Annihilating or perpetuating the gender stereotype? An analysis of Indian television advertisements

Bharadwaj, Apoorva; Mehta, Ritu

doi:10.1007/s40622-017-0161-9

Cited by 7 publications

(8 citation statements)

References 41 publications

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“…(Sandhu, 2018, p. 126) The distinction between traditional gender roles delegated to both men and women obfuscates. A myriad of studies has been carried out to examine whether the positive economic, political, and social position of women is mirrored in the way women are portrayed in advertisements (Bharadwaj & Mehta, 2017;Neto and Silva 2009;Ver-Hellen et al 2014). Advertisers are showing more and more women participating in unconventional activities like sports or other adventures (Dwivedy et al 2009).…”

Section: Discussionmentioning

confidence: 99%

“…In 1967, Bardwick & Schumann conducted one of the first studies on the representation of women in television commercials. They observed that women are primarily represented as homemakers after examining how men and women are portrayed in television commercials (Bharadwaj & Mehta, 2017). One of the initial investigations into how women are portrayed in American advertising was done by Courtney & Lockeretz (1971).…”

Section: Introductionmentioning

confidence: 99%

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Reconstructing Gender Roles using Collective Memory (Process) through Select Indian Commercials

S¹,

Bhuvaneswari²

2023

SMC

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Collective memory as a process implies that social groups' collective memory in society, changes and develops over time. The paper adopts a phenomenological study using Yadin Dudai’s ‘collective memory as a process’, in the interest of assessing how shifting collective memory (process) of gender roles in society influences the depiction of gender roles in Indian television commercials. Further, it goes on to explain how such advertisements can also impact society's collective memory of gender roles. The study investigates the issue of whether or not there has been a shift in how gender roles are portrayed in commercials in association with the collective memory (process) of society. Studying this change in the portrayal of gender roles in television advertising does indeed have broader implications as to how society perceives gender roles, emphasizing the significance of this study. The research findings show that there has been a noticeable change in how women are portrayed in television commercials as sporting champions, motorists, successful politicians, and business personnel in relation to the changing collective memory of society. The study ultimately determines that the influence of commercials on modifying society's collective memory of gender roles and the influence of collective memory on the evolution of gender role depictions in commercials are reciprocal in nature.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Reconstructing Gender Roles using Collective Memory (Process) through Select Indian Commercials

S¹,

Bhuvaneswari²

2023

SMC

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“…The sexual identities of immigrant Asian, Muslim and Pakistani men have been associated with rape, abuse and exploitation; while those of the women in those communities as repressed and sexually unavailable. Bharadwaj and Mehta (2017) sought the feedback of ten women working in the corporate sector through interviews about two Indian advertisements and found that though the women had been represented in modern roles which apparently looked promising, yet their representation was a temporary sojourn into male roles, but eventually traditional feminine roles had been reinforced through markers of femininity expected in a patriarchal structure embedded in the Indian society. Bakhtiari and Saadat (2015) studied the representation of men and women in relation to each other in 69 photographs selected from four volumes of the book entitled Interchange which was widely used for teaching English in Iranian institutes.…”

Section: Introductionmentioning

confidence: 99%

Semiotics of Gender Roles and Honour Killing in Pakistani Paintings

Riaz¹

2023

JRSS

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The study examines how gender is represented through visual signs in the paintings on honour killing, how social structures gain meaning on getting painted, how power dynamics work in the so-called traditional or patriarchal societies, and if and how these semiotic constructions represent, underrepresent, or misrepresent Pakistani context. The grammar of the visual design of 40 paintings on honour killing, painted by male and female Pakistani painters belonging to different areas of Pakistan, have been qualitatively studied in the light of the theoretical understanding of ideational, interpersonal, and textual metafunctions suggested by Kress and van Leeuwen (2006). The visual grammar of the paintings suggests that the women have been represented as helpless, outcaste, oppressed, and marginalized, while men have, indirectly through visual signs, been depicted as oppressors and perpetrators. On the ideational level, society has also been highlighted as extremely oppressive and debilitating. Interpersonal metafunction reveals social negligence towards honour killing and female victimhood, while the textual orientation of the paintings not only suggests social control over the female body and choices as the core issue, but also highlights the strict condemnation of female oppression and honour killing by the painters.

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“…Scholars report women's portrayal in Indian media as underrepresented and of a docile, subdued and unemployed nature (e.g., Collins, 2011;Das, 2011Das, , 2020Sandhu, 2018a). The detrimental impact of such stereotyped portrayals perpetuating gender inequality in social reality is also underpinned in the research (Bandura, 2009;Bharadwaj & Mehta, 2017). However, some studies point to a recent shift in the narrative of gender role portrayals in Indian media (e.g., Das, 2000;Fowler & Thomas, 2015;Mukhopadhyay & Banerjee, 2021).…”

Section: Introductionmentioning

confidence: 99%

“…Studying gender portrayals in Indian media has been of significant interest to many researchers (e.g., Behera, 1989; Bharadwaj & Mehta, 2017; Collins, 2011; Dwivedy et al, 2009; Mcmillin, 2002; Sandhu, 2018a). Scholars report women’s portrayal in Indian media as under-represented and of a docile, subdued and unemployed nature (e.g., Collins, 2011; Das, 2011, 2020; Sandhu, 2018a).…”

Section: Introductionmentioning

confidence: 99%

Gender Portrayals and Perceptions in the New Age Society of India

Barthwal

2023

Indian Journal of Gender Studies

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There has recently been a shift in the portrayal of women in Indian media, from a domestic background and docile image to a more professional and empowered representation. This study explores whether such changed portrayals in the media are also positively perceived and if there is an impact on the status of women in the social reality of India. The study examined gender perceptions through focus group discussions with participants from Gen X and Gen Z cohorts. Gen Z, conditioned in an age of technology and liberalisation, was expected to have different gender perceptions than Gen X, conditioned in a pre-liberalised traditional India. The discussions revealed the participants’ complexities, dilemmas and compromises regarding gender stereotypes and the modern versus traditional portrayal of women in Indian media. While Gen X participants were bound to old gender structures and equations, the iconoclastic Gen Z participants appeared to be onsetting a change in gender perceptions of India.

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Annihilating or perpetuating the gender stereotype? An analysis of Indian television advertisements

Cited by 7 publications

References 41 publications

Reconstructing Gender Roles using Collective Memory (Process) through Select Indian Commercials

Reconstructing Gender Roles using Collective Memory (Process) through Select Indian Commercials

Semiotics of Gender Roles and Honour Killing in Pakistani Paintings

Gender Portrayals and Perceptions in the New Age Society of India

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