Women empowerment programmes on television A content analysis of the standpoint and today’s woman

Abstract

The empowerment of women is considered an essential tool for development. Whereas various groups including governments and Civil Society Organisations are championing the empowerment of women, research into misrepresentation and the negative portrayal of women by the media is increasing. Hence, the need to throw more light on the media’s involvement in the empowerment of women. This paper examined the issues discussed on the women empowerment programmes on television in Ghana using a qualitative approach. Using document analysis and interviews, the study examined the content of two selected women empowerment programmes -The Standpoint and Today’s Woman-hosted by women and aired on Joy Prime and TV3 respectively. An analysis of the data through the lens of the standpoint theory showed that the issues discussed are framed around financial independence, showing strength as a woman, spirituality and the role women can play to empower others. Again, the production teams of the women empowerment programmes ensured empowerment through education, motivation, mentorship, and economic empowerment. The study also revealed that although the male gender was not invited as panel members on the selected episodes of the empowerment programmes, the production teams of the programmes are often dominated by men who play significant roles in the programming of the show and contradicts the tenet of the situated knowledge claim of the Standpoint theory. The study concludes that women empowerment programmes produce contents which empower both men and women to also become agents of change and empowerment. The study recommended that social institutions like religious bodies, NGOs and the government especially the Ministry of Gender, Children and Social Protection (MGCSP) should channel resources into the production of these programmes, and also recommend viewing of the women empowerment programmes to women.