Indonesian mass media continue to exploit women<\/p>\n
JAKARTA (JP): Women are immensely exploited in Indonesia's
\nmass media, movie industry and commercials. This is due to the
\ncountry's strong paternal culture, and the government seems to
\nmake little effort to stop the exploitation.<\/p>\n
State Minister of Women's Roles Mien Sugandhi said in a
\nkeynote speech at a discussion on women in mass media that print
\nand electronic media in most countries do not provide a balanced
\npicture of women's lives and contributions to society in a
\nchanging world.<\/p>\n
\"Indonesian women have long been regarded as konco wingking
\n(subordinate partners to their husbands or brothers). Yet things
\nare changing, women are now equal to their male counterparts.
\nUnfortunately society, including the mass media, has not captured
\nthis important change. Women are constantly portrayed as
\nobjects,\" the minister said.<\/p>\n
The mass media stresses more on women's sexuality rather than
\ntheir inner power, she added.<\/p>\n
The exploitation is related mostly to the paternal culture,
\nwhere men are considered superior to their female counterparts,
\naccording to the minister.<\/p>\n
How can we stop the exploitation?<\/p>\n
Sugandhi suggested that women must be well-educated in order
\nto avoid being exploited.<\/p>\n
\"Women should stand up and fight for their rights if they want
\nto be considered equals, \" the minister said as she left the
\nmeeting after reading her keynote address.<\/p>\n
The discussion, organized by private television station PT
\nSurya Citra Televisi (SCTV) at the Hilton Hotel's Golden Ballroom
\non Monday, aimed at seeking solutions to erase the perceived
\nstereotype of women and to empower women in mass media, movies
\nand advertisement. The meeting involved experts in the related
\nfields.<\/p>\n
Fikri Jufri, former editor in chief of Matra monthly magazine,
\nagreed that women are degraded both in print and electronic
\nmedia. In this globalization era, the competition between print
\nand electronic media has become very keen, he said. Each does
\ntheir best to attract audiences.<\/p>\n
He observed that in order to attract as many readers as
\npossible, many publications present pictures and stories of
\nbeautiful and sexy women as their selling point.<\/p>\n
There is also exploitation of women in electronic media. Many
\nfilms, commercials and other programs do not present women
\nproperly, according to Fikri.<\/p>\n
Nursyahbani Katjasungkana, a prominent lawyer, shared
\nthe opinion and called on the government to pay more attention to
\nwhat goes on in the media, considering the great impact
\nbroadcasts and publications have on the public. Electronic media
\npresents both audio and visual images that draw a large audience
\nnationwide, she said.<\/p>\n
\"The first step is to tighten control over films, dramas and
\ncommercials on all television stations. Otherwise the degrading
\nof women will continue,\" the lawyer said.<\/p>\n
Arswendo Atmowiloto, an expert on Indonesian television,
\ncommented that most private television stations in Indonesia are
\nbusiness-oriented.<\/p>\n
\"They pay little attention to the issues on the rights of
\nwomen or men. This policy is clearly reflected in their
\nprograming,\" Arswendo said.<\/p>\n
Arswendo continued to say that women in television are mostly
\nillustrated as inferior people. Programing on all stations is
\ndominated by telenovella (Mexican soap operas), telemandarin
\n(Chinese films), sinetron (local TV dramas), and Indian Films in
\nwhich female characters in those films are portrayed as losers.<\/p>\n
As a matter of fact, television stations have the power to
\nimprove the image of women, he said. The majority of their target
\naudience are women, while many of the stations' workforce are
\nalso women.<\/p>\n
\"It depends on their policies and willingness whether they
\nwant to change the stereotype of women in their programs,\" he
\nsaid.<\/p>\n
Advertisement<\/p>\n
The world of advertisement also portrays women in the same
\nway. Female performers appear mostly to meet the demand of
\nconsumers -- male consumers in particular.<\/p>\n
Subiakto Priosudarsono, director of Hotline advertising
\nagency, explained that the use of females in commercials is
\nalmost obligatory for many local advertising companies.
\nAdvertising is a marketing strategy. A woman in a commercial will
\nmore or less sway consumers' decision to buy a product.<\/p>\n
Negative representation of women in commercials occurs because
\nof bad taste in advertising, he said.<\/p>\n
There are some steps to avoid tasteless advertising, Subiakto
\nsaid. Many talented women hold top-level positions in local
\nadvertising agencies. They could control the message of a
\ncommercial so that exploitation of women is reduced
\nsignificantly, Subiakto said.<\/p>\n
In addition to this, Subiakto also suggested that women who
\nown large-scale companies, like Martha Tilaar and Mooryati
\nSoedibyo, take an active part in the effort to eliminate the
\nexploitation of women in advertising.<\/p>\n
\"These women have the power to force any advertising agency
\nthey hire to make high-quality ads for their products,\" he said.<\/p>\n
To censor tasteless commercials which excessively exploit
\nwomen would be very difficult, he said. The Indonesian
\nAssociation of Advertising Companies which acts as supervisor and
\ncensorship board can only oversee its 60 members. The number of
\nadvertising companies operating in Indonesia is estimated to be
\n600.<\/p>\n
The exploitation of women in Indonesian films is no less than
\nin mass media and advertisement.<\/p>\n
Rahayu Effendi, a film producer, explained that sex and women
\nin film are closely related to each other. Many films exploit
\nwomen's sexuality to draw moviegoers and increase their profits.<\/p>\n
\"Women are portrayed as sex objects in many films. Because
\nsuch films sell, many filmmakers tend to produce them. They do
\nnot want to take the risk of making more serious films,\" said
\nRahayu, who was once a sex symbol in the Indonesian film world.<\/p>\n
Rahayu said that the exploitation of women in film occurs
\nbecause it is a male dominated world.<\/p>\n
\"There are only a few women directors or film producers,\" she
\nsaid.(raw)<\/p>",
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