COVERAGE OF GENDER, MASCULINITY IN KANNADA NEWSPAPER ADVERTISEMENTS- A CONTENT ANALYSIS

Abstract

Media is all around us, from the shows we watch on television to the music we listen to on the radio, to books, magazines, and newspapers. It informs individuals about current events and shape public opinion. The public relies on the media to keep up with current events in society. Now is the moment to reconsider and re- evaluate the country's media policy. To have an unbiased and healthy media policy in the country, several problems must be explored in depth. But, before that happens, the Indian media stalwarts should exercise causation and restraint, reporting the truth, unadulterated, undoctored, and unbiased news and perspectives, impartial analysis, and non-sensationalization of events or incidents, big or small. The purpose of this study is to examine and study the coverage of gender discrimination and the portrayal of masculinity through advertisements in Kannada Newspapers. Kannada Newspapers were taken up for study. The problem in our society is the unequal distribution of gender roles and behaviors. These in turn create havoc in the society in the name of crime, violence upon women. The root cause of all crimes in society is the prevailing attitudes of men, namely masculine attitudes, ideas, and opinions. Men are brought up in certain gendered ways, and the media further accelerates it to a certain extent. In this context, this research study is unique. The ndings of the study revealed that, even though women's roles in society have evolved from being conned within four walls to becoming self-sufcient and independent, advertisers are still stuck on the old image of women.