Incorporating Men using Technology

INCORPORATING MEN IN GENDER DISCOURSE USING TECHNOLOGY

In many societies in the world, men and women are socialized in line with the local cultures and traditions of those societies and therefore they take on gender roles and act in line with the definitions of their cultural norms. However, the advent and growth of communication technology has increased the level of intercultural awareness and exposure to other cultural values and definition of gender roles. Although cultural exchanges have always existed due to trade, religion and later colonialism, advances in technology have amplified such interaction without the necessity of travel. It can be argued that for a long time such exposure and exchange has been favored western hegemony, due to the “dissemination” nature of the communication platforms that were dominant in the 20th century. Radio and TV have played a very significant role in the shaping public opinion and perceptions as it relates to the framing of the stereotypes of masculinity and femininity as shown in this clip: http://www.youtube.com/watch?v=8CWMCt35oFY&list=PLE0C08F6092967A01  

The media particularly the entertainment industry has been instrumental in the promotion of the “western version” of masculine and feminine roles as depicted in the disney production clip. The portrayal of hero masculine characters as aggressive, risk taking and physically strong by Hollywood mirrors the stereotype that is admired and feared equally in many cultures including in Malawi. It was very common while growing up to get advice like “a man should not ran away from a fight”, or “you are responsible for protecting your sisters”. It is generally expected that as a man, one has to provide shelter, food and security for his family and any man who is seen as not measuring up to these standards, is considered a failure or a loser not worthy of respect. I do not know how much of what is understood to be masculine in the Malawian context is influenced by the media, but what is clear is that current debate and discussion on gender equality is being carried out through the media. The growth of social media provides a unique opportunity for discussion and not just dissemination but requires creativity and tact because gender is a subject that is equated to women in Malawi and very few men have the interest to hear anything about the subject let alone engage in meaningful discussion.

The advances in communication technology particularly the advent of the internet has increased the platforms for advocacy, discussion and dialogue but the question is how to use these resources to get men involved in the discourse. The prevailing notion among many Malawian men and to a large extent even women that gender is equal to women suggests that there is need for rebranding that will create space for men to find their place in gender discourse. Drawing upon local cultural beliefs and practices it is possible to isolate good practices that will localize the discussion because of a growing movement to reject external influences that are not in line with “Malawian culture”. Finally, I believe that such a huge shift in normative behavior requires significant investment and time for changes to take place and to be concretized, therefore all necessary resources and time should be allocated to achieve active participation of men in gender discourse because “change in gender relations cannot take place in a vacuum” (White, 1997. p, 15).