Potrayal of Women in Indian Media
PORTRAYAL OF WOMEN IN INDIAN MEDIA
Subhas Singha Roy
Assistant Professor, Department of Political Science
Chandidas Mahavidyalaya
P.O. Khujutipara, District- Birbhum,West Bengal, India
[Affiliated to University of Burdwan]
Website:http://chandidasmahavidyalaya.org
Email: subhasbabu73@gmail.com/ mainakbabu_2006@rediffmail.com
“….the language of advertisements is more about the consumer than the object to be consumed.”
Abstract: This is an attempt to understand the underlying logic of representing women in mainstream media especially in electronic advertisement. Women in the neo-liberal economy or in globalized economy get ample opportunity to promote and develop them as well as find a way to maintain livelihood. Lots of electronic media have come up in this neoliberal era. Before the initiation of economic reform policy, very few channels were operating.
Government controlled Doordarshan occupying the centre stage. But the open market economy has boosted private players in diverse fields including entertainment areas. Thus electronic channels are vying with each other. On the other hand, private companies and enterprises start utilizing these media to promote their goods through advertisements. Women utilize this new opportunity. But this electronic media consciously promotes a certain category of women while avoiding others. This paper interrogates this discrimination of women in media.
Keywords: globalization, marketization, advertisement, free market economy, women portrayal
Introduction
Although there are lots of debate about the nature and form of globalization, but it is beyond doubt that globalization has left indelible impact upon the society. Profound changes are being perceived in economy, culture and politics. In economy private initiative and market values start dictating the terms. State or public enterprises are regarded as inefficient and causing enormous harm to the health of country‟s economy. Only the private
Subhas Singha Roy
Assistant Professor, Department of Political Science
Chandidas Mahavidyalaya
P.O. Khujutipara, District- Birbhum,West Bengal, India
[Affiliated to University of Burdwan]
Website:http://chandidasmahavidyalaya.org
Email: subhasbabu73@gmail.com/ mainakbabu_2006@rediffmail.com
“….the language of advertisements is more about the consumer than the object to be consumed.”
Abstract: This is an attempt to understand the underlying logic of representing women in mainstream media especially in electronic advertisement. Women in the neo-liberal economy or in globalized economy get ample opportunity to promote and develop them as well as find a way to maintain livelihood. Lots of electronic media have come up in this neoliberal era. Before the initiation of economic reform policy, very few channels were operating.
Government controlled Doordarshan occupying the centre stage. But the open market economy has boosted private players in diverse fields including entertainment areas. Thus electronic channels are vying with each other. On the other hand, private companies and enterprises start utilizing these media to promote their goods through advertisements. Women utilize this new opportunity. But this electronic media consciously promotes a certain category of women while avoiding others. This paper interrogates this discrimination of women in media.
Keywords: globalization, marketization, advertisement, free market economy, women portrayal
Introduction
Although there are lots of debate about the nature and form of globalization, but it is beyond doubt that globalization has left indelible impact upon the society. Profound changes are being perceived in economy, culture and politics. In economy private initiative and market values start dictating the terms. State or public enterprises are regarded as inefficient and causing enormous harm to the health of country‟s economy. Only the private