FEMINISM AND MEDIA REPRESENTATION: A SEARCH FOR EQUITY, FAIRNESS AND EMPOWERMENT

Abstract

Mediarepresentation and feminism have long been linked in conversations about empowerment, 
justice and equity. The goal of feminism is to define and establish the political, economic, 
personal, and social equality of the gender through a variety of sociopolitical movements and 
ideas. The aim of the study is to situate the interconnectedness of feminism and media 
representation and the search for equity, fairness and empowerment. This study adopted 
cultivation media theory; with the use of qualitative methodology while secondary data was 
utilized. Other academics’ studies as well as press articles served as sources. The conclusion of 
this study is that the exploration of feminism and media representation underscores an ongoing 
quest for equity, fairness, and empowerment. Across various forms of media, from film and 
television to advertising and social media, the portrayal of women has evolved over time, yet 
challenges persist in achieving true gender parity. The study recommends that promoting equity 
and fairness within feminism involves advocating for gender equality while recognizing and 
addressing intersecting forms of discrimination and privilege. There is need to embrace an 
intersectional approach to feminism that acknowledges the interconnected nature of social 
identities such as race, class, sexuality, disability, and gender.