HomeFEU Communication Journalvol. 3 no. 1 (2007)

Feminizing Television Programming

Jaypril B. Jaring



This paper reports about nine programs on women featured on QTV 11, the only channel on the free TV networks in the Philippines that devotes itself mainly to programs primarily for women. Using George Gerbner’s Cultivation theory, the review looks at how the network seeks to contribute to women empowerment by presenting positive portrayals of them. This prevailing type of programs in a powerful medium like television gives QTV the leverage to assume the social responsibility of promoting and protecting women’s welfare.