowerment .html
?http://vrittivaani.wordpress.com/2011/09/16/women empowerment through
daily soaps
?http://www.scribd.com/doc
?http://www.entrepreneur.com/article/76826
?http://deccanheralds/article/media plays a vital role in uplifting the role of
women in the society
? A research paper by Dr. Aaliya Ahmed and Ms. Malik Zahra Khalid on the topic
Construction of contemporary women in soap operas.
? A global media research on Women's Issues in India: Role and Importance of
Media by Purnima
32 | P a g e
ANNEXURE
33 | P a g e
Sample Questionnaire
Women Empowerment through Daily Soaps In India
Questionnaire
Name-
Age-
Sex-
Q.1 Are you aware about the term women empowerment?
Yes No
Q.2 Do you watch Indian Daily Soaps?
Yes No
Q.3 Do you think TV daily soaps help in encouraging women empowerment?
Yes No
Q.4 Have you examine any change in representing women on small screen from the
shows like “Udaan” to “Diya aur Bati Hum”?
Yes No
Q.5 Do you think shows like “Balika Vadhu” aur “Naa Ana Iss Desh- Lado”,
somewhere depicts and encourages the poor condition of women in society?
Yes No
Any comment (Optional):
34 | P a g e
Q.6 Does the way women are presented in the shows like “Bade Ache Lagte Hai”,
“Saraswatichandra”, “Yeh Rishta Kya Kehlata Hai ” etc. matches with the
condition of women on real ground?
Yes No
Any comment (Optional):
Q.7 Does daily soaps helps in breaking the stereotype image of women in society?
Yes No
Q.8 Often times we saw women in vamp characters as well. Do you think it creates
negative image of women?
Yes No
Q.9 Does daily Soaps emotionally effects on the audience psychology?
Yes No
Q.10 Do you think shows like “Halla Bol” or “Heroes”, encourage the women to
fight against something wrong?
Yes No
Any Comment you like to add(Optional):
Thank you so much for filling up this questionnaire
35 | P a g e
doc_513291961.docx
“Women Empowerment through Daily Soaps in India”
Submitted as a part of 2
nd
Semester Project, Paper Code- MMM 154, MMC-2012-14
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DWARKA
NEW DELHI
SUBMITTED BY:
Name: Nivedita Singh
Enrolment No: 05920304013
Semester: 2nd
2 | P a g e
ACKNOWLEDGEMENT
I wish to extend my heartfelt gratitude towards my institution University School of Mass
Communication (USMC), I.P. University, for envisaging such a stupendous project.
I owe my deepest gratitude to my mentor Dr. Sarvesh Dutt Tripathi, without whose
guidance this dissertation would have been incomplete. He constantly guided me
through my project and gave his valuable advice and time for the same.
This project wouldn’t have been a success without the support of the college
management and library authorities, who cooperated with me every single time,
providing me access to the wealth of books that the library of IP University possesses.
I am also grateful to my family members for providing me the facilities required for
carrying out this project.
3 | P a g e
DECLARATION
I,Nivedita Singh, student of MMC 2
nd
Semester, hereby declare that this project titled
“Women Empowerment through Daily Soaps In India” has been completed by me under
the supervision of Asst. Professor, Dr. Sarvesh Dutt Tripathi.
The work undertaken and presented is my original and has not been produced
elsewhere to the best of my knowledge and belief.
4 | P a g e
CERTIFICATE
This is to certify that, Nivedita Singh, student of University School of Mass
Communication, I.P. University, enrolled in the course Masters in Mass Communication,
roll no 05920304013, has successfully completed the project on the topic “Women
Empowerment through Daily Soaps In India” under my guidance and supervision. This
project is in partial fulfillment of MMC 2
nd
Sem. program, IP University.
This project is a record of independent research carried out by Nivedita Singh. This has
not been previously submitted for any award of diploma, degree, fellowship or other
title and has been submitted to the subject in charge within the given time frame.
Signature of the Mentor Signature of the Student
(Dr. Sarvesh Dutt Tripathi) (Nivedita Singh)
Asst. Professor Roll Num: 05920304013
USMC MMC 2
nd
Semester
IP University
5 | P a g e
INDEX
S.NO TOPIC Page no.
