BEYOND THE SCREEN REIMAGINING WOMENS DIGNITY: IGNITING THE LEGAL CONSCIENCE AGAINST LOITATION AND PORTRAYAL OF WOMEN IN MASS MEDIA

Media can play a useful role in dissemination of information about health programs to the general public; it can be used for creating proper awareness, imparting education and prevention of various health diseases.Media play an important role in community development.Mass media has saturated the industrialized world.The television in the living room, the newspaper on the doorstep, the radio in the car, the computer at work and the fliers in the mailbox are just a few of the media channels daily delivering advertisements, news, opinion, music and other forms of mass communication.Advertisements have always been an important marketing strategy.In modern times, advertising has become the lifeline of the business economy.It is a practical and successful method of mass communication.In the era of competition where customers is the king, the marketers can be successful only if they have what the king, the requisite that the customer should know the product portfolio of the company.These days, advertising messages are preoccupied with grabbling attention and sustaining interest, rather than transferring persuasion messages.The advertiser has the social and moral obligation towards the consumers because it is they who pay to the last rupee for the advertising expenditure.In order to be consumer oriented, an advertisement will have to be truthful and ethical.It should not mislead the consumers.This paper shows the portrayals of women in different media.Though women have significantly in every aspect of life, the long list of inhuman treatment given seems never ending.The Government, judiciary and social action groups are taking positive action to provide women true dignity in economic, social and personal areas.In endeavor the mass media have a pivotal role reporting wrong doing following up remedial action, mobilizing public opinion, bringing about social change and highlighting positive developments.The pattern of value in any society is reflected in the contents of mass communications.The way subjects dealing with women are treated indicated to a great extent the prevailing attitude of the society towards women.