Content analysis of male and female images created on the central TV channels (1998)

The survey, supported by the Ford Foundation, was conducted during a preparatory phase to the annual Festival of Women's TV Shows «Women's Topic» in 1998. 196 TV programs of the central TV channels ORT and RTR were reviewed over a period from September of 1997 through April of 2000 which accounts for 130 hours of video recording. The programs analyzed gave a clear idea about the amount of TV information concerning women (both positive and negative) and men. The survey allowed to see female images as presented by central TV channels; to find out the portion of information concerning women in TV programs; to reveal the «creators» of the negative female image and the methods of affecting the audience and its impact on public opinion.

«Admittedly, television plays a major role in building social stereotypes (notions about the roles of men and women in society). For example, ever present on the TV screen is the perfect, «Publicity» image of a wife and mother who does well in cooking soup, washing linen, curing her children and feeding «the big hungry wolves» of men - workers and breadwinners ... While the image of a woman worker with a huge hammer in her hands predominated in the past, the present-day media as well as social consciousness have gone to the opposite extreme popularizing the image of a housewife and hearth and home keeper.

TV programs of every kind would offer occasional information that contributes to forming the notion of a «natural women's function», whether it be a funny story told in an entertainment show or «reflections» of a popular TV host on «women's nature and essence» or the saying coined by a horse-breeder in a news program: «A horse is judged in the race, a woman in the bed» («Vesti PRO» (news), March 1998).

Even a rough survey of the most popular talk shows (like «Chas Pik» (Rush Hour), «Dobry Vecher» (Good Evening), etc) reveals a marked lack of interest in women's views and attitudes; the number of men invited to talk by far exceeds the number of female guests. As far as news programs are concerned, they hardly ever focus on women's issues; speeches made by women politicians are either totally ignored or cut to be further used to discredit them.

Clearly, TV does not favor the image of an independent woman capable of making decisions and assuming responsibility. Very often such women provoke an inadequate response from TV hosts and journalists who, while being so little interested in their guest's professional or political activities, seem to be anxious to know the details of her family life, the dishes she is fond of cooking, her preferences in clothes and cosmetics, her figure sizes.

Typically, «women's issues» taken up on TV are limited to tips and hints as to how to take care of yourself or what to cook or wear or how to be attractive, whereas virtually nothing is said about the burning problem of female unemployment, businesswomen, violence against women, opportunities of self-realization, etc. All this is an impediment to raising the women's social status in society.

According to a number of international documents as well as the Constitution of the Russian Federation, elimination in the media of gender stereotypes and biases towards men and women is a social task of major importance.

«While in «Vremya s S.Dorenko»(Time with S.Dorenko) socially proactive women are a rarity, in Nikolay Svanidze's «Zerkalo» (Mirror) similarly rare female guests often face openly negative or slighting treatment. Foe example, after he had interviewed Irina Khakomada on the problem of Chechnya, Svanidze asked another guest in the studio Mr Abdulatipov: «Do you agree with what this charming lady has just said?» And the answer was: «The only thing I agree with is that she is a really charming lady.» («Zerkalo», 26/01/98).

The survey showed that the attributes like «Charming», «pretty», «cute» are use by men rather often to emphasize their scorn or disregard for specialists of the opposite sex. In his exclusive interview to S.Dorenko General Deinekin thus commented on one of the questions asked: «The term «winter and summer fuel» was coined by a pretty lady who conducted the journalist investigation.» The program «Dobroye Utro» (Good Morning) dealing with feminism abounded in the following remarks:

«As it now appears, the woman doesn't want equality. Today she'd like to relax sitting on a cushion decorated with a little bow.»

«Man and woman are two different civilizations.»

«May be it's just that feminists are in need of men they would be dying to lose their head over.»

«Women often forget about their primary function - giving birth to and raising children.»

«Even the most ardent feminists, whatever their declarations may be, fail to adhere to their principles.»

Based on the survey findings the film «A Special Opinion» was made (Grand Prix at the «Women's Topic-2» Festival).

You may get a complete survey copy here.