Media, Dialogue and Political participation of Rural Women in Punjab Elections: A Study Based on Jalandhar District

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The mass media has a powerful influence on political reality, as it shapes public opinion and lays the foundations of political beliefs. The media often identified as the fourth branch of government in democratic countries, plays a crucial role during elections and in times of change. Sustainable democracy depends on the equitable participation of women in politics and governance. Women’s participation in decision-making helps to incorporate and assure gender equal opportunities and gender sensitive policies. Media plays a significant role in highlighting women’s political participation, barriers, and the outcomes at the grassroot level. Social media has brought remarkable change in political participation and awareness among rural women. The study intends to investigate news media consumption by rural women of Jalandhar and its impact on their political participation during elections in Punjab. The study used a mixed method approach. The qualitative and quantitative data of political information and participation was gathered through primary and secondary sources focusing villages of Jalandhar district. The findings evaluate that interpersonal communication in mobilising women’s participation is low but can bring a massive change if applied effectively at grass root level. Debates and discussions through sustained and deliberate efforts by organisations and institutions promoting training and awareness in politics can strengthen women’s role in democracy.