Questioning the ‘Superwoman’: Gender Image portrayal in Indian Mainstream Media since 1990’s
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Type
Article
Date
2014-03
Journal Title
Social Trends
Journal Editor
Roy, Sanjay K.
Journal ISSN
Volume Title
Publisher
University of North Bengal
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82Citation
Ghosh, M. (2014). Questioning the ‘Superwoman’: Gender Image portrayal in Indian Mainstream Media since 1990’s. Social Trends, 1(1), 24–34. https://ir.nbu.ac.in/handle/123456789/3483
Authors
Ghosh, Molly
Advisor
Editor
Abstract
This paper highlights how a new stereotyped image of an individual Indian woman is projected in the
mainstream media and the way this redefined image becomes a convenient site for negotiation between the
traditional past and the contemporary market driven society. It also calls this homogenous feminine image a
myth and shows how large sections of women remain outside this new image. The objective is to raise a question
whether media is just reasserting the interplay of neo-liberal and patriarchal values or contributing to any
meaningful empowerment of women.
Description
Keywords
globalisation, liberalisation, privatisation, commodification, consumer culture, technologies of gender, culture industry, postfeminism, sexuality, unorganised sector, super woman
Citation
Accession No
Call No
Book Title
Edition
Volume
ISBN No
Volume Number
1
Issue Number
1
ISSN No
2348-6538
eISSN No
Pages
Pages
24 - 34