Alternative media and gender communication in the higher education sector of India with special reference to Visva-Bharati

Gender communication is the way in which gender as a social construct can be created, maintained and changed through communication. In many parts of the world, discussion and debates have raged regarding gender participation in politics, economic empowerment of men and women, female reproductive rights, gender violence, sexual harassment and rape, and social integration of gender groups in society. Gender differences in the workplace typically stem from social factors, which influence the behaviors of men and women. This research paper tries to explore the female workforce participation in teaching as well as administrative posts and decision making posts at Visva-Bharati. The implications of gender inequality under this purview have also been discussed. To delve deep into the study triangulation method has been used. A sample survey was done to collect the primary data, it was found that gendered representation varies in different departments where again a typical gender stereotype exists. The study also tries to delineate the process of communication to address the gender issues in the University and has tried to put forward some alternative media to address the gender issues in Higher Education System especially in Visva-Bharati, since alternative media do not belong to the conventional media like print, radio, television etc. which are basically meant for commercial interests. On the contrary, alternative media interest in the non-corporate purposes and promote the reason of a particular community for their benefit. So the alternative media can be utilized to address the gender issues in the higher education system in a very effective way. The findings portray the gender situation first and recommend some alternative media and their usage for the development of the gender situation in the higher education community. Gender stereotypes are hard to break, and we like it or not, we all are prone to engaging in stereotyping at one time or another. Of course, things are rapidly changing and alternative media can be an imperative tool to combat this long drawn battle and can also be helpful for the improvement of the situation.