has modern women destroyed patriarchy?
TRANSCRIPT
Course:Gender&MediaChapter:9
HasModernWomenDestroyedPatriarchy?
Ms.Jagri?ShankarDept.ofWomen’sStudies
SessionObjec?ves
• Examinemediatedimageofmodernwoman• Changingrolesofwomeninmediavis-a-viswomen’sstatusinsociety
• Ispatriarchydead?• Twoeconomiesandtheirimpact
“Theglamour,glitz,andmoneyofMedia-tedrepresenta?oncamouflagethere-entrenchingofoldstereotypesandgenderroles”-BalaKothandaramaninMedia-?ngPatriarchy
Whatisa‘ModernWoman’?
hYps://www.google.co.in/search?q=because+i%27m+worth+it&espv=2&biw=1152&bih=940&tbm=isch&imgil=372_NgPdc_sRrM%253A%253BmkCFXe07hkt1bM%253BhYp%25253A%25252F%25252Fwww.travelperspec?ve.co.uk%25252F2012%25252F07%25252F25%25252Fbecause-im-worth-it%25252F&source=iu&pf=m&fir=372_NgPdc_sRrM%253A%252CmkCFXe07hkt1bM%252C_&usg=__q8Yz7GDTAJqvO4T_9rzniTzHHtI%3D
hYps://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjx6b6zw4TRAhUIO48KHZh7ADgQjRwIBw&url=hYp%3A%2F%2Fposts.mode.com%2Flast-few-days-ler-to-nominate-women-of-worth%2F&psig=AFQjCNGybBDte6MsxEsw9cfZT1_ojUnkPw&ust=1482383475325378
hYps://www.google.co.in/imgres?imgurl=hYps%3A%2F%2Flindseygendke.files.wordpress.com%2F2013%2F04%2Fbusy-woman-2.jpg%3Fw%3D409&imgrefurl=hYps%3A%2F%2Flindseygendke.com%2F2013%2F04%2F05%2Frole-confusion-and-the-modern-woman%2F&docid=qEoT04GwBrc9nM&tbnid=TIIlcmNr-ffybM%3A&vet=1&w=409&h=279&bih=936&biw=1152&q=modern%20woman&ved=0ahUKEwjLmbeM2YTRAhUJMI8KHeraAF0QMwg3KAcwBw&iact=mrc&uact=8
hYps://www.google.co.in/imgres?imgurl=hYp%3A%2F%2Fwww.mylivepost.com%2Fwp-content%2Fuploads%2F2015%2F04%2Ffashion-?ps-for-the-modern-woman-mylivepost-300x209.jpg&imgrefurl=hYp%3A%2F%2Fwww.mylivepost.com%2Ffashion-and-the-modern-women%2F&docid=TkBuMxp0gJC7lM&tbnid=cztAs33qTK8DzM%3A&vet=1&w=300&h=209&bih=936&biw=1152&q=modern%20woman&ved=0ahUKEwjLmbeM2YTRAhUJMI8KHeraAF0QMwiUAShZMFk&iact=mrc&uact=8
hYps://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwjzyJbA2YTRAhXFt48KHWKxC9YQjRwIBw&url=hYp%3A%2F%2Fwww.rebeccaprusinowski.com%2Fwri?ng%2Fparis-fashion-has-designs-on-the-modern-woman&psig=AFQjCNGsdROI41n42mYxQQdAuC_TMcuKHg&ust=1482389430307715
hYps://www.google.co.in/imgres?imgurl=hYps%3A%2F%2Fmodernwoman.files.wordpress.com%2F2013%2F08%2Fcropped-womenoilpain?ngs1211.jpg&imgrefurl=hYps%3A%2F%2Fmodernwoman.wordpress.com%2F&docid=5tjor5YhmIEB1M&tbnid=3nD86Ipbyixj7M%3A&vet=1&w=580&h=255&bih=936&biw=1152&q=modern%20woman&ved=0ahUKEwjLmbeM2YTRAhUJMI8KHeraAF0QMwhwKDUwNQ&iact=mrc&uact=8
Thehypedmediageneratedimageofwomenis‘modern’,‘liberatedwomen’,‘flaun2ngtheirbeauty’,and‘bodies’,ina‘comple2ontoexpose’,andto‘projecta;tude’
Hasthiswomandestroyedpatriarchy?
Thehypedmediageneratedimageofwomenis‘modern’,‘liberatedwomen’,‘flaun2ngtheirbeauty’,and‘bodies’,ina‘comple2ontoexpose’,andto‘projecta;tude’.
Ø Whichisagain‘objec?fica?on’…
Shouldn’taModernWomanbe..
AwomanwhohasevolvedintoapersonintermsofIdeas,Capability,Individuality,andwhoisliberated,andstandsforherRights.
• Somanyprotestsagainstthe‘objec?fica?on’ofwomen,butnothingchanges…
• Responsibilityisshiredon‘audiencepreferences’,TelevisionRa?ngPoint(TRP)
Howisthatthewomeninvolved(models,workersofadagencies/print/electronicmedia)acquiesceinthissystema?c
deroga?on,andplaytheleadinre-establishingallthegenderedstereotypes.