1
Chapter 1
? Abstract
? Introduction
6
7
2
Chapter 2
? Review of literature
? Objectives
? Hypotheses
? Research methodology
12
13
14
15
3
Chapter 3
? Data collection
? Data analysis and interpretation
? Conclusion
? Suggestions
16
17
27
28
4
Chapter4
? Bibliography
? Annexure
29
30
6 | P a g e
CHAPTER 1
Abstract
Women are an important component of our society. The issue of the empowerment of
women is a matter of serious concern and thought. Efforts are being made to establish
the significant role that she can play to uplift herself, her family and the society at large.
Women play an important role to make society progressive and lead it toward
development. They are vital assets of a vibrant society required for national
development. There can be no denying the fact that women play a key role in shaping
the society provided they are given the right and equal opportunities at the right time.
The efficacy of television as a means of communication is very high vis-à-vis women.
Television has an important role in shaping and influencing their views, opinions and
attitude. Soap operas are a very popular genre and have a huge viewership.
7 | P a g e
INTRODUCTION
1.1 Mass Media and Women Empowerment
Mass media are regarded as powerful
intervening factors in the process of
modernization and social development. The
question that needs to be critically analyzed
and examined is whether the contemporary
media are still aware of their basic functions –
inform, educate and entertain people. Media as
the watch dog of society have the responsibility
of keeping an eye on the social changes in the
major social institutions and their sub-systems. Women empowerment should bring a
situation where women can use their fullest potential and capacity to construct a better
human society for all and media has a critical role to play in responding to these
processes. Media commitment and support are seen as necessary for social reform and
various movements towards achieving a better equality of life for women.
From the ultra – feminism of the 60’s to the introspection on women status in the 70’s,
to women development in 80 and to women empowerment in the 90’s there has been a
reshaping of paradigms of human development especially on the feminine front. The
mainstreaming of a gender perspective in the development process through women
specific policies and objective oriented intervention programs is an important goal of
the National Policy for Empowerment of Women (2001). It was argued that Indian
television in early 1990?s addressed up - worldly mobile women as the prime market for
consumer goods and at the same time trying to engage them in constructing a national
culture through Ramayana and Mahabharata – in which role of women in family,
community and nation was depicted as cardinal. Media are very effective, powerful and
influential in disseminating new knowledge, useful for behavior change among women,
thus influencing women empowerment variables as well. Hum Log in 1987, audience of
80 million promoted smaller families and equal status for women. Empowerment of
women involves the process of challenging unfavorable power relations that lead to
their oppression and at the same time strengthening women actions to gain control
over their lives through strategies and policies based on greater gender equality.
Communication through women voices and experiences is the basic step towards
empowerment of women. Development strategies must focus on greater freedom of
expression and communication to ensure women empowerment.
8 | P a g e
1.2 Media Coverage of Women Issues
Media implicitly rank the importance of the
public issues according to the amount of
press coverage devoted to an issue. Lack of
appropriate media coverage of an issue leads
to the implication that the topic is not
important. Public awareness is significantly
lessened if a story is not reported. Violence
against women is a global pandemic and the
consequences of media ignorance and bias
are horrific. In India, the amount of coverage in mainstream media is inversely
proportional to the actual prevalence of the kinds of violence and gives a false
impression. Most disturbing is the disproportionate coverage of sensationalized
violence. Invariably, rape stories get far more coverage than domestic violence stories.
In all likelihood, this is because rape stories usually focus on one individual woman. If
she is attractive, she is a very marketable victim. It is no accident that rape is a frequent
theme in pornography. The sexual brutalization of women is a highly marketable
business and a profitable story for the news media. For example the Indian media, be it
press or the broadcasters, choose to highlight the rape and murder of a 14-year-old girl
rather than to report about the success of women in recent panchayat elections in the
country. The media have no time to show the actual problems of real India at the grass
root level, its culture, traditions, faiths and beliefs and so on. They usually show only
those handpicked stories which sells and increase their TRPs.
Even the amount of media coverage women get overall is much less than men do. Men
are provided with a larger number of opportunities to present their viewpoints and
shown in diverse roles in all areas like administration, law, business, science and
technology. While representation of women varies from negligible to total exclusions
and are interviewed and talked about only in certain accepted professions such as
educationists or doctors. If they are interviewed
for achieving success in a ‘male' profession, then
it often goes to great pains to point out her
‘feminist'.
Indian media needs to be sensitized to gender
issues. It should play proactive role in inculcating
gender sensitivity in the country and should
ensure that women are not depicted in poor light.
