T04 Chan Shun Ling, Sharon
English for Professional Communication, Community College of City University
Contact number: 60508077 Email: sharon200395@hotmail.com
A study of the Media Effects on Young Women’s Idea of the ‘L.O.W.’ Phenomenon Abstract
This study explores the young ladies’ perception on the phenomenon of ‘leftover women’ and the potential of being one of them to see the media effects on women’s new ‘social norms’ and women’s changing role. By sending online questionnaire and doing follow-up interviews and ethnographic style interviews, the results showed that young ladies were concerned about ‘L.O.W.’ phenomenon. As the media is a strong socializing agent, they had a great influence on young ladies’ perception on ‘leftover women’ which aroused their fears and worries. * ‘L.O.W.’: Acronym of ‘leftover women’
Research Question
Will media influence perception of Hong Kong young women towards the phenomenon of ‘L.O.W.’ and the potential of becoming ‘leftover women’?
Background
Single
Three challenging factors 1, Too highly-educated 2, Too highly-paid 3, Too highly-independent Aged 27 years old or above (as cited in Fincher, The New York Times, 2012) The increasing reports by media have contributed more to the idea that women should marry by a certain age. Does this phenomenon create any bad feelings for females? After receiving the messages from media, are the young ladies worried about becoming ‘leftover women’ in the coming years? Where do their concerns come from?
The result of the Questionnaire, Follow-up Questions and Ethnographic style interviews: Know the term ‘leftover women’:
Learnt and most frequently heard the term ‘leftover women’ from:
%
%
There is a growing trend of ‘leftover women’ in Asia. In Hong Kong, the number of women who have never been married before increased by 61.8 % from 1986 to 2011(Hong Kong Census and Statistics Department, 2012). Both Hong Kong and China spotted this trend and coined the term ‘leftover women’ in 2007.
‘Leftover Women’ (Shung Nu):
Finding & Discussion
Lack of Understanding of ‘L.O.W.’ + Being Socialized by Media:
All respondents knew about ‘L.O.W.’ but they could not define the term
EFT
when looking at the definition. Young well-educated ladies did not see 27 years old as ‘leftover’ because their main source, reality TV show, only gave them an introduction to this social phenomenon that could lead to a biased age stereotype formed in their minds. “Stereotype about aging and people can affect our perception without us being aware” (Kail and Cavanaugh, 2004, p. 62). Young educated female may not realize that they have been socialized by the media about the age of marriage or ‘L.O.W.’. *‘Being aware’: they might not realize about the age but they are concerned about the issue of ‘L.O.W.’
Worries came from:
Worry / Not worry about being ‘leftover women’:
%
%
Worries - Negative Image of ‘L.O.W.’ from Media:
Rationale
In recent years, media have established some ‘unwritten norms and
rules’ for women, such as slimness. Young women’s self-confidence is being lowered by the negative influence of media (Finley, n.d.). Similarly, there might be cases happening with the issue of the marriage age.
VER
The reality TV show gave the ‘wrong impression’ to public because ‘leftover women’ may not be that negative about their situation (Lai, 2012). Young women can be directly and indirectly influenced by the media and their worries as well as pressures formed since media is a powerful socializing agent. We tend to ignore the role of the media due to our focus on the message (Siapera, 2010). Because young women did not realize that they were socialized and made ‘L.O.W.’ equal to ‘negative’, they may ignore the fact that being highly educated women can actually enjoy other possible benefits.
Aims & Objectives
Media effects on young ladies preception on ‘L.O.W.’ Young ladies’ concerns about being ‘L.O.W.’ in the future Traditional Hong Kong attitude towards women and marriages V.S. Asian women’s changing role Investigate the impact on the ‘L.O.W.’ concept from media
Literature Review Concern about ‘L.O.W.’: Media Effect:
A woman’s life is fulfilled only if she provides a happy home for her family:
OMEN
“The processes of media influence that act directly and indirectly on targets through other units.” (Potter, 2012)
For the ‘L.O.W.’ phenomenon, media cause two types of media effects on the young ladies: Attitudinal effect: Influence of individuals on forming their “judgments” Affective effect: Influence on an “individual’s feeling”
How strong is Media Effect?
