• Gurupadayya N. Hiremath
• Dr.Ramesha M.N

Governments, educational institutions, non-governmental organizations are responsible for the prevention of all forms of discrimination against women. Besides all of them, the responsibility of the mass media is also big in this issue. Because effect of the media is very large in the dissemination and interpretation of a lot of knowledge, innovation and the news. Today, the media constitute a big part of our lives. Almost everyone benefits from the mass media. Actually, it’s a really big power to announce our thoughts and our goals about empowering women’s economy. Why do not we bring up the ideas about media efforts for women’s economic empowerment? What is the role of the mass media in the creation of women's social roles to reinforce them? How can we benefit from mass media for gender equality and women's economic empowerment? How can be improved women's visibility and effect in the decision making process in the media sector? In this paper the powerful and positive role that the media can play in the empowerment of women and gender equality has been analyzed and identified. Media is the mirror of society and media reports are reflection of happenings in the society. Media has immense power to influence the masses and communication and IT revolution has further increased its importance. Unfortunately, nowadays media is wavering from its actual role and giving biased information which makes development of the society more difficult. Portraying women as equals in the society is a subject that has been given low priority by the Indian media. The Indian media needs to be sensitized to gender issues and now must focus on women issues in a decisive way as their role is detrimental for the women empowerment in India. In the light of these facts, the present paper focuses on women's issues in contemporary Indian society and role of media in addressing the issues.

Women, Media, Empowerment, Social status, Equality, Discrimination

"Women’s Issues in India: Role and Importance of Media", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.336-340, June 2019, Available :http://www.jetir.org/papers/JETIR1907O40.pdf

"Women’s Issues in India: Role and Importance of Media", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp336-340, June 2019, Available at : http://www.jetir.org/papers/JETIR1907O40.pdf