Questioning the ‘Superwoman’: Gender Image portrayal in Indian Mainstream Media since 1990’s

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Article

Date

2014-03

Journal Title

Social Trends

Journal Editor

Roy, Sanjay K.

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Volume Title

Publisher

University of North Bengal

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Citation

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.

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Keywords

globalisation, liberalisation, privatisation, commodification, consumer culture, technologies of gender, culture industry, postfeminism, sexuality, unorganised sector, super woman

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Volume Number

1

Issue Number

1

ISSN No

2348-6538

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Pages

Pages

24 - 34

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