It should devote special slots for crimes against
women in India and discuss all proactive aspects.
9 | P a g e
The challenge before media is to move beyond clubbing
what happens to women with routine crime briefs, on
the one hand, and sensational stories, on the other.
Media should take a proactive role in creating public
awareness on the rights and privileges of women.
Constitutional and legal rights should also be advertised
and discussed regularly. The latest rulings and judgments
are discussed so that the public are made aware of these
rulings. Press Council should be given more teeth so that
they could intervene effectively to counteract
objectionable publications. There must be mechanisms
to sensitize Censor Boards and bring about a working
dialogue between members of the Censor Board and citizens groups.This is the time to
rethink and revisit the country's mass media policy. There are many issues which should
be discussed threadbare to have an unbiased and healthy media policy in the
country. But before that materializes, the stalwarts of Indian mass media should
exercise prudence and restraint, show the truth, unadulterated, undoctored and
unbiased news and views, unbiased analysis and non-sensationalization of events or
incidences whether big or small.
1.3 Television and Women in India
Doordarshan, with its social objectives which are, in part, to spread family planning, to
control population and uplift family welfare and to uplift the well-being of women,
children and the less privileged (Doordarshan, 1996), plays an important role in the
states? efforts in the development of women in the country. Yet documentation
squarely frame the recipients of development initiatives as helpless, lower caste and
lower class women , and nationalist serials and dramas that construct the ideal women
as chaste, middle class, upper caste and Hindu, have persisted through the 1980’s
During the ,good-old days of Doordarshan, there had been several programmes like
„Udaan? that dealt with issues concerning a woman’s struggle , her dreams of
becoming an IPS Officer.
This was probably the first Indian television show on women empowerment. Inspired by
the real-life story of Kavita Choudhary's (the director of this series) elder sister Kanchan
Choudhary who after several hardships went on to become the first female Director
General of Police , it inspired its viewers and instilled in its female audience a desire for
emancipation –beyonds the claustrophobic nets of society. However, with the advent of
cable and satellite television and a major upheaval following it, things rapidly changed
and serials stopped short of projecting those that could prove beneficial for uplifting
these maimed section of the society. The new millennium saw the phenomenal success
10 | P a g e
of the soaps involving family dramas (Kasauti Zindagi Kay , Kyunki Saas Bhi Kabhi Bahu
Thi to name a few ) championed by none other than Ekta Kapoor. True it is that her
Balaji Productions indeed revolutionized Indian serials which now shifted the camera
lens from outside to the dark nitty-gritty’s within a family household. This narrowing
down of the targeted domain brought to surface several hidden truths, opened up
several new arenas that society needed to concentrate upon. But the phenomenal
success of these serials never obliterated the fact that they targeted a certain, specific ,
economically privileged section of society where the main source of familial income was
either inherited property or that amassed by business activities. This particular focus on
such women who were married off to rich households often belonging to elite class
themselves further alienated these serials from a larger reality- reality that changed
over the decade. No matter how „modern? the women characters were in these serials
with respect to their attire and access to technology, the mode of presentation of these
women with junk jewellery and designer sarees failed to bring within its territory the
struggling middle class. Throughout the decade such typifications and vilification
continued with ornamentally decked up women lit up the screen and sensuously
dressed vamps exercised her heinous tricks.
