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October 3, 2025Journalism and MediaOpen Access

Recasting Gender Roles: A Study of Indian Television Commercials (2011–2020)

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Authors

HAHanane AkramAMAlicia Mason

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Overview

Quantitative content analysis reveals gender roles in Indian TVCs, indicating traditional norms persist.

Key Points

  • Findings reveal that men were primary characters in 54.6% of TVCs, showing a notable gender bias in representation.
  • Male voiceovers dominated at 70.1%, highlighting the continued preference for male perspectives in advertisements.
  • Women featured in home settings 66.7% of the time, indicating a stereotypical portrayal largely centered around domesticity.
  • The study underscores how recurring gender framings in TVCs may reinforce traditional norms within Indian media culture.

Cite This Study

Akram et al. (2025) studied this question.

synapsesocial.com/papers/68e034fdf0e39f13e7fa3658https://doi.org/10.3390/journalmedia6040166
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