Gender and Power in the Media Essay

Media is the best avenue for companies to advertise their products, especially if they want to reach a greater scopre of target consumers. Every day, persuasion through the television, internet, and radio commercials, as well as in printed ads and billboards will make them sell more of their products in an effectual manner (Allen). Radio and television are the two channels where most Americans get information, especially news, aside from the Internet, magazines, and many others. And because of these two media, they can definitely change the way audiences perceive things in society, especially the youth, who may be more vulnerable to media influence compared to adults. This may partly be attributed to their inexperience. It affects how they decide on things that matter greatly to them and to others (Reed). The core and obvious difference is that the radio only produces sound, while the television produces both sound and images. The radio was formed from different ideas coming from Michael Faraday’s electromagnetism, to James Clark Maxwell’s treatise on electricity and magnetism, to Heinrich Hertz’ Hertzian waves, down to Gugliemo Marconi’s wireless telegraph and signal company (the world’s first radio factory) and tuned syntonic telegraphy (Parker). The radio was first used as a transmitter of information, especially for the ships who sails long distances (Parker). This later on became a major requirement for ships, especially to have radio auxiliary power and two operators with a licensed driver after the Titanic sank in early 1900’s (Schoenherr). Previously, the programs in radio were only for musical and talk show purposes. However, starting 1940, the programs in radio also offered drama and news (Schoenher). In California, KALW San Francisco is one of the stations that operated in FM as it was aired on September 1. 1941. It was licensed by the Federal Communications Commission on March 10, 1941, to broadcast educational programs. Its first program was Schoolcast. The listeners of this program were mostly soldiers training in tanks as their radio is reached by the signal of the station (Tripod. com). Radio was even once classified as monopolistic competition, as only few individuals or group of people operate the radio industry in some states. But with the Telecommunications act of 1996, ownership was also granted to some groups (Drushel). Nowadays, there are registered and licensed 643 public and private FM and AM radio stations available for the listeners in California. One of these is 102. 7 KIIS FM or KISS FM in Spanish located in Los Angeles (SHG Resources State Handbook and Guide). The station was first heard in 1948. Presently, it was owned and managed by Clear Channel Communications. The station is actually a result of change formats, purchasing, and trade frequencies among defunct radio stations, individuals, and companies. Today it the stations is also known as LA’s #1 Hit Music Radio Station as it is one of the highest rated Radio station in the United States, and is recognized as 2007’s station of the year. The station plays R&B, pop, and rock music. They said that their play list is based on the likes of their listeners. Unlike any other station, they censor the songs before they play it on air. One of the popular personalities in the station is Ryan Seacrest. In society, some topics are beyond common knowledge, for example technical terms that are medical in nature and only medical experts can further explain. By having discussions on the radio or in television or having these placed in an article will allow information for more people, especially if these concern health and safety of the majority. Critical issues need to be exposed, analyzed, evaluated, and properly addressed, thus the role of media is vital in this stage (RadioIslam. org). Popular media, like FM Radio programs, particularly KIIS FM, in the late capitalist societies became the primary source of knowledge and experience virtually about anything, including gender. It is said that they are important in the creation of power relations in society (Hains). Take for example the social status of women and men. In the construction of gender and sexuality, it is said that the school, particularly the teacher, plays a very important role in this crucial stage. As expected, one can only be masculine and feminine. In some cases, some of the abuses of these children are coming from male teachers, whether this be physical or verbal. Some experts opine that femininity is always shown as sexual appeal, while men are sex seekers. Students would favor a woman teacher rather than a male teacher because they act as mothers and more overtly show concern for their students. To some students, male teachers are impatient. Male students are punished heavily by male teachers as compared to female students. Having said all of these, we can say that both sexes experience harassment and abuse from both sexes, and not just the females (Chege). The media can use their influence to expose these problems and seek help and justice for this people, who at an early age have been subjected to such trauma. Moreover, it may be worth noting that media may also be partly blamed for reinforcing both the abusive behavior of the teacher and the shame felt by student over her stigma (Chege). Previously, females were viewed as passive. They are not allowed to work and usually stay at home, doing the chores of a wife, and only serve as trophies of their husbands. Worse, they are not allowed to go to school as it was believed that only men can seek education since they are the heads of their families. They are always expected to watch themselves and to act according to the norms of society, especially in the eyes of men as she is the object of men’s sight. Her skin must be supple, hairless, and smooth. Her face must be free of wrinkles, with no signs of stress or whatsoever. Her lips must be kissable, and her eyes mysterious. Women are said to be more restricted with their movements. They must be cross legged when sitting, and toes pointing only in straight or inward directions. Aside from these, they are also trained to show their smiles more than men do. They must stand with stomach in and chest out. If any of these are violated, it means that they violated norms of morals, speech, and movements. Moreover, women tend to occupy the lower and marginalized positions in a company, or even in society. Most women are given reproductive, productive, and community work. Reproductive tasks would include giving birth, feeding and educating her kids, taking care of her husband and children, and other domestic tasks. Her productive work would mean to produce products and services for others’ consumption. Community work would entail her to support different activities that will directly benefit society through volunteerism. However, not all women are given the chance to enjoy community work, since they are burdened by her reproductive and productive functions. Men tend to be more powerful in most realms. Needless to say, they occupy most of the highest positions in industrial organizations and society; thus the glass ceiling phenomenon (Chege). On the other hand, men are expected to be active, and to make things happen. They go out of their houses to work, and were sent to school whether they like it or not. Men are allowed to sit with legs apart so they can move loosely