Patriarchalbasisoffemalesubordina?on:Internaliza?onandComplicity
Internaliza2on:Womeninpatriarchalhierarchyacquiescetheirsubordina?onbecauseof:Ø Theirbiology,physique,etc.Ø TheirbeinglessintelligentØ Theirlackofknowledgeoftheworld
Modernmedia-tedrepresenta?on
Tradi2onalInternaliza2onØ Theirbiology,physique,
etc.Ø TheirbeinglessintelligentØ Theirlackofknowledgeof
theworld
ModernInternaliza2onØ Womensignalbeauty,‘Bod’Ø Ads/TVSerials/Cinema,
womenareorendumbeddown
Ø Educated,‘working’womentoolackaknowledgeoftheworld;theirwholeendeavoristo??llate/cap?vate/gettheapprovalofthemale
Complicity
Womenacceptsubordina?onbecauseof:• Alackofalterna?ve• Resistancetobeingfu?le• Anin-builtcomfortzone• Nominalpowerbehindthethrone
Askyourself
• Istherereallynoalterna?ve?• Whyisresistancefu?leinamilieuofsomuchawareness?
• Hasmoney/fame,theoutcomeofcommercializa?onhasbecomenew‘comfortzone’?
• Whereisthechangeintheaztude?Iswomennowpowerbehindthethrone?
Glamour,glitzandmoneyofMedia-tedrepresenta?oncamouflagethere-entrenching
ofoldstereotypesandgenderroles
Twoeconomiesaretheleaders
FinancialEconomy• Massproduc?on/Globalconsumerbase/IT-BPOsector
• Capitalism/Materialis?caYrac?onhaskilledsocialvalues/moneyisnoteverythingisanoldidea
• Informa?oneconomyispartofit• Financialeconomywithanycommodity(products,news,ideas,etc.)
Twoeconomiesaretheleaders
CulturalEconomy• Massculture;globalvillage;popculture/entertainmenthasbecomeacommodity
• Glamourofwesternculturedrawnandclaimismadethat‘audience’wantsit
• Lifestyles,a;tude,aspira2onsareservedtothelargersec2onofsociety-i.e.middleclass
• Technologyhasfacilitatedreplica?onanddistribu?on
Mediareinforcesstereotypesthroughportrayalofhyper-masculinity&
hyper-femininity
• Hypermasculinityisapsychologicaltermfortheexaggera?onofmalestereotypicalbehavior,suchasanemphasisonphysicalstrength,aggression,andsexuality.
• Hyperfemininityisasociologicaltermdescribingtheexaggeratedadherencetoafemininegenderroleasitrelatestoheterosexualrela?onshipsandiden?tydevelopment.Hyperfemininewomenbelievethattheirsuccessinlifeisdeterminedbycrea?ngandmaintainingrela?onshipswithmen.
• Hyperrealityisaninabilityofconsciousnesstodis?nguishrealityfromasimula?onofreality,especiallyintechnologicallyadvancedpostmodernsocie?es.Whatisrealandwhatisfic?onareseamlesslyblendedtogethersothatthereisnocleardis?nc?onbetweenwhereoneendsandtheotherbegins.
Source:Wikipedia
Botheconomiesobjec2fywomen• Womenareplacedatthebaseofbotheconomies
• FinancialEconomy-CricketEconomy• CulturalEconomy-Beautycontest/cosme?cseconomy(fes?vals/karva-chauth)/popularsoapoperas
hYps://www.google.co.in/search?q=because+i%27m+worth+it&espv=2&biw=1152&bih=940&tbm=isch&imgil=372_NgPdc_sRrM%253A%253BmkCFXe07hkt1bM%253BhYp%25253A%25252F%25252Fwww.travelperspec?ve.co.uk%25252F2012%25252F07%25252F25%25252Fbecause-im-worth-it%25252F&source=iu&pf=m&fir=372_NgPdc_sRrM%253A%252CmkCFXe07hkt1bM%252C_&usg=__q8Yz7GDTAJqvO4T_9rzniTzHHtI%3D
References• KothandaramanB.(2010)“Media-?ng‘Patriarchy’”,in‘WomanasSpectatorandSpectacle’,ed.
BhavaniD.K.&VijayasreeC.• Representa?onofWomen’sIden?tyinBollywood”,Source:
hYp://shodhganga.inflibnet.ac.in/bitstream/10603/22634/10/10_chapter_4.pdf• Bagchi,Amitabha(1996),WomeninIndianCinema.Onlineat:
hYp://www.cs.jhu.edu/~bagchi/women.html• Sarkar,Srijita(2012),"AnanalysisofHindiwomen-centricfilmsinIndia”Electronicesesand
Disserta/ons.• TereS.Nidhi(2012),“Genderreflec?onsinmainstreamhindicinema”,GlobalMediaJournal–
IndianEdi?onVol.3/No.1• Ahmed,S.Akbar(1992).‘BombayFilms:TheCinemaasMetaphorforIndianSocietyandPoli?cs’.
ModernAsianStudies26,2(I992)• LauraMulvey(1988),‘VisualPleasureandNarra?veCinema’.InConstancePenley(ed),Feminism
andFilmTheory,NewYork:Routledge• TheCri?calMediaProject,onlineat:
www.cri?calmediaproject.org/cml/topicbackground/gender/femininity• Canada’sCentreforDigitalandMediaLiteracy,TrainingManualonGenderStereotypesandBody
Image,onlineat:hYp://mediasmarts.ca/lessonplan/gender-stereotypes-and-body-image-lesson• Sob?Sukri?(2013),“FromMachotoMetrosexual:ChangeinImageoftheHindiFilmHero”,online
at:hYp://literophile.org/?p=272
Thankyou!