Topic from mass media studies book Essay Example | Topics and Well Written Essays - 750 words

Topic from mass media studies book - Essay Example With such powers mass media has emerged as a tool that can be used to direct people to adopt and adapt to different perspectives. Such influences are also being countered with contemporary mass media campaigns that are opinion leaders for the status quo. The social aspect of mass media impact is observable and, indeed, gives birth to soft sciences like sociology and anthropology. John Locke coined a theory namely Tabula Rasa which stated that man is a clean slate at birth. It is society that starts writing on this clean tablet. And mass media is one of the major writing forces that influence a society (IJCRB,  2-5). With the domination of men in almost all spheres of life it was natural from the very beginning of mass media communication that they assume a dominant role. Liberalization later wedged women into media management. The long history of social inequality mass media has propagated has two periods. First part is solely male dominant period. And the second part is the revival of equality and retrieval of hijacked society. There is a cynical opinion that never accepts this. Whereas reality is what one could impartially observe. The role that is given to women in media and the way this gender is portrayed does not show a very simple concept that, ‘women are half of the population and mothers of the other half’. At the same time it is also a very pessimist opinion that media is exploiting vulnerabilities of this gender. Women in media have been struggling to retrieve its lost equity from men. It is now an accomplished fact that women have punctured the prejudice that men are the front end of society. There is a mix of stats and opinions but it is fortunate for today that the overall direction is towards neutralizing the gender discrimination through media. Mass media is helping the cause and role of women in media is interfering, constructively, the