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Should I be portrayed like this? An exploration of Indian women in television advertising

Das, Madhusmita ; Sharma, Sangeeta

Feminist media studies, 2023-05, Vol.23 (4), p.1819-1836 [Periódico revisado por pares]

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Título:
Should I be portrayed like this? An exploration of Indian women in television advertising
Autor: Das, Madhusmita ; Sharma, Sangeeta
Assuntos: Advertisement ; Advertisements ; Advertising ; Content analysis ; Decision makers ; new indian woman ; Portrayal ; product category ; representation of women ; role portrayal of women ; Television ; Women
É parte de: Feminist media studies, 2023-05, Vol.23 (4), p.1819-1836
Descrição: Advertisements act as a powerful medium for showcasing the role of women in society. The present study explores how women are portrayed in Indian television advertisements and how their portrayal varies according to the product categories. Content analysis of 268 commercials aired during the five popular Indian television shows has been undertaken to understand the role portrayal of women. The study highlights that women are primarily portrayed in a decorative and family role and rarely depicted as freewheelers and professionals in the products related to body beautification and household. However, the study notes a significant rise in situations where women are mostly portrayed as independent decision makers. This paper continues the conversation and adds to the existing literature about the role portrayal of women in media.
Editor: Abingdon: Routledge
Idioma: Inglês

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