International Journal of Education and Psychological Research

(Print and Online Peer Reviewed Journal)


Print - ISSN: 2349 - 0853
e - ISSN: 2279 - 0179

VOLUME 3 - ISSUE 1

(March 2014)

Women in Indian Television Advertisement: A Feminist Observation


Authors: Dr Rajiv Ranjan Dwivedi

Pages: 1-4

Abstract:

Feminists concerns in India have been one of the top priorities despite certain drastic socio-economic truths about women. Right from the Vedic period to the post modern time of today, a sensitive response to issues pertaining to women has come from all organs of society--religion, literature, social activism, literary criticism, etc. If feminism addresses the cause of women vis-à-vis their socio-economic conditions in the society, it becomes imperative for one to probe the role of media in lending the due status of dignity and grace deserved by women at large. The paper titled Women in Indian Television Advertisement: AFeminist Observation is a humble endeavour in that direction to explore the contribution of Indian media to the causes of women. The extant position of women in India through the lens of advertisements as an integral domain of media foregrounds the discourse of the paper while interrogating the issue from the feminist perspective. As an ideology - political, cultural or literary, feminism emerges from the discriminatory treatment of women at all fronts of life-social, economic, political etc. That women are not a commodity is the vantage point from where the discourse of the paper emerges with its focused objective of examining the veracity of gender sensitivity lent to women through Indian media in contemporary post modern context.