Television as a Catalyst for Women's Empowerment: Insights from Gampaha District, Sri Lanka

In the captivating realm of media influence, television stands as a powerful storyteller, weaving narratives that transcend the boundaries of households. As a pervasive element in households, television has the potential to be more than a source of entertainment it can be a catalyst for societal change. The discussion about empowering women continues to be a significant issue in the development of many countries. Therefore, women must have the capability to make decisions about their own lives. In that context, there is a need for something to enable and empower them. As an efficient tool for women’s empowerment, television can be used to raise awareness among women in society. Therefore, this current study investigated the impact of television media on women's empowerment in Sri Lanka by following a qualitative approach and conducting in-depth interviews as a data collection method. This study answers two research questions and it targeted women aged above eighteen years as a sample using a judgmental sampling technique and a thematic analysis approach was used to interpret findings. The study revealed that although television media's influence in raising awareness about women's rights is limited, it does play a role in empowering women in areas such as physical appearance, nutrition, health, modern lifestyles, education, and employment. To enhance the contribution of television media to women's empowerment, recommendations were put forth, including ensuring the freedom of expression for both women and media entities.