Digital media for Gender Advocacy Initiatives of Governments - An Analysis

Gender advocacy promotes inclusivity of all genders and addresses multiple issues related to gender. Advocacy for women in particular aims to advance the cause of women's rights by addressing genderbased violence and discrimination, amending gender discriminatory policies, laws, and cultural practices. Gender advocacy initiatives go a long way in promoting the cause of gender equality and gender equity among the public and specific segments. Assessing the available data shows that the world is not moving on track when it comes to the achievement of the goal of gender equality. Violence against women has been on the rise globally since the onset of Covid 19 pandemic. A report by UN Women published in the year 2022 suggests that even women under well-established systems are in danger due to a growing pushback against women’s rights throughout the world. The Indian scenario is no different with a staggering increase in the number of crimes in the past years. The Global Women, Peace and Security Index 2022, which reveals key insights about global trends and advancements in women’s status and empowerment, categorises India in the bottom quintile, in the 148th position. The recent decades have witnessed engagement of digital media in addressing issues related to gender equality. It has been identified as a successful tool in building perspectives and formation of opinion. Though there are limitations to digital media when it comes to community level participation, it has been extensively used for online participatory communication by gender advocates worldwide. Advocacy via digital platforms is of prime importance in India as it is one of the leading countries with the highest number of internet users. The research intends to examine and analyse the scope and use of digital media in government initiatives towards gender advocacy. It is a qualitative study that aims to throw light upon how digital gender advocacy initiatives by governments advance the cause of women’s empowerment. The study will explore how the spectrum of digital communication plays a pivotal role in gender advocacy by carrying out a content analysis of key government initiatives in the direction. The study will be useful for government bodies and policy makers working towards the cause.

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