Construction of Negative Images of Menstruation in Indian TV Commercials

Abstract

Menstruation is a perfectly normal physiological process; however, it is problematized in TV commercials. In the current study, a thematic analysis of 50 Indian TV commercials was conducted to identify the latent themes. Social captivity, restrictions, professional inefficiency, and physical and mental discomfort emerged as major themes after the analysis. The knowledge that manufacturers use such themes for image building and creating a conducive buying environment may prevent the reinforcement of menstrual taboos in Indian society. It can also guide the manufacturers in ideating and creating positive and healthier ways of advertising female hygiene products.

Reframing Menstruation in India: Metamorphosis of the Menstrual Taboo With the Changing Media Coverage

“…Due to lack of knowledge about menstruation and unavailability of means to cope with it, menstruation becomes a monthly disaster for many women in India. Yagnik (2012) furthers that only a "few nations, cultures, religions, and tribes have made an entirely praiseworthy attempt to clearly construe the process of menstruation or the physiological and psychological effects women have to go through because of it" (p. 760). There are outliers wherein the community gets together to celebrate menarche.…”

“…While marketing these products, the issues of menstruation started getting coverage. The initial advertising was conservative in its approach (Yagnik, 2012). Weiner (2004) asserted that the advertising in the Western media was clinical, with its emphasis on the product features and benefits like absorbency, comfort, freshness, and hygiene.…”

“…Media plays a role in influencing the notions about concealment. Advertisements of menstrual hygiene products have reinforced cultural taboos that menstruation is undesired and dirty (Lee, 2007;Simes & Berg, 2001;Yagnik, 2012) and something that needs to be hidden (Havens & Swenson, 1989;Treneman, 1989). Study of depiction of menstruation in the media is classified under the concealment aspect of the menstrual taboo.…”

“…Only 12% (42.6 million) of the total 355 million Indian women used sanitary napkins (Sinha, 2011) as compared with 100% women in Japan and Singapore, 88% women in Indonesia, and 64% women in China. Yagnik (2012) further adds that the 88% of women who do not use sanitary products use unsanitized rags, ash, plastic, husk, and sand. Mahon and Fernandes (2010) found similar results in their study.…”

“…These result in the stagnation of the social development and empowerment of women and society. Menstrual taboo, which is the root cause, has remained unspoken and unaddressed for a very long time (Montgomery, 1974;Yagnik, 2012). The awkwardly framed image and discourse revolving around menstruation, as a social taboo, is the reason for not discussing it openly.…”