Topics Covered: Women related issues.
Gender bias and inclusion in advertising in India:
Context:
“Gender bias and inclusion in advertising in India” is a study released recently by UNICEF and the Geena Davis Institute on Gender in Media.
- The research measures over 1,000 television and YouTube advertisements aired across India in 2019. The ads analysed were those that received the most reach.
Key findings (Have a brief overview):
- While they are superior to global benchmarks insofar as girls and women have parity of representation in terms of screen and speaking time, their portrayal is problematic as they further gender stereotypes.
- They are more likely than male characters to be shown as married, less likely to be shown in paid occupation, and more likely to be depicted as caretakers and parents.
- Female characters are more likely to be shown doing the following activities than male characters — shopping (4.1% compared with 2.3%); cleaning (4.8% as against 2.2%); and being involved in the purchase or preparation of meals (5.4% against 3.9%).
- For characters where intelligence is part of their character in the ad, male characters are more likely to be shown as smart than female characters (32.2% compared to 26.2%).
- Two-thirds of female characters (66.9%) in Indian ads have light or medium-light skin tones. Female characters are also invariably thin.
What’s the issue and concern?
While we do see female representation dominate in Indian ads, they are still marginalised by colorism, hypersexualisation, and without careers or aspirations outside of the home.
Misrepresentation and harmful stereotypes of women in advertising have a significant impact on women — and young girls — and how they view themselves and their value to society.
- The stark inequality must be addressed to ensure an equitable society.
InstaLinks:
Prelims Link:
- About UNICEF.
- Its functions and members.
- Highlights of the report.
Mains Link:
Misrepresentation and harmful stereotypes of women in advertising have a significant impact on women and young girls. Comment.
Sources: the Hindu.
