Digital Media Engagement as a Predictor of Gender-Sensitive Communication in India

Abstract

Digital media has become a powerful arena to influence the perception of gender, provides interactive platforms through which users can interactively respond to different stories, break stereotypes, and introduce positive inclusive practices of communication. In this paper, the role of digital media business in forecasting beliefs towards gender-sensitive communication in India will be considered, but rather than focusing on media platforms as the analytical perspective, the focus will be on the nature and intentionality of user interaction. Based on a quantitative, cross-sectional survey of 80 participants and using Spearman correlation, descriptive statistics, and chi-square, the research results conclude that active and goal-oriented digital use, contrary to passive exposure or screen time, is significantly associated with positive perceptions of gender-responsive roles of media. An increase in social media use was connected to increased perceptions of women leadership visibility in various media platforms with the most statistical correlations being recorded in online news, movies, and streaming platforms. The results emphasize the potential changes digital spaces can undergo in case of used mindfulness and critical consideration, proposing the necessity of participatory digital literacy and media practices, which can improve gender-balanced communication cultures.