Exploring Media Exposure and Perception of Married Urban Women about their Empowerment in Lahore, Pakistan: A Qualitative Study

Ayesha Sadiqa, Noshina Saleem


Media is considered an effective tool for the socialization of women. It has become an integral part of society and also responsible in bringing outer world into home through its variety of contents. This research was an effort to explore that how women belong to diverse socio-economic background understand and interpret their empowerment. For data collection purpose qualitative research methodology was used. Seven focus groups were conducted to know the perception of women about their rights. Each group has seven participants (women) aged 18-49 years. Emergent themes derived from the qualitative data were align with few of previous studies that women get information from media about their rights but practically there is no visible change in their actions after media exposure. This research concluded that women empowerment is greatly affected by mindset of society. Though media exposure has its role in bringing awareness among women to their empowerment yet media needs to play a very crucial role in changing mindset of men towards women.

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DOI: http://dx.doi.org/10.21015/vtess.v9i4.755


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