Television Promotion of Gender Equality in Societies
Everett M. Rogers University of New Mexico
Thomas M. Hirata University of Southern California
Ankila S. Chandran University of Southern California
Jeffery D. Robinson University of California, Los Angeles
Prosocial television programming is gaining popularity as an effective means of promoting increased gender equality in societies such as the United States and India. Television is an ideal medium for mass dissemination of pro-social messages because (a) television is widely available1; (b) television conveys more complex audio and visual information than radio, and requires minimal prior knowledge or education, compared to radio or print; and (c) television is able to sustain viewer interest and deliver information over extended periods of time.
India and the United States are presented here as examples of different societies in which various television strategies have been employed to promote increased gender equality. First, an overview of the research perspectives on media and____________________
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Publication information: Book title: Gender, Power, and Communication in Human Relationships. Contributors: Pamela J. Kalbfleisch - Editor, Michael J. Cody - Editor. Publisher: Lawrence Erlbaum Associates. Place of publication: Hillsdale, NJ. Publication year: 1995. Page number: 277.
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