{"id":102900,"date":"2021-04-22T17:27:57","date_gmt":"2021-04-22T11:57:57","guid":{"rendered":"https:\/\/blog.forumias.com\/?p=102900"},"modified":"2021-04-22T19:19:51","modified_gmt":"2021-04-22T13:49:51","slug":"indian-ads-increase-gender-stereotypes-shows-study","status":"publish","type":"post","link":"https:\/\/forumias.com\/blog\/indian-ads-increase-gender-stereotypes-shows-study\/","title":{"rendered":"Indian Ads Increase Gender Stereotypes, Shows Study"},"content":{"rendered":"\n<h5>What is the News?<\/h5>\n<p>UNICEF and the Geena Davis Institute on Gender in Media(GDI) have released a study titled \u201cGender bias and inclusion in advertising in India\u201d.<\/p>\n<h5><strong>About the study:<\/strong><\/h5>\n<ul>\n<li><strong>Purpose<\/strong>: The study measures the level and type of gender stereotyping found in Indian advertisements on TV and YouTube. For this purpose, over 1,000 most viewed advertisements were analyzed in 2019.<\/li>\n<li><strong>The study found that female representation in Indian ads<\/strong> still depicts colorism, hypersexualization, and also women without careers or aspirations outside the home.<\/li>\n<\/ul>\n<h5><strong>Key Findings of the study:<\/strong><\/h5>\n<ul>\n<li><strong>Women in ads <\/strong>dominate the screen and speaking time with 59.7% and 56.3% of female representation respectively. This is above the global average of 44% and 39%<\/li>\n<li><strong>Female-dominated activities in ads <\/strong>include roles of shopping, cleaning, and preparing meals.<\/li>\n<li><strong>Male-dominated activities in these ads <\/strong>include them being in an office, outdoors, or at a sporting event<\/li>\n<li><strong>A greater percentage of female characters<\/strong> are depicted as married, than male characters (11% compared with 8.8%).<\/li>\n<li><strong>Female characters are thrice as likely <\/strong>to be shown as caretakers or a parent than male characters (18.7% to 5.9%).<\/li>\n<li><strong>Male characters <\/strong>are more likely to be shown making decisions about their future than female characters (7.3% compared with 4.8%),<\/li>\n<li><strong>Lower Income Class: <\/strong>Characters of a lower-income class are underrepresented. Only 6.4% of the ads show people from that class. The Middle-class is most prominent with 51.3% representation.<\/li>\n<li><strong>Sexualisation: <\/strong>Female characters are 6 times more likely to be in revealing clothing than men (11.2% to 1.7%). They are 5 times more likely to be sexually objectified (4.7% compared to 0.9%).<\/li>\n<li><strong>Intelligence<\/strong>: Male characters are more likely to be shown as smart, than female characters (32.2% compared to 26.2%).<\/li>\n<li><strong>Skin Tone: <\/strong>Two-thirds of female characters (66.9%) in Indian ads have light or medium-light skin tones \u2014 a higher percentage than male characters (52.1%).<\/li>\n<\/ul>\n<p><strong>Source: <\/strong><a href=\"https:\/\/epaper.thehindu.com\/Home\/MShareArticle?OrgId=G8B8GOR8P.1&amp;imageview=0\"><strong>The Hindu<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the News? UNICEF and the Geena Davis Institute on Gender in Media(GDI) have released a study titled \u201cGender bias and inclusion in advertising in India\u201d. About the study: Purpose: The study measures the level and type of gender stereotyping found in Indian advertisements on TV and YouTube. For this purpose, over 1,000 most&hellip; <a class=\"more-link\" href=\"https:\/\/forumias.com\/blog\/indian-ads-increase-gender-stereotypes-shows-study\/\">Continue reading <span class=\"screen-reader-text\">Indian Ads Increase Gender Stereotypes, Shows Study<\/span><\/a><\/p>\n","protected":false},"author":10317,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"footnotes":""},"categories":[1566,164,1305,7965,9],"tags":[1420,1396],"class_list":["post-102900","post","type-post","status-publish","format-standard","hentry","category-daily-factly-articles","category-international-relations-daily-factly-articles","category-index-reports-bodies","category-miscellaneous-daily-factly-articles","category-public","tag-ir_3","tag-soc_5","entry"],"jetpack_featured_media_url":"","views":{"total":0,"cached_at":"","cached_date":1704701876},"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/posts\/102900","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/users\/10317"}],"replies":[{"embeddable":true,"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/comments?post=102900"}],"version-history":[{"count":0,"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/posts\/102900\/revisions"}],"wp:attachment":[{"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/media?parent=102900"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/categories?post=102900"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/forumias.com\/blog\/wp-json\/wp\/v2\/tags?post=102900"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}