In a world where mass media forms an essential source of information for most people, depictions of different gender roles shape public opinion.
Axis Bank launched a commercial on 2nd November 2021 on the auspicious occasion of Diwali. This campaign was meant to make people aware of how the Covid-19 situation has adversely affected small business owners. They try to discourage the viewers from bargaining for small amounts of money.
While the advertisement conveys a great message, it has been noticed that they did not mention a single instance where the shop is owned by a woman. Surveys shows, that business that is run by women are more likely to shut down as compared to men; [World Bank Report].
Considering the current social scenario, it is important to focus on both men and women who own small businesses or shops to help uplift their situation.
Most advertisements do not focus on the gender issue that is very crucial in present-day society. Like the Diwali ad launched by HP has a limited number of female characters with almost negligible roles.
And even if they do, they fail to depict the changes correctly. In an advertisement launched by the PNB Housing facilities, the depiction of a family sketch seems very mundane.
Family structures are changing in today’s world. Different forms of the family are emerging in modern society. These changes in the family structure need to be promoted more and more for them to be normalized.
The mass media can be a reliable source for bringing about this change as it can reach out to a large number of people.
Moreover, the depiction of the conventional family structures is also problematic as it upholds the age-old gender role stereotypes that exist even in today’s society. In the advertisement launched by OkCredit, the stereotypical family structure is shown in the most convenient way possible. The husband is the sole earning member of the family while his wife seems to be very demanding.
However, there are some instances where gender stereotypes have been loosened to a great extent. For example- the advertisement launched by Vi shows the changes beautifully. It shows how a man is trying to learn to make a rangoli. Decorating the house for festivals is often seen as a women-centric job.
But watching a man trying to learn this brings a fresh new perspective. Boys and girls are socialized in different ways from a very young age. Girls are discouraged by their families to be submissive and polite.
However, in the Diwali ad launched by Spice Money, a girl is shown as being inquisitive about the process of digital transaction of money. Her family not only answers all her questions patiently by also encourages her outspoken nature. This shows how parenting is changing over the years.
Even though the scenario is gradually changing, complete change will take some time. Different mass media platforms have the power to make this happen and they should use this power wisely.
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