Satellite Television and the New Indian Woman

Dados Bibliográficos

ID9848596
AutoresSheena Malhotra (autor correspondente), Everett M Rogers
Ano2000
Volume62
Fascículo5
Páginas407-429
Data de publicação2000-10-01
Peer ReviewedSim
Open AccessSim
TipoARTICLE
PeriódicoGazette (Leiden Netherlands (JOURNAL)
Identificadores do periódicoISSN: 0016-5492 • E-ISSN: 1460-3594
EditoraSAGE Publications (PUBLISHER • US)
DOI10.1177/0016549200062005004
OpenAlexW1996114611
IdiomaEN
Citações recebidas13
Referências 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