Preferred Image of Women on Indian Television: A Move from Classic Stereotypes

Sandhu, Namrata

doi:10.1177/2455632718778395

Cited by 7 publications

(19 citation statements)

References 52 publications

(73 reference statements)

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“…The construction of gender identity is a complex and ongoing project (Avery, 2012; Kerr & Multon, 2015). The influence of media (Orenstein, 2011; Sandhu, 2016, 2018; Wood, 2012), social and cultural norms (Collinson & Hearn, 1994; Fugate & Phillips, 2010), discriminatory actions and agendas for men and women (Czarniawska, 2013), peer pressure (Shepard, Nicpon, Haley, Lind, & Liu, 2011), parental and family influence (Kerr & Cohen, 2001), and last but not least, direct communication (Wood, 2012) coerce individuals into gendering.…”

Section: Theorymentioning

confidence: 99%

Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product

Sandhu

2018

FIIB Business Review

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The study investigates the phenomenological impact of gender cues in advertisements on the perceived gender identity meanings of the advertised product. The study utilizes a randomly assigned participants design that exposes three separate groups of participants to differently gendered advertisements of the same product and captures the distinction in the participants’ construction of the gender identity meanings of the advertised product under experimental conditions. Results establish the significant influence of gender cues in advertisements on the perceived gender identity meanings of the advertised product. Results also underscore the difference in the perceptions of men and women under the same stimulus. Theoretical contributions and implications for marketers are discussed.

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Section: Theorymentioning

confidence: 99%

Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product

Sandhu

2018

FIIB Business Review

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“…Studying gender portrayals in Indian media has been of significant interest to many researchers (e.g., Behera, 1989;Bharadwaj & Mehta, 2017;Collins, 2011;Dwivedy et al, 2009;Mcmillin, 2002;Sandhu, 2018a). Scholars report women's portrayal in Indian media as underrepresented and of a docile, subdued and unemployed nature (e.g., Collins, 2011;Das, 2011Das, , 2020Sandhu, 2018a). The detrimental impact of such stereotyped portrayals perpetuating gender inequality in social reality is also underpinned in the research (Bandura, 2009;Bharadwaj & Mehta, 2017).…”

Section: Introductionmentioning

confidence: 99%

Gender Portrayals and Perceptions in the New Age Society of India

Barthwal

2023

Indian Journal of Gender Studies

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There has recently been a shift in the portrayal of women in Indian media, from a domestic background and docile image to a more professional and empowered representation. This study explores whether such changed portrayals in the media are also positively perceived and if there is an impact on the status of women in the social reality of India. The study examined gender perceptions through focus group discussions with participants from Gen X and Gen Z cohorts. Gen Z, conditioned in an age of technology and liberalisation, was expected to have different gender perceptions than Gen X, conditioned in a pre-liberalised traditional India. The discussions revealed the participants’ complexities, dilemmas and compromises regarding gender stereotypes and the modern versus traditional portrayal of women in Indian media. While Gen X participants were bound to old gender structures and equations, the iconoclastic Gen Z participants appeared to be onsetting a change in gender perceptions of India.

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“…When they are exposed to the media content which uses the same type of portrayal repeatedly, they will believe that is the normal standard of reality in society. Thus, TV advertisements have been widely criticized for promoting standards of beauty which are dangerously thin by repeated exposure of ideally thin models (Sandhu, 2018).…”

Section: Introductionmentioning

confidence: 99%

“…In the commercials, the ideal of thinness is continually emphasized as the beauty standard through progressively thinner female models in the past few decades (Sandhu, 2018) where "women are generally portrayed as beautiful, thin, young, and decorative". For particular concern, contemporary female models are already much thinner than most average women but advertisers still apply digital alteration technologies to reduce body size (Paraskeva, Lewis-Smith, & Diedrichs, 2017).…”

Section: Introductionmentioning

confidence: 99%

Perceived Impact of Ideal Thin Models in TV Advertisement and Behavioral Intention: a Case Study of China National Undergraduate Students in Malaysia

Deng

2021

JPMM

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Globally, the influx of Western mass media in non-Western societies has coexisted with the beauty standard of the thin ideal. Therefore, body-image disturbance becomes an emerging issue in Chinese culture as well. Using surveys, this research investigated the perceptual discrepancy between the perceived impact of idealized thin models on self and on others according to the third-person effect theory among mainland Chinese overseas undergraduate female students in Malaysia. It found that respondents perceived that the thin models in TV advertisements exerted a greater impact on others than on themselves. The role of social difference and gender was demonstrated in determining the size of the perceptual gap. This perceptual gap could lead to dieting, excessive exercising, and the likelihood of liposuction undertaking as well as body dissatisfaction. Theoretically, it expands third-person effect theory in body image field in mainland China context. It also gives practical implications to solve body image disturbance among Chinese females.

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Preferred Image of Women on Indian Television: A Move from Classic Stereotypes

Abstract: This article seeks to suggest that televised portrayals of women should do justice to the evolving image of the present-day woman in India. Such portrayals will not only address the expectations of the audience but also serve desirable social (towards gender equity) and commercial ends.

Cited by 7 publications

References 52 publications

Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product

Impact of Gender Cues in Advertisements on Perceived Gender Identity Meanings of the Advertised Product

Gender Portrayals and Perceptions in the New Age Society of India

Perceived Impact of Ideal Thin Models in TV Advertisement and Behavioral Intention: a Case Study of China National Undergraduate Students in Malaysia

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