Hiren Trivedi
The issue concerning women's freedom, their sexual equality and acceptance of their identity has remained a subject of discussion and interrogation for the academicians, researchers and social scientist for long. With the educational awareness and with the rise of 'new world' and 'new woman', a lot has been done in the field that once was seemed to be just a dream. The way media has become a part of our day, it becomes essential us to study how it projects women in the society. Even in 21 st
more » ... y. Even in 21 st century, one would hardly disagree with the view that the basic mythic and archetypal image of the woman of the ancient time rooted so strongly in Indian subconscious that it still continues to haunt the minds everyone. Image of women in the Indian media has always been projected wrongly and unrealistically. Newspapers, magazines, radio, television and films which are the powerful sources to change the society to a positivism and liberalism, are not putting any concrete efforts to change the conventional image of Indian women. Whether it is a film of the 50s or of the first decade of this century, there has been little difference in the image of the celluloid women. Women's magazines in India focus almost exclusively on food, fashion and beauty, thus reinforcing the traditional roles of women. Media such as magazines or radio find hard to escape from the traditional portrayal of women. Whatever the medium of media is, the women characters are treated more in terms of abstractions, and their basic projection centers round the need to be loved and accepted. In the case of women's depiction, media just remains a mirror reflecting the reality, instead of trying to change the sordid reality to betterment. How women are represented in mass media ultimately results from an interplay of forces which mould social reality. These social forces are the mass media.