11 | P a g e
1.4 Changing Fashion Trends in Daily Soaps
Daily soaps also help in changing the fashion trends. From
Akshara sarees collection in “Yeh Rishta Kya Kehlata Hai ” to
Sakshi Suits collection in “ Ek nayi Pehchan” .All these
collections are very popular amoung teenage girls and
ladies.The changing fashion trends started with the ekta
kapoor “K” serials, were komolika hairstyle and bindi
became very popular in the market. Even today as well Gopi
mother- in – law bindi and jewellary in the show “Sath
nibhana Sathiya” is very famous. In the show Jodha Akhbar ,
jodha jewellary is very popular. Hence it can be said that
today not only big screen but also small screen shows also changing the fashion trends
in the market. The impact of prime time soap operas on the contemporary Indian
society is very high. The change is theme of daily soaps tells about the changing trends
of society. The first show based on women empowerment “Udaan” Inspired by the real-
life story of Kavita Choudhary's (the director of this series) elder sister Kanchan
Choudhary who after several hardships went on to become the first female Director
General of Police , it inspired its viewers and instilled in its female audience a desire for
emancipation –beyonds the claustrophobic nets of society. Then comes the era of family
melo dramas were the three most successful soaps from Balaji Telefilms – ‘Kyunki Saas
Bhi Kabhi Bahu Thi’, ‘Kahaani Ghar Ghar Kii’ and ‘Kasautii Zindagi Kay’ – were obvious
choices, having topped TRPs for eight years. Also ‘Saat Phere… Saloni Ka Safar’ and
‘Sapna Babul Ka… Bidaai’ are the counterfoil, because they were the first to challenge
the K soaps’ supremacy, and both were issue-based, focusing on the dark skin/fair skin
thesis. Viewership data shows that the audience base has spread from metros to include
smaller towns and villages, and TAM (Television Audience Measurement) data now
tracks this. In such like Balika Vadhu
based on child marriage , Naa ana iss
desh Lado based on female feticide a
scenario, stories of soaps have to take
into account issues that relate to a
larger base of people. Besides, after
eight years of the family sagas of K
soaps, people were looking for a
change. During 1950s radio dramas in
12 | P a g e
the US that were broadcast during the day, when women were mainly at home doing
household chores. In addition, the very genre of soap operas is women-centric. This is
the case not just in India, but anywhere in the world. The soaps’ characteristic address is
to women viewers. DD had some landmark shows such as ‘Hum Log’ and ‘Buniyaad’.
One must also remember, however, that DD was the only channel available to us. Open
skies policy means more to choose from. Of course, the recognisability of channels also
helps, in that Star Plus, Colors and Zee have greater recognition value. women be
considered regressive if they are homemakers. Soap stories, being women-centric by
definition, locate the woman in the family home. In soaps, competence in the personal
sphere is valued and women are able to handle difficult situations well because of it,
and this is crucial. Women like Parvati and Tulsi have very strong moral centres.
Nowadays, there are women characters with more shades of grey than earlier who are
very much in control, as well as characters who despite living in fear of their mothers-in-
law, show definite sparks of revolt. And, very importantly, unlike many Bollywood films,
women and their bodies in soaps are not objectified. Soaps work at many levels. The
overtly visible impact includes the influence on fashion in jewellery, clothes and
accessories. Soaps have popularized festivals like Karva Chauth to the extent that it is
now celebrated all over India. The mangalsutra is now worn by communities where it
was not the norm earlier. Very importantly, and however strange it sounds, soaps play a
role in empowering women. Recent academic research clearly demonstrates that rural
women admire the independence of strong soap heroines, especially Tulsi and Parvati.
Today shows were also portray women as a powerful section of society.Not only star
,zee, or colors but also youth oriented channels like V, MTV, BINDASS also makes
women oriented shows like “Sadda Haq”, reality based shows like “heroes”,"Halla Bol”
based on women who fought back against crime they suffered.
13 | P a g e
CHAPTER 2
2.1 Review of Literature
? A research paper by Debanjali Roy on REALITY OR MYTH: REPRESENTATION OF
WOMEN IN INDIAN TV SERIALS works on 2 women centric TV shows-“ Uttran”
and “Balika Vadhu” were both scored high on TRP charts. She talks about the
multidimensional and diversified role of women that she plays every day
irrespective of its age, class, and culture she belongs to.
? An article published on Deccan Heralds says that media plays a vital role in
uplifting the role of women in the society and making society women centric.
? Another research paper by Shashi Kaul and Shradha Sahni on Portrayal of
Women in Television (TV) Serials says that It is a fact that the Indian society
generally considers women as weak and as a liability. As a result, a woman
undergoes tremendous traumas from birth to death. This negative attitude
towards women in real life is very much reflected in way media represents them
as well. Regarding the image of women shown in serials, majority of both the
respondents felt that as women are mostly projected as housewives and
glamorous. The stereotype is either a quite young, professional, beautiful super
woman or a relatively passive and traditional woman living mostly according to
the rules set by her man.
? A global media research on Women's Issues in India: Role and Importance of
Media by Purnima says that it is essential that media should devote a good
percentage of their programmes to create awareness among women and the
society at large, give information about women's rights and machineries to
approach for their all round development . Programmes to strengthen women
development should be enforced and news adversely affecting their
development should be censored or banned.
