Social Trends

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Social Trends is an interdisciplinary refereed journal, published annually by the Department of Sociology, North Bengal University. All rights reserved. No part of the articles, excepting brief quotations in scholarly works, can be published/reproduced, without the written permission of the editor.

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2016 - 20203

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Author: search.filters.author.Raha, SylviaHas files: Yes

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Now showing 1 - 3 of 3
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    Everyday life of the jewellery karigars in siliguri : case study
    (University of North Bengal, 31-03-2017) Raha, Sylvia
    The conventional predominance of the Bengali Swarnakars in jewellery making is on the wane as the non-Bengali karigars are taking their place. Making jewellery is no longer a caste occupation in the Hindu social order as non-swarnakars are also finding a place in the craft. Counted in the informal sector the karigars are subjected to the crudest form of exploitation which leads to their alienation at work place. The elements of estrangement pervade their family and social life.
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    ItemOpen Access
    Body and ornaments : reflection on ghurye’s perspective
    (University of North Bengal, 31-03-2020) Raha, Sylvia
    G. S.Ghurye, one of the founders of Indian Sociology, wrote on an unconventional subject like “Indian Costume”, which bears relevance to the study of aesthetics and fashion in modern India. Taking cues from Ghurey’s ideas the present paper will highlight the underneath meaning of wearing ornaments on women’s body. Since the time of Indus Valley Civilization Indians have developed a rich culture of making, trading and wearing ornaments for different parts of the body to beautify and celebrate the human body. A costume, as Ghurye defines, is to cover and protect the body and the design of costumes attracts the attention of the viewer. Parallel to this, ornaments not only serve to please the eyes of the beholder but also fulfil a sense of aesthetic pleasure of the wearer. Thus, this article will highlight the relation between body and ornaments.
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    ItemOpen Access
    Body Image: Women in Jewellery Advertisement
    (University of North Bengal, 2016-03) Raha, Sylvia
    The perspective of this article is to consider how media is utilizing the bodily attraction of women to cater the eyes of the viewers and the consumers, especially in the jewellery industry. They are dealing with the most powerful force of this universe, i.e the sensual attraction of humans. In one hand these ads are making the female audience to correlate them with the gorgeous beautiful models, to be like them, but on the other hand these ads are just exploiting the body image of women in a way. It objectifies women’s body. For jewellery advertisement women are generally produced and reproduced as decorative pieces where the image of a women turns into a ‘sign’ but this ‘sign’ is not the real sign of that particular women rather it creates simulation among the consumers. Women try to wear jewellery for all parts of the body in order to catch men’s attention on them. This paper reviews that how the body images of women in jewellery advertisement plays a crucial role in influencing consumer’s social interaction and how the modern society is dominated by the mediated image created by the mass media and/or Patriarchy. This paper also includes four case studies of renowned jewellery brands, and how they have incorporated sensual elements in their ads through women body and how body image is reflected in the ads.