Journal of Mass Communication & Journalism

Chetna Bhatia

Publications

• Research Article
  The Sun and Satellite: A Study of Gender Relations in Television Advertisements and its Relationship to the Position of Women in Indian Households
  Author(s): Chetna Bhatia and Madhu Deep SinghChetna Bhatia and Madhu Deep Singh
  
  While the contemporary Indian feminists are busy in on-street protests and campaigns regarding woman’s mobility, what is going on inside the Indian households assumes more importance due to its major role in shaping the attitudes and outlook of men and women participating in such events. Advertisements, in a globalized India, act as a major platform for selling the products of MNC’s. The brain surgeons sitting in ad agencies position various products by targeting Indian families and portraying images of their values, patterns of relationship and space shared by the members. And television being a living room mass medium with high reach multiplies its scope of touching different aspects of personal and public life of the families. Gender relations are one of them. Previous studies in this field have been confined to sex roles, stereotypes and portrayal of women as a mother,.. Read More»
  DOI: 10.4172/2165-7912.1000324

  Abstract PDF