The Role of Specialised Print Media in Influencing Gender Roles:

While developing countries struggle to overcome social, economic and political problems, the role played by specialized media continues to provoke huge interest. The role of specialized media in women empowerment needs to be investigated. The study investigated the portrayal of women in Kenyan magazines, and the influence it has on their choice of gender roles. The objectives for the research were: To establish whether reading certain magazines influence shifting gender roles among Kenyan women, to analyze the attitude of the modern woman on gender roles due to media exposure, to examine the role of media in offering gender education to the modern woman to re-define herself in context. The study revealed that there is a relationship between the behaviour of a modern woman and the specialized media as it empowers her to participate in all sectors of development. The study is important as it yields information on the direct link between access to magazines and empowerment rate among women. The study recommends that specialized media be made available to all women irrespective of their social class or residence to enable them acquire knowledge and skills imparted through the media.

Autorentext

Winnie Otsiulah holds a post-graduate degree in Human Resources Management.She is currently a lecturer at Moi University in Kenya. She has presented academic papers at several national, regional and international conferences.