Contesting the Norm? Live-in Relationships in Indian Media Discourses

Bibliographic Data

ID2634826
AuthorsFritzi-Marie Titzmann (University of Central Asia, corresponding author)
Year2017
Volume16
Issue16
Publication date2017-09-14
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueSouth Asia Multidisciplinary Academic Journal (JOURNAL)
Journal identifiersISSN: 1960-6060 • E-ISSN: 1960-6060
PublisherOpenEdition (PUBLISHER)
DOI10.4000/samaj.4371
OpenAlexW2755320359
LanguageEN
Citations received2
References cited20

A recent trend in television advertisement of staging unconventional social constellations includes an advertisement released by the tea brand Red Label in 2015 featuring a live-in couple facing an awkward family situation that eventually dissolves into intergenerational harmony. The one-minute commercial visualizes not only an alternative to the married couple but invites us to re-imagine the relationship between parents and children as well. Based on the assumption that society and media co-construct each other, this paper asks whether the act of rendering the unconventional visible is already a challenge to the idea of the Indian family. Further, it analyzes the conflictual online discourse evolving around the short film. In particular, looking at viewers’ comments reveals conflicting attitudes that reflect different discourses in Indian society. Apart from the obvious topic of cohabitation, viewers “see” a multitude of interconnected themes reflected in the commercial and go on to discuss gender roles, sexuality and the visual symbols of “Indianness.”

Media studies · Political science · Sociology · Asian Culture and Media Studies · Diaspora, migration, transnational identity · Gender Studies · Law · Psychology · Social Psychology · South Asian Cinema and Culture