Masculinity and gender stereotyped commercials in Hindi news channels-a content analysis

Banerjee, Shourini and Kakade, Onkargouda (2015) Masculinity and gender stereotyped commercials in Hindi news channels-a content analysis. Journal of Media and Social Development, 3 (4). pp. 51-62. ISSN 2320-8244

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The portrayal of men and women in the television commercials isusually stereotyped. It causes adverse effects on achieving genderequality. The media being the “Fourth Estate” has substantial role toplay in promoting gender equality. Our patriarchal society has laiddown certain norms specifically on the basis of gender, which formsthe gender identities. These gender identities increase manifold when itis portrayed through the media. Repeated portrayal of genderstereotyped messages creates hurdles and widens the gender disparity.Advertisements play a significant role in creating trends and conveyingmessages and shaping the masses about lifestyle, fashion, behavior,attitudes and help in building opinion. The study has been conductedon 2 Hindi news TV channels using specific codes through constructedsampling for 3 months. Cultivation Theory forms theoretical frameworkin the analysis. The study reveals the stereotypes reinforced throughthe selected commercials appearing in Hindi news TV channels duringprime time.

Item Type: Article
Uncontrolled Keywords: Television Advertising, Gender stereotypes, Masculinity,Gender Inequality, Women, Hindi News TV Channels.
Subjects: A Arts and Humanities > Journalism and Mass Media Communication
Divisions: Department of > Journalism and Mass Communication
Depositing User: Dr Raju C
Date Deposited: 06 Mar 2021 10:22
Last Modified: 06 Mar 2021 10:22

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