Subhas Singha Roy
Assistant Professor, Department of Political Science
P.O. Khujutipara, District- Birbhum,West Bengal, India
[Affiliated to University of Burdwan]
Email: email@example.com/ firstname.lastname@example.org “….the language of advertisements is more about the consumer than the object to be consumed.” Abstract: This is an attempt to understand the underlying logic of representing women in mainstream media especially in electronic advertisement. Women in the neo-liberal economy or in globalized economy get ample opportunity to promote and develop them as well as find a way to maintain livelihood. Lots of electronic media have come up in this neoliberal era. Before the initiation of economic reform policy, very few channels were operating. Government controlled Doordarshan occupying the centre stage. But the open market economy has boosted private players in diverse fields including entertainment areas. Thus electronic channels are vying with each other. On the other hand, private companies and enterprises start utilizing these media to promote their goods through advertisements. Women utilize this new opportunity. But this electronic media consciously promotes a certain category of women while avoiding others. This paper interrogates this discrimination of women in media. Keywords: globalization, marketization, advertisement, free market economy, women portrayal Introduction
Although there are lots of debate about the nature and form of globalization, but it is beyond doubt that globalization has left indelible impact upon the society. Profound changes are being perceived in economy, culture and politics. In economy private initiative and market values start dictating the terms. State or public enterprises are regarded as inefficient and causing enormous harm to the health of country‟s economy. Only the private initiative is the panacea. Open market economy and random privatization are the twin formula for the development. In the words of Andrew Heywood, “The central pillars of neo-liberalism are the market and the individual”. 1
The chief aim of neo-liberal
economy is to roll back the state in the belief that only market capitalism will deliver efficiency, growth and prosperity. State should relegate its economic responsibilities at the hands of private players. It should remain confined within the police activity i.e. maintaining law and order and foreign aggression. In the name of welfare state should not interfere into the economic sphere. The Public sector is vilified for its inefficiency and work culture while private sector is consciously glorified. Advocates of market economy argue that the market has capacity to negotiate and alter the parochial and primordial values. Competition is the mantra of this new economy. Hitherto under-utilized or unutilized potentiality will be optimally used; every part or segment of the society will enjoy equal
Heywood Andrew –Key Concepts in Politics2
opportunity to flourish. Multiple choices will be there to avail; individuals will have the liberty to pick up among them. Market not only promotes economic prosperity but individual freedom will also be promoted and protected. In this new circumstance individual will tap the new opportunity for their development. Economic, political and social democracy will be promoted. As a result individualistic culture or atmosphere is gaining ground. Competition and self promotion slowly capture the minds of people. Individualism and liberal values are getting stronger and stronger. “Significantly, the onset of liberalization has accompanied a concerted expression of the values of individualism and untrammeled self hood.”
Private initiative and self development are the foundational values of this era.
It is undeniable...