Opinion and Power: women in focus
By Dan Lund Original Print Publication: March, 2008
The impediments women face in Mexico are complex, but nowhere is there greater resistance than in the circles of male privilege. History teaches us that those with property and power do not abandon it without being forced to: privileges of race are abandoned only grudgingly and imperfectly through force of law, and shifts in social and political values. Similarly, while men can be gallant, the institutional privileges of gender are never gallantly abandoned. The complex cultural heritage of Mexico is evidenced by the way women and the graces they represent are honored, but also held back, in their daily lives.
There are statistics and anecdotes that show how things are getting better for women in Mexico, just as there are facts and stories that underscore how bad the situation remains. Representation in the national Congress of Mexico appears promising, and Mexico is ahead of Canada and the United States in this measure: slightly more than 25% of the members of the Chamber of Deputies and the Senate in Mexico are women. This compares with 22% in Canada and a somewhat startling 16% in the United States. On the other hand, surveys consistently show that women in more than one third of all households suffer domestic abuse, and four out of ten women say that they have personally suffered violence.
Even in a society dominated by service industries, where men and women might be expected to be on equal footing, the persistence of male privilege in remunerative employment is clear. In Mexico, twice as many men are employed in formal jobs as women: the same is true of the informal sector. It almost seems to be a rule of thumb for both trade unions and enterprise that while on average 35% of members or workers are female, fewer than 8% of the executive positions are held by women.
What leverage do women have to push for change? Beyond calls for justice, equity, and fairness, beyond legislative initiatives, there is the market force they represent. I do not believe that the unregulated market can work things out fairly: women won’t find the path to liberation simply by purchasing goods and services. Nonetheless, when we look at modern social change in the United States and Western Europe, we find that when a group becomes a sought-after market segment and understands its value as such, it has achieved a preliminary condition for making other kinds of advances.
This is true for every segment in modern market societies. Obviously, simply being consumers is not enough for advancement, nor will it ensure protection or end invidious privileges. A community and its leaders need a clear sense of this dynamic and the ability to exert economic pressures on behalf of social goals. For example, it is impossible to understand modern media in the United States without knowing that the Black community has represented, and continues to represent, a huge, historically identified, and consistent segment of broadcast television viewers, moviegoers, and music consumers.
While each group must be understood within a specific context and set of limitations, it is difficult to accomplish the long term processes of winning formal rights and informal advances without being a market segment of note, either as voters or purchasers of goods and services.
MUND Group has been studying representations of women on Mexican television. Women in Mexico make up more than 65% of the television audience. Traditional depictions of women as adornment, or sentimental soap opera characters, continue, but are augmented by reflections of women in other spheres of life. We looked at television news, a major staple of the media, and recorded how women are presented. For two weeks in November 2007, we reviewed particular segments, cued by the “news hooks” provided at the beginning of each broadcast, to examine profiles of women as news sources and subjects. Our point of initial concentration was news programs from Televisa and TV Azteca.
Reviewing the news segments, we found a textured view. One sobering finding was that in over 31% of the segments, women were victims of violence or were represented in the context of crime, reflecting both television news’ focus on violence and the actual conditions of violence suffered by women in Mexican society. However, more than 54% of the segments featuring or focusing on women presented them as leaders, role models or positive references.
The changing profile of women on television news, moving toward more positive images, is an indication of how the broadcasters and sponsors are taking their female-dominated market seriously by presenting a more up-to-date and accurate view of women. One interpretation could be that this is a cue for women to take their position in the market seriously and push on other fronts with regard to reforms and privileges.
Such statistics do not make a revolution, nor are the two male moguls of the monopoly-and-a-half of broadcast television in Mexico rushing to end male privilege by opening up space for women in all areas of life. It is useful to consider, however, that markets of all kinds need to be understood, and their dynamics utilized in socially positive ways. To simply celebrate the “market” as a force for good is naïve, but to denigrate its dynamics as unrelated to progress is to miss out on possibilities.
Dan Lund is the president of the MUND Group, a Mexico City-based public opinion and market research firm. Their website is www.mundgroup.com.
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