Media Pathways to Women’s Empowerment: Evidence, Challenges and Policy Directions from Kerala

Abstract

Media serves as a powerful catalyst for women’s empowerment in Kerala, offering new possibilities while also presenting notable challenges. Digital platforms, television, and print media have expanded women’s visibility, improved access to information, and opened spaces for social and political participation. However, persistent obstacles—such as gender stereotypes in media portrayals, unequal access to digital tools, and rural connectivity gaps—continue to limit women’s full utilization of media resources. Even with Kerala’s high literacy levels, women remain underrepresented, appearing as central subjects in only 28% of news coverage. Although women’s digital engagement has grown by about 15% in recent years, issues related to bias, accessibility, and technological inequality still hinder progress. Strengthening gender-sensitive media practices, improving digital literacy programs, and expanding technological infrastructure—especially in underserved regions—are essential steps toward maximizing media’s role in empowering women across Kerala.