Gender and Popular Visual Culture in India: 'Benevolent' Sexism and Disguised Discrimination

The book explores how male-mindedness has adapted to changing-contemporary circumstances to become more covert and conspiratorial, and how patriarchy has adapted to become more benevolent in an increasingly hostile environment. It highlights the duality of media platforms, which are a critical tool associated with fourth-wave feminism but still remain a deterrent to the development of women engendering inherent and age-old patriarchal notions.

Format: Hardback
Length: 196 pages
Publication date: 03 November 2023
Publisher: Taylor & Francis Ltd

The prevalence of male-mindedness has evolved to become more covert and conspiratorial in response to changing contemporary circumstances. In the past, explicit sexist suggestions in Indian media, such as objectification and subordination, were more prevalent. However, in the era of online social media and vocal feminism, such openness to unfairness against women in the media is often met with strife and unpalatable backlash. As a result, patriarchy has adapted to become more benevolent in an increasingly hostile environment. To identify subtle and stealthy forms of sexism embedded in media content, a reconfigured understanding of contemporary feminist issues and a refined ability to isolate and identify discriminatory depictions are necessary.

This book aims to expose redefined and hidden sexism that permeates the popular visual culture of India, particularly focusing on mass and new media representations that play a significant role in shaping it. It characterizes contemporary feminist movements and provides a comprehensive exploration of sexism and feminism in India through a collection of contemporary case studies encompassing various communication media, including print, cinema, television, web series, and social media.

There is a scarcity of book titles that specifically study media sexism in the present times, making this proposed book particularly valuable. It seeks to explore an unexplored area that holds social and scholarly significance. By highlighting the duality of media platforms, the book recognizes that while media can be a critical tool in the fight against sexism, it also remains a hindrance to the development of women, perpetuating inherent biases and discrimination.

In conclusion, this book offers a comprehensive examination of media sexism in India, shedding light on the evolving nature of sexism and its impact on contemporary society. It provides valuable insights into the challenges faced by women in the media and highlights the need for continued efforts to promote gender equality and fairness in all forms of communication.

Weight: 560g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032561448