Social conditioning refers to the idea that ‘collective identity’ affect individual identity. The report of the media may lead young adults to think that women are expected to marry before a certain age.
Asian Traditional Role:
Asian tradition believes that women’s happiness comes from marriage (The Economist, 2011)
Women should sacrifice their jobs after getting married as the core of life should shift to their families. Young ladies may have this concept which was learnt from their primary reference group.
Lack of Concern about ‘L.O.W.’: Women’s Changing Role:
People’s perceptions of the economic sphere are that men are the breadwinner of family (Banerji and Sen, 2000).
Highly educated women show an opposite phenomenon since most of them enjoy self-sufficiency from their stable jobs and qualifications. Young female may give less concerns about it because of their independence.
Methodology Quantitative Method:
1, Online Questionnaire: Target: 100 ladies with 20 - 25 years old with tertiary education
Qualitative Method:
2, Follow-up Interviews:
A group of specific respondents was selected after the questionnaire To see what they thought about the trends of ‘L.O.W.’
3, Ethnographic style interviews: Interview with 4 real ‘leftover women’
To see how they viewed themselves and women’s social status
References
Banerji, A., Sen, R. K. (2000). Women and economic development. India: Deep & Deep Publications PVT. LTD. Croll, E. (1995). Changing Identities of Chinese Women. United Kingdom: London and New Jersey. Fincher, L. H. (2012, October 11). China’s ‘Leftover’ Women. The New York Times. Retrieved from http://www.nytimes.com/2012/10/12/opinion/global/chinas-leftover-women.html Finley, A. (n.d.). Media and Self Esteem in Girls. Retrieved November 17, 2012, from http://kids.lovetoknow.com/wiki/ Media_and_Self_Esteem_in_Girls Hong Kong Census and Statistics Department. (2012). Marriage, Fertility and Family Conditions. Retrieved November 5, 2012, from http://www.statistics.gov.hk/pub/B11303032012AN12B0100.pdf Kail, R. V. & Cavanaugh, J. C. (2010). Human Development: A Life-span View. U.S.A.: Cengage Learning. Potter, W.J. (2012). Media Effects. The United States of America: SAGE Publications, Inc. Siapera, E. (2010). Cultural Diversity and Global Media: The Mediation of Difference. United Kingdom: Wiley-Blackwell. Unknown. (2011, Aug 20) .The Flight from Marriage. The Economist. Retrieved from http://www.economist.com/node/21526329
Photo: https://encrypted-tbn0.gstatic.com/images?q=tbn:MU4dkE-VcyitP94O9xoIIY5YX2jO1c3nVhqKtYMpo http://gate.sinovision.net:82/gate/big5/news.sinovision.net/portal.php?mod=view&aid=195742
%
Strongly agree
Strongly disagree
Females as breadwinners are inappropriate:
%
New Concept of Family and Women’s Role:
Young ladies thought that women’s happiness no longer only comes from her family but can now gain from other aspects, such as succeed in careers, money or social status. Their achievement may help them support the family. Modern Chinese independent women did not stick to the old idea that women were in the subordinate position (Croll, 1995). Since young women might consider that they can enjoy more financial independence and freedom, the concept of women’s role and social status changed.
Real ‘Leftover Women’:
On the contrary, real ‘L.O.W.’ were not concerned about being ‘L.O.W.’ as much as the young ladies. They considered about the marriage problem as their ages were getting older. They still desired to get married but it was not because of the media pressure. It is for the completion of their lives as marriage gives Chinese women “the best chance of social recognition as a person” (Croll, 1995).
Limitation
1, No scholars or books from Hong Kong that can be found defined this new social phenomenon and exact age of the ‘leftover women’ 2, Hard to measure awareness as it cannot be quantified
Conclusion
Nowadays, females are getting advanced education. The changing roles and increasing capabilities enable them to be in the financial independent or stronger side. This concept was established into young women’s mind. Although they knew about the physical facts, they were affected more by the psychological factors which are media effects on their perception towards ‘L.O.W.’. The simple generalization of ‘L.O.W.’ that they learnt becomes the factor that reduces their level of self-confidence (Affective effect). Since media made the negative label and image to unmarried women, these assumption might twist the minds and values of the young adults about ‘leftover women’ (Attitudinal effect) and young women therefore feared to be one of them.