Nalanda Tambe & Nidhi Shendurnikar-Tere
The Maharaja Sayajirao University of Baroda
Over the years, female characters in popular soaps on Indian television have been portrayed regressively; as housewives engaged in domestic chores, as scheming experts playing kitchen politics or as sacrificial goddesses wanting to please their husband and family. The absence of dignified, real and ambitious working women in these soap operas successfully creates and reinforces misleading images of Indian women. It also deepens existing gender stereotypes that prevail in Indian society. Even as traditional realities are glamourized, the distortion of the working woman‟s image is apparent. The article examines popular serials and the portrayal of working women professionals in the light of television as a mass medium thriving on "infotainment".
Keywords: working women, television, gender stereotypes, Indian society, distortion, portrayal
Television soaps go Traditional
The advent o…