Visual Media and Violence Against Women

The twentieth century is characterised by remarkable changes in our social environment and social communication. It is an era of communication.  It witnessed the emergence and overload of mass media. Mass Media, which has positive and negative aspects, to an extent is responsible for the culture of violence specially violence against women. Recent studies indicate an alarming increase in social violence specially violence against women with the increase in filmed violence. Violence in Media has made a mockery of age old traditional principles and values. To an extent the image of women is tarnished by the visual media.

In this given situation visual media, radio, television, films, videos, internet and even new media have occupied a central place and plays vital role in human life. Scenes of violence against women are on the increasing side in television and in other media. One often reads, hears or even witness killing, murder, shootings, bombings or actually become victims of such actions and events. Visual Media undoubtedly contribute for violence against women.

What is violence?

Before proceeding further, it is important to define the term clearly. According to Oxford Dictionary violence is “behaviour involving physical force intended to hurt, damage, or kill someone or something”. (http://oxforddictionaries.com)

Portryal of women in the visual media

Women are invariably given a raw deal in media. It project women as an object of entertainment, a commodity a piece of decoration and a symbol of sex. Colorful costumes, seductive facial and body languages are all suggestive of the fact that women are for entertainment. Advertisements use them at any length to sell any product. The women and girls are stereotyped as less competent human beings, meant for exploitation by men, objects of sexual pleasure, to serve man as wives, servants and slaves. The vast range of studies conducted on media with reference to the manner in which they present women, researchers have found media guilty of following aspects.  Women, in spite of their many achievements, are absent from important news in T.V and press. Image of women as professionals, labourers, farmers, teachers are seldom portrayed. If portrayed, it is always in a deteriorating manner. Women's imagery as sexual objects are projected adding feminine nudity or scantily clad women to any brand that is advertised. Products consumed mostly by men alcohol, tobacco, cigarettes, briefs cigarettes, shaving cream, and Cola drinks, washing powder, perfumes cosmetics etc... seem to soar in sale if added flavour of a women's body in an erotic attraction accompany them. This is true in television, print and in internet advertising. All these contribute to violence against women in one form or the other. (Shepherds for an Informaation Age, 2000)

Most often serials depict women and young female adults as involved in plotting and premarital, extra-marital illicit affairs. In the consumerist society she is portrayed as wearing costly, heavy golden and diamond jewellery. Often she is seen as a fundamentalist perpetuating her religious vigour and enthusiasm.  Media serials and films in particular project women engaging in mega parties, living in palatial houses, moving about in luxury cars, elegant make ups, closely involved in individual matters. Television channels in pursuit of fresh faces employ pretty, fair looking and young girl who at times do not have in depth knowledge or presentation skills. (Sharma, 2005)

Visual Media and ViolenceDoes visual media foster violence is a frequently asked question and a topic for heated debate among the researchers. Shearon A. Lowery, Melwin  L De Fleur in their book  “ Milestones in mass Communication Research: media research effects, in section on television and behaviour states that “there is positive relationship between televised relationship and agression”. (Shearon A. Lowery, 1983)

Studies reveal that teenagers are influenced and affected by what they see in television and in other visual media. They are influenced by pornographic sites, films and other violent sites and to indulge in rapes and other violent activities. Rapes of older women, minors and kidnapping have become common. Just as art imitate life visual media reflect what takes place in the society. A person who is engaged in crime and other forms of violence not necessarily be influenced by films or other. A criminal is not necessarily inspired by filmed violence because male dominance and female subservient nature exist in India for generations. So too wife beating and domestic violence are not isolated cases in India. The visual media, be it television or cinema or any other form of media, is a very powerful vehicle for exchanging ideas and images. It creates a realm of reality which seems very real and the audience are unable to differentiate between the constructed, reality that is, the difference between reel and the real. (Das, 2012)

Direct effect of violence scenes against women in visual media

Research suggests that violent video games and movies may make people numb to pain and suffering of others. Further research shows that violent media also affect someone’s willingness to offer help to an injured and afflicted person. These studies clearly show that violent media exposure can reduce willingness to help others who are victims of violence. (Nuert, 2009) 
   Heavy media, viewers to violence are less helpful to others in need because they are ‘comfortably numb’ to the pain and suffering of others. To borrow the title of a Pink Floyd song,” he said. People who had played a violent game slow to help the victim than those who played nonviolent games. They are also less likely to notice and report the fight. And even if they reported it, they lessen the seriousness than did those who had played a nonviolent game. (Nauert, 2009)

Repeated portrayal and viewing of violent films makes the audience insensitive to the real happenings of violence.  In other words viewers become more desensitized with repeated exposure to mediated aggression and sexual imageries. They look for newer forms of violence for entertainment. This media desensitization may have impact on real life and lead to harmful societal consequences and in real time violence.

Gender stereotyping is an age old phenomenon or an evil so to speak, in the society. Visual media foster and perpetuate traditional gender bias because it reflects the society and its predominant culture. In reflecting these values, television also reinforces them to present them as natural, spontaneous and as accepted norms. This stereo types emerging from male domination lead the producers to produce media content fitting to the societal norms and practices. This then forms a vicious circle of production favouring to the male dominated culture, in traditional male perspective, perpetuating dominant gender. All these make the audience to conclude that stereotyping and related issues, unjust and unfair deal against women as accepted norms. (Anand)

Conclusion

It is an undoubted factor that media especially visual media produce so much violent content. Often visual media has content depicting violence against women in one form or the other. Studies and researches have been conducted on visual media’s contribution to violence against women. However does it have ‘direct effect’ on the audience is not sufficiently studied upon especially with the coming of new media and other social networking media. Though materials are available on new media and it’s violent content in many forms, proper researches are inadequate make this point credible and substantial.

Works Cited

Anand, M. (n.d.), Women in Television: Depictions and Distortions. Women's Studies and Development Centre, Academic Research Centre, University of Delhi pp 1-5.

Das, R. (2012). Representaion of Violence Against women in Indain Print Media: A Comparitive Analysis. Global Media Journal- Indain Edition,Summer Issue, Vol. 3 , pp 2-3

Das, R. (2012). Representation of Violence Against Women in Indian Print Media: A Comparitive Analysis. Global Media Journal- Indian Edition, Summer Issue, Vol 3, pp 3-5

http://oxforddictionaries.com. (n.d.).

Nauert, R. (2009), Video Violence May Have Numbing Effect. University of Michigan , 20.

Nuert, R. (2009), Video Violence May Have Numbing Effect. University Michigan , 20.

Sharma, S. K. (2005t), Depiction of women inIndian Media: a Case of introspection for Media Planners. India Journal of Political Science, Department of political Science, Charansingh University, Meerut, UP , 32-36.

Shearon A. Lowery, M. L. (1983), Milestones in mass Communication Research: media research effects,Television and behaviour: Part 1 . London: Logman, Newyork pp 356.

Shearon A. Lowery, M. L. (1983), Milestones in mass Communication Research: media research effects,Television and behaviour: Part 1. New York, London: Logman, New York London pp 358- 359.

Shepherds for an Informaation Age. (2000), Bombay: Tej- Prasarni, Don Bosco Communications, PP 140-148