? A research paper by Dr. Aaliya Ahmed and Ms. Malik Zahra Khalid on the topic
CONSTRUCTION OF CONTEMPORARY WOMEN IN SOAP OPERAS says that
Women are an important component of our society. The issue of the
empowerment of women is a matter of serious concern and thought. Efforts are
14 | P a g e
being made to establish the significant role that she can play to uplift herself, her
family and the society at large. The efficacy of television as a means of
communication is very high vis-à-vis women. Television has an important role in
shaping and influencing their views, opinions and attitude. Soap operas are a very
popular genre and have a huge viewership.
15 | P a g e
2.2 OBJECTIVES
Objectives are the mere set of goals that the researcher wants to achieve. They are
those goals for which researcher plan the whole research and further design those
methods which will help him to achieve desired goals. The main aim of the research is to
find out the truth which is hidden and which has not been discovered yet.
The objective of the study is to find out:
? Study the ways how they represent women
? Changing scenario of representing women in daily soaps
? Change in psychology towards feminist
? Differentiating the representation of women from “fiction” world to “ actual”
ground
? Are they ( TV daily soaps) successful in breaking the stereotype image of women
? How audience respond towards this change
16 | P a g e
2.3 HYPOTHESES
Hypotheses are tentative assumptions made in order to draw out and test its logical or
empirical consequences. The role of the hypotheses is to guide the researcher by
delimiting the area of research and to keep him on the right track.
The Hypotheses, according to the review of literature and my intuition is the following:
Null Hypothesis
? The people feel that only few shows helps in promoting women empowerment
but most of the daily soaps might get mislead or gone off the track after some
time.
? People watch these shows just for entertainment
.
17 | P a g e
2.4 REASEARCH METHODOLOGY
Our research is Descriptive Research. Descriptive research includes surveys and fact
finding enquiries of different kinds. The major purpose of descriptive research is
description of the state of affairs as it exists at present. The main characteristics of this
method are that the researcher has no control over the variables; he can only report
what has happened or what is happening. The methods of research utilized in
descriptive research are survey methods of all kinds.
Sample of study: A sample of present day study comprised 50 people. The sample of
study was selected through random sampling method.
Tools for data collection: The research tool for data collection is survey by
questionnaire.
Validity and reliability: The questionnaires was shown to the USMC allotted mentor of
Guru Gobind Singh Indraprastha University to check the content validity, nature of
statements, charity of system suggestions given by experts were incorporated in the
questionnaire.
Collection of data: Data were collected in the month of October from 50 people.
Population of study: The population of study consists of students, parents, working and
non working.
TARGET AUDIENCE
We have targeted people from all age group starting from 18-50 years for our research
because mostly these age group people watch daily soaps and specially targeted on
women in the way they are represented in the daily soaps. I have divided the age groups
into 3 parts:-
? 18-25
? 26-35
? 36-50
Hence, our target audience will include teenagers and middle age people who often
watches television and follow their trends
18 | P a g e
CHAPTER 3
3.1 DATA COLLECTION
Data collection is a term used to describe a process of preparing and collecting data. The
purpose of data collection is to obtain information to keep on record, to make decisions
about important issues, to pass information on to others.
This study is mainly based on primary data like data related to whether people feel that
TV daily soaps helps in promoting women empowerment and, so all these primary data
was collected by questionnaire technique.
Data collection will be broadly done under the following two categories namely, data
from secondary sources and primary sources (field survey)
A questionnaire will be used as the quantitative instrument for this study.
Questionnaires would be delivered to and collected from volunteer participants.
For the research purpose, out of sample of 50 people forty percent of the people were
included in the age group of 18 years to 25 years who go for colleges and rest sixty
percent were included in the age group of 26 years to 35 year and 36 to 50 years.
The people were asked about their preference in terms of watching advertisement,
content, their awareness about women empowerment, their opinion about role of
actors and actresses in delivering the content etc.
Survey method of data collection is used. The tool used for the same purpose is
questionnaire.
Questions used in this research are closed-ended. These questions limit the option given
to the respondent and thus the information collected becomes easy for tabulation and
interpretation and thus resulting in finite result.
19 | P a g e
3.2 DATA ANALYSIS AND INTERPRETATION
Q.1 Are you aware about the term women empowerment?
a) Yes b) No
Number of respondents Yes No
50 40 10
Interpretation
From the above data, it is observed that out of 50 respondents 40 respondents are
aware about women empowerment and 10 respondents are not aware about women
empowerment.
