Beyond the political borders, cultures and divides of religion lies a world created by satellite and media waves ruled by the power of the pen and brought into focus by the eye of the camera. This media world allows the inquiring mind, the seeking eye the feeling heart to express, to suggest and to put across the public viewpoint. The insights give us the courage and wisdom to combat and question the prevailing social prejudices as well as the norm and standards of media.
Thus the creators and crafters of the images of truth, insightful reports, social issues and intense views that shape our today and tomorrow must recognise their duty towards the people of their nation and create the right image of the society by revealing the truth especially about women issues.
They must elaborate upon all common and daunting issues being faced by the women of this region. They must bring forth the plight of those women who are instrumental in the socio economic developments of our country and are yet subjected to discrimination. They should bring up the issues being faced by the rural women and their inability to claim their rightful status in the society. The stereotypical image of the woman portrayed by the media would also stop and a clear picture of the real woman would emerge. It is the need of the day that the media understand various roles of a woman in our society and proudly portray the true picture. It is the responsibility of all in the media to work against the exploitation of women as enhancers and object of desire. Instead highlight and honour women on their positive contribution in the development of societies and economies.
Women play a very vital role in both social and economic development of a country. In the bygone days, societies were mainly matriarchal with women as the centre of a family, bearing core responsibilities and attention. Today women are facing the most basic issue of identity and privilege that needs to be resolved and their roles highlighted for them to attain the level of respect they deserve.
The dynamic women of our country are active in every sphere of life and playing a pivotal role towards development of economy and society of the country. Media as a powerful catalyst for change must be responsibly used to empower women for greater autonomy and influence in society. Media must highlight the common issues of women and explore their solution.
The media should work towards women's representation in the world forums through powerful dissemination of information about the wealth of talent that our women posses. Equality of women is another area to be highlighted to dispel the misconception of weakness and backwardness.
Women, especially rural women are limited in their access to communication system and the media due to their poverty, restrictions and low levels of literacy.
Communication media in Pakistan have witnessed major changes over the past decade, with positive developments regarding women's participation and portrayal emerging side by side with negative trends.
Women have been active participants in all forms of media and communication system since independence, from traditional informal theatre, to art, poetry and literature and daily newspapers. However, women are noticeably absent from the senior ranks of the mass circulation Urdu language dailies which play a crucial role in shaping social attitudes. The same holds true in the state controlled media. The duality of trends both positive and negative in portraying women is most striking. As sometimes television plays portray the 'perfect woman' in the traditional role of the submissive housewife and mother while women active in the public arena are targeted as the principal cause of many social ills. Of recent , however, there has been some changes in the media portrayal of women and related issues as television plays have focused on violence against women, discriminatory legislation, discriminatory customary practices, and non-preference and documentaries of women's contributions to national development have been aired regularly. There is a need to make the generally positive developments in the portrayal of women's image. Also, plays on women should be based on good quality research.
Women should be empowered by enhancing their skills. Knowledge and access to information technology. This will strengthen their ability to combat negative portrays of women. Self-regulatory mechanism for the media need to be created to eliminate gender biased programming.
It must be seen that women's interests are adequately represented in public policy formation, promotion and undertaking of projects for the development of women and to promote equal opportunities for them in all fields.
We must find ways and means to create awareness on issues focusing women so let us not only keep talking, but start acting to translate our good intentions into reality.