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Navigating Gender Norms in Advertising:
A Sociological Perspective on representation of women in Indian Media.
Duration: 6 Months
Type: Independent Qualitative research paper
Skills: Qualitative analysis through the gender lens.
The Gender Studies course was a pivotal part of my major, profoundly reshaping my understanding of how societal norms subtly enforce gender roles. It provided an insightful lens to analyze and critique gender portrayal in Indian advertising media.
OBJECTIVE
Gender norms are socially constructed and perpetuated through advertising. The study uses qualitative methods, including focused group discussions with media students, to analyze the evolution of gender representation in advertisements from past decades to the present day. It compares traditional stereotypical portrayals with contemporary approaches, offering insights into the changing landscape of Indian advertising.
METHODOLOGY
The research is qualitative and the insights were derived through desk research combined with 2 sets of focused group discussions with final year media student from Mumbai, India.
Femvertising's Double-Edged Sword:
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Commercialization of feminism raises awareness, it also risks trivializing the movement, portraying feminism more as a marketing trend than genuine commitment to gender equality.
Cautious LGBTQ+ Representation:
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The constrained depiction of LGBTQ+ communities in Indian ads reflects a society grappling with traditional values versus inclusivity, illustrating the tension between progressive ideals and cultural conservatism.
Subtle Sexism Amidst Progress
Despite strides towards equality, advertising in India subtly perpetuates gender stereotypes, hinting at deep-rooted societal norms that are slow to evolve.
Key Findings
Conclusion
Indian advertising media is experiencing a transitional phase in gender representation. There's an evident shift towards more progressive depictions, yet traditional and subtle stereotypes persist. The limited and cautious portrayal of LGBTQ+ individuals signifies a cultural hesitancy in embracing full inclusivity. Additionally, the use of feminist themes in advertising, while raising awareness, often serves more commercial interests than genuine advocacy for gender equality. These trends reflect the broader societal attitudes in India, balancing traditional values with emerging progressive ideals.
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