40
10
0
5
10
15
20
25
30
35
40
45
Yes No
20 | P a g e
Q.2 Do you watch Indian Daily Soaps?
a) Yes b) No
Interpretation
From the above data, it is observed that out of 50 respondents, 30 respondents watch
daily soaps and 20 respondents do not watch it.
Number of respondents Yes No
50 30 20
30
20
0
5
10
15
20
25
30
35
Yes No
21 | P a g e
Q.3 Do you think TV daily soaps help in encouraging women empowerment?
a) Yes b) No
Number of respondents
Yes No
50 30 20
Interpretation
From the above data, it is observed that out of 50 respondents, 30 respondents feel that
TV daily soaps help in encourage women empowerment whereas 20 respondents feels
that daily soaps does not contribute in women empowerment.
30
20
0
5
10
15
20
25
30
35
Yes No
22 | P a g e
Q.4 Have you examine any change in representing women on small screen from the
shows like “Udaan” to “Diya aur Bati Hum”?
a) Yes b) No
Number of
respondents
Yes No
50 35 15
Interpretation
From the above data, it is observed that out of 50 respondents, 35 respondents feels
that there is a change in women representation in daily soaps whereas 15 respondents
do not think that there is a change in women representation in daily soaps .
35
15
Yes NO
0
5
10
15
20
25
30
35
40
23 | P a g e
Q.5 Do you think shows like “Balika Vadhu” aur “Naa Ana Iss Desh- Lado”,
somewhere depicts and encourages the poor condition of women in society?
a) Yes b) No
Interpretation
From the above data, it is observed that out of 50 respondents, 10 respondents says
that shows like “Balika Vadhu” aur “Naa Ana Iss Desh- Lado”, somewhere depicts and
encourages the poor condition of women in society while 40 respondents says that
shows like “Balika Vadhu” aur “Naa Ana Iss Desh- Lado”, do not depicts and encourages
the poor condition of women in society. These shows tells the truth that even after lots
of advancement, still there are few states where such kind of tradition where followed.
Number of respondents Yes No
50 10 40
10
40
0
5
10
15
20
25
30
35
40
45
Yes No
24 | P a g e
Q.6 Does the way women are presented in the shows like “Bade Ache Lagte Hai”,
“Saraswatichandra”, “Yeh Rishta Kya Kehlata Hai ” etc. matches with the
condition of women on real ground?
a) Yes b) No
Number of respondents Yes No
50 15 35
Interpretation
From the above data, it is observed that out of 50 respondents, 15 respondents says
that the way women are presented in the shows like “Bade Ache Lagte Hai”,
“Saraswatichandra”, “Yeh Rishta Kya Kehlata Hai ” etc. matches with the condition of
women on real ground while 35 respondents does not agree with the statement.
15
35
0
5
10
15
20
25
30
35
40
Yes No
25 | P a g e
Q.7 Does daily soaps helps in breaking the stereotype image of women in society?
a) Yes b) No
Number of respondents Yes No
50 32 18
Interpretation
From the above data, it is observed that out of 50 respondents, 32 respondents says
that daily soaps helps in breaking the stereotype image of women in society whereas 18
respondents say no, daily soaps helps in breaking the stereotype image of women in
society.
32
18
0
5
10
15
20
25
30
35
Yes No
26 | P a g e
Q.8 Often times we saw women in vamp characters as well. Do you think it creates
negative image of women?
a) Yes b) No
Number of respondents Yes No
50 30 15
Interpretation
From the above data, it is observed that out of 50 respondents, 30 respondents says
that women in vamp characters creates negative image of women, 20 respondents
women in vamp characters do not creates negative image of women.
30
20
Yes No
0
5
10
15
20
25
30
35
27 | P a g e
Q.9 Does Daily Soaps emotionally effects on the audience psychology?
a) Yes b) No
Number of respondents Yes No
50 40 10
Interpretation
From the above data, it is observed that out of 50 respondents, 40 respondents thinks
that Daily Soaps emotionally effects on the audience psychology, while 10 respondents
thinks that Daily Soaps do not emotionally effects on the audience psychology.
40
10
0
5
10
15
20
25
30
35
40
45
Yes No
28 | P a g e
Q.10 Do you think shows like “Halla Bol” or “Heroes”, encourage the women to
fight against something wrong?
a) Yes b) No
Number of respondents Yes No
50 40 10
Interpretation
From the above data, it is observed that out of 50 respondents, 40 respondents thinks
that, shows like “Halla Bol” or “Heroes”, encourage the women to fight against
something wrong while 10 respondents thinks that shows like “Halla Bol” or “Heroes”,
do not encourage the women to fight against something wrong.
