Satellite Television and the New Indian Woman

Datos Bibliográficos

ID9848596
AutoresSheena Malhotra (autor de correspondencia), Everett M Rogers
Año2000
Volumen62
Número5
Páginas407-429
Fecha de publicación2000-10-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaGazette (Leiden Netherlands (JOURNAL)
Identificadores de la revistaISSN: 0016-5492 • E-ISSN: 1460-3594
EditorialSAGE Publications (PUBLISHER • US)
DOI10.1177/0016549200062005004
OpenAlexW1996114611
IdiomaEN
Citas recibidas13
Referencias citadas25

The article analyzes the rapid development of private satellite television in India during the 1990s and the resulting changes in the portrayals of Indian women. The primary focus in images of Indian women changed from portrayals of women as domestic housewives and mothers, to women as sexual beings who often work outside the home and who have become Westernized. Drawing on the concept of cultural hegemony, a content analysis is carried out of the top 10 rated programs being broadcast on private television networks in India in July 1997. It is found that women are gaining greater visibility in television programming. However, the characters are constructed primarily through patriarchal and nationalist interests, often reverting any progress made in gender-role portrayals to a more traditional status quo. There is also evidence of the process of cultural hegemony being manifested through mass media channels

Advertising · Business · Geography · Hegemonic masculinity · Hegemony · Masculinity · Mass media · Nationalism · Political science · Sociology · Status quo · Television industry · Visibility · Gender Studies · Law · Media Influence and Politics · Middle East and Rwanda Conflicts · Socioeconomic Development in MENA