International Journal For Multidisciplinary Research

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Deconstructing Gender Stereotypes in Indian Advertising: Insights from Media and "Bulbbul"

Author(s) Shivam Gaur, Ananta Sarkar
Country India
Abstract Gender stereotypes are pervasive in Indian advertising, with many ads perpetuating harmful and limiting stereotypes about women's roles and potential. Stereotypes, which are cognitive structures that influence perceptions of individuals based on social group membership, often depict women in traditional roles such as homemakers, caregivers, and objects of beauty. These representations reinforce outdated notions of gender and limit the perception of women's capabilities and aspirations. Although there has been some progress in challenging these stereotypes, significant obstacles remain due to deeply ingrained cultural norms and commercial interests that favor conventional portrayals. This paper explores the impact of media representations on gender stereotypes, particularly through content analysis of various media items, and examines the portrayal of gender in the Netflix film "Bulbbul" as a case study. The film's subversion of traditional gender roles and its depiction of gender-based violence highlight the potential for media to challenge and change societal attitudes. Achieving gender equality in Indian advertising requires a multifaceted approach involving industry-wide efforts, grassroots movements, and consumer advocacy. By promoting inclusive and diverse representations of women, advertisers can contribute to a more equitable and just society.
Keywords Gender stereotypes, Indian advertising, Media representations, Gender equality, Bulbbul, Inclusive advertising
Field Sociology > Journalism / Media
Published In Volume 6, Issue 3, May-June 2024
Published On 2024-06-30
Cite This Deconstructing Gender Stereotypes in Indian Advertising: Insights from Media and "Bulbbul" - Shivam Gaur, Ananta Sarkar - IJFMR Volume 6, Issue 3, May-June 2024. DOI 10.36948/ijfmr.2024.v06i03.23751
DOI https://doi.org/10.36948/ijfmr.2024.v06i03.23751
Short DOI https://doi.org/gt3ndc
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