40
10
0
5
10
15
20
25
30
35
40
45
Yes No
29 | P a g e
3.3 Conclusion
Though the status of women in India, both historically and socially, has been one of the
respect and reverence, but the hard truth is that even today, they are struggling for
their own identity, shouting for diffusion of their voices and fighting for their own
esteem. Every day, they cross among the fears and fraught for individuality. Despite the
constitutional guarantee of equality of sexes, rampant discrimination and exploitation of
women in India continues. The incidence of bride-burning, woman battering,
molestation and ill-treatment of women are on increase. It is high time now that women
should get a respectable and dignified position in the Indian society. Awareness in the
women as well as society should be created and their equal rights should be effectively
implemented. Crimes against women should be made punishable and a research should
be done on every crime which comes to the light.
In the era of globalization and with revolution in means of communication and
information technology, the media role has become more crucial for women
empowerment in India. The Indian media now must focus on women issues in a decisive
way as their role is detrimental for the women empowerment in India. It is essential
that media should devote a good percentage of their programmes to create awareness
among women and the society at large, give information about women's rights and
machineries to approach for their all round development . Programmes to strengthen
women development should be enforced and news adversely affecting their
development should be censored or banned. Thus, t he distant dream of women
empowerment in India can be realized with the support of media, government and
NGOs. As Swami Vivekananda rightly said that “The nation which doesn't respect
women will never become great…..”. Therefore, in pursuit of making India a great
nation, media should work towards giving women their much deserved status.
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3.4 SUGGESTIONS
? Media should foster broad ethical content and moralizing impulse in the society
for emergence of civil society and better roles for women.
? Media should sensitize the issues in their perspective. The present position is
more on
commercial manifestation.
? Serials should present “survival stories” of women struggling between many roles
and
obligations that today’s society imposes on them.
? There should be no obscenity and vulgarity in the serials.
? Serials should show women working in wide variety of career settings. They
should be projected in diverse roles such as emancipated and independent
decision maker
? There is need to scrutinize all serials carefully to ensure that directors do not
portray women in
derogatory and stereotype image.
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CHAPTER 4
BIBLIOGRAPHY
?http://blueoceanmedia.in/media-offered/women empowerment .html
?http://vrittivaani.wordpress.com/2011/09/16/women empowerment through
daily soaps
?http://www.scribd.com/doc
?http://www.entrepreneur.com/article/76826
?http://deccanheralds/article/media plays a vital role in uplifting the role of
women in the society
? A research paper by Dr. Aaliya Ahmed and Ms. Malik Zahra Khalid on the topic
Construction of contemporary women in soap operas.
? A global media research on Women's Issues in India: Role and Importance of
Media by Purnima
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ANNEXURE
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Sample Questionnaire
Women Empowerment through Daily Soaps In India
Questionnaire
Name-
Age-
Sex-
Q.1 Are you aware about the term women empowerment?
Yes No
Q.2 Do you watch Indian Daily Soaps?
Yes No
Q.3 Do you think TV daily soaps help in encouraging women empowerment?
Yes No
Q.4 Have you examine any change in representing women on small screen from the
shows like “Udaan” to “Diya aur Bati Hum”?
Yes No
Q.5 Do you think shows like “Balika Vadhu” aur “Naa Ana Iss Desh- Lado”,
somewhere depicts and encourages the poor condition of women in society?
Yes No
Any comment (Optional):
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Q.6 Does the way women are presented in the shows like “Bade Ache Lagte Hai”,
“Saraswatichandra”, “Yeh Rishta Kya Kehlata Hai ” etc. matches with the
condition of women on real ground?
Yes No
Any comment (Optional):
Q.7 Does daily soaps helps in breaking the stereotype image of women in society?
Yes No
Q.8 Often times we saw women in vamp characters as well. Do you think it creates
negative image of women?
Yes No
Q.9 Does daily Soaps emotionally effects on the audience psychology?
Yes No
Q.10 Do you think shows like “Halla Bol” or “Heroes”, encourage the women to
fight against something wrong?
Yes No
Any Comment you like to add(Optional):
Thank you so much for filling up this questionnaire
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doc_513291961.docx