Media – A Tool for Women's Emancipation with Special Reference To Jaya Jaya Jaya Jaya Hey

Media and Women have a strong nexus. Women are considered to be more occupied with media since three decades. Women are looked down for sticking to household activities, and almost occupied with their concern for family members, they spend some time watching soap operas and they have the tendency to relate themselves with the silent sufferers of the so called ‘serials’. But post covid, their connection with the media has turned a new leaf. So many women took a stable connect by converting their connection with media into monetary benefits. They started to learn new ideas, especially youtube has opened up new arenas. In order to break their fetters, it paved way for their financial independence by sharing their talents such as cooking videos, online coaching, yoga classes, not only earning through these platforms, but also enhancing their skills. ‘Jaya Jaya Jaya Jaya hey’ is a movie released in 2022, written and directed by Vipin Das. This paper focuses on how media plays a pivotal role in the life of the Protagonist, Jayabharathi @ Jaya.