from one place to another (Employees. oneonta. edu). Nowadays, as media plays a greater role in building society, things have changed. There is equality among men and women. Women are more empowered to do things that men usually do. Media brought the new concept of a woman, someone who is ideal. For most, what is beautiful is a woman who is firm, with a narrow hip, with a small breast, and slim, as evidenced by the models in the cover of a magazine. For those who do not posses this kind of body, dieting is an alternative. Another way is to have surgery in order to enhance one’s physical attributes. Diet and surgery are some of the popular topics both in print and non-print media (Employees. oneonta. edu). Women are becoming more liberal as evidenced in the paper of Izabel Magalhaes. She said that it the responsibility of media especially radio in introducing the said concept to these women. Media is more open about talking about women’s stories that discuss their sex experiences at the expense of entertainment of others (Magalhaes). They say what they feel; they enact what they think (Employees. oneonta. edu). Women would go to school and get the job opportunities opened for men, and nowadays, women excel in different fields, almost overtaking men in different positions and levels. Some male workers would even be surprised that their boss is a woman In KIIS FM; men are not the only DJ’s in the station. There are also women who work everyday for the station. Even in describing the achievements of a woman, some adjectives that are associated with men are actually used. Those words are not anymore exclusive to men. The main reason is that men are usually viewed as individuals with physical strength. Nowadays, physical strength is not the only issue, topics about men’s health, fashion, and trips are now being featured by the media. This time, the notion that men only desires for women is not anymore true, since nowadays they are also interested in fashion, health, and many other things like women do (Magalhaes). As what have mentioned a while ago, media, particularly radio is also used to attract possible buyers by different companies. It is said that advertising, such as those in radios, contributes in representing and constructing gender identities in urban region which also exists in the past. The interests of large corporations are presented to the people, and whoever has the most interesting advertising skills and features will be favored by the consumers (Magalhaes). Alternatives were provided in front of us everyday, both are competitively packaged. Women are now represented by these advertisements as liberal, yet viewed as a commodity to be used by the society. Men on the other hand, are presented to be not only dominant over women, but with other types of men as well: disabled, heterosexual, homosexuals, and many others. At some point, women remains presented as incapable and dependent on men, and that it is assumed by the society that their existence is for the purpose of men’s pleasure. Some advertisements would use adjectives for a product that is a characteristic of a woman (Magalhaes). The choice of words will trigger our minds to think of different things. But because of these, more women are verbally harassed by men, whether in public or in private places. This injury is transformed into grievance, and lastly to a dispute. These situations encouraged more women to aspire greater positions in the society like in Congress, in the courtroom, or in media, and to acquire greater power. It is assumed that the media can change an individual’s outlook in life, behavior, ethics, and values. The combination of media with law, for example, has goals of transforming the society, using naming, blaming, and claiming. Naming would imply discussing harassment and defining it; blaming would mean identifying the suspect for harassment; and claiming would demand for the transformation of grievance into a remedy. In this situation, media can be used to educate the people in the different harassments that women acquire. But despite this fact, until now, there are still women who remains marginalized in the society. They still remain powerless and voiceless against the criminals (Laniya). Aside from advertising, media is also influential in the political realm. In every Presidential election, candidates would use the media to reach more people, and to persuade them to vote for him or her, such as in the case of the United States. This scheme started in 1930’s and 40’s when President Roosevelt used the radio to campaign in such a conversational manner with the people. Its success triggered other U. S Presidents to follow him, such as Franklin D. Roosevelt, Harry S. Truman, Dwight D. Eisenhower and John F. Kennedy. Aside from media exposure for these candidates, media can also be a source of funds for the candidates (The University of Texas at Austin). The voter’s idea of the personality of the speaker either make or break them. However, we should remember that personality and leadership is not really together. There were presidents who are idolized for their great leadership, but not for their personality. There were inefficient leaders who are revered for their personality (The University of Texas at Austin). Television and radio debates are important especially in educating the voters about who the deserving candidate They scrutinize the past and present of this candidates. But although media affects our decision regarding this matter, studies would show that face to face contact is still the most effective medium to get votes from the people. In election histories, it is said that a well oiled political machine, particularly with good relationship with the media, is more likely to win the elections (The University of Texas at Austin). In this juncture, we can say that indeed, media has the power to make a change, but not as much powerful as we do (The University of Texas at Austin). The real problem is that people does not have the power to control the media. It is said that in this setting it is the minority that dictates the people the things that they want others to know, the events that will only be consider for reporting, the facts that will be examined and evaluated, and many other instances. This minority controls the media, which affects the politics of the country, then way wee live, the way we talk, the way we think, and many others. The discussion on radio and televisions regarding any political issue that directly affects the interest of the people is only limited, as it is restricted to discuss some sensitive issues. Take for example if the discussion on the radio program is anti-Semitism, the station would not actually invite true anti-Semitist. In this case, the discussion is not really a discussion of the topic at all. Investigative journalism on the other hand, plays as a hero in revealing to us the hidden truth, up to some point that they already invade public lives (RadioIslam. org). The music played on the radio affects our moods and our emotions. Music can trigger sad and happy memories, depending on the song played at the program. Radio stations can dictate what kind of music and genres society ought to appreciate, and which singers ought to be popular. It modifies choice of music into something that favors the capitalist. Other artists may not be given the chance to be heard and present their talent (RadioIslam. org).