A Study on the Role of Media Tools in Promoting Women Empowerment in Annamayya District

Author(s): Dr. V Suneetha

Abstract:

This study explores the impact of media tools on women empowerment in Annamayya district, a region in Andhra Pradesh, India. In recent years, both traditional and digital media have emerged as powerful platforms for raising awareness, promoting education, and fostering economic independence among women. The research investigates how various media tools including television, radio, newspapers, social media, and mobile communication have influenced women's participation in education, employment, decision-making, and social activism. A sample of 60 respondents from three villages like Bommavaram in Obulavaripalle mandal, Neethivaripalli in Chitvel mandal, Buduguntapalle in Rly Kodur mandal, Utukuru Venkatampalle in Pullampeta mandal were selected for analysis. A questionnaire was used as a tool of study. Using a mixed-method approach involving surveys, interviews, and case studies, the study highlights the positive correlation between media exposure and women's self-confidence, social mobility, and access to resources. Findings also indicate that while digital media has created new opportunities for empowerment, challenges such as digital illiteracy, gender bias in media content, and limited access in rural areas persist. The paper concludes by recommending media literacy programs and gender-sensitive media policies to enhance the role of media in empowering women in Annamayya district. Improving the social status of women. Women who used media felt that it had a positive impact on their status and helped them to empower themselves. The study also highlighted the preferences of TV programs among women.

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