Document Type
Article
Publication Date
1-13-2025
Abstract
On media, television commercials (TVCs) play a significant role in shaping societal perceptions of gender roles. This study examines gender depictions in Indian TVCs, focusing on key dimensions such as gender ratio in primary characters, voiceovers, settings (home, outdoor, workplace), and product categories. A content analysis of 120 TVCs from Indian brands (2011–2020) was conducted, with coding performed by the researcher. Findings reveal that men were primary characters in 54.6% of the advertisements, while women featured in 45.4%. Male voiceovers dominated at 70.1%, compared to 29.9% for females. Women were portrayed in home settings in 66.7% of TVCs, while men appeared in 33.3%. Outdoor settings showed no significant gender difference, contrary to expectations. In workplace settings, men exclusively appeared (100%), with no representation of women. Product categories linked women predominantly to household and healthcare products, while men dominated categories like banking, technology, and transportation. This study bridges gaps in research on gender representation in media within the diverse cultural context of India. Findings are contextualized using Social Learning Theory and highlighting the potential societal impacts of stereotypical gender portrayals in advertisements.
Recommended Citation
Akram, H., & Mason, A. (2025). Recasting Gender Roles: A Study of Indian Television Commercials (2011–2020). Preprints. https://doi.org/10.20944/preprints202501.0894.v1
Included in
Asian Studies Commons, Broadcast and Video Studies Commons, Gender, Race, Sexuality, and Ethnicity in Communication Commons, International and Intercultural Communication Commons, Other Film and Media Studies Commons, Other International and Area Studies Commons, Public Relations and Advertising Commons, Television Commons, Women's Studies Commons
Comments
https://www.preprints.org/manuscript/202501.0894/v1