Gender, Power, and Communication in Human Relationships

By Pamela J. Kalbfleisch; Michael J. Cody | Go to book overview
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Chapter 12
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

____________________
1
Almost universally in developed, highly industrialized societies, while many less developed societies are rapidly expanding the reach of their broadcasting systems as television sets become increasingly accessible and affordable.

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