Monsoon Digital Media Essay

Impact of Women’s Portrayal in Punjabi Digital Media: Idealism & Realism

Rinny Rebecca

Lovely Professional University

Contact Number: 8288932790

Email: [e-mail]

ABSTRACT

In the rearview of feministic issues, digital media, with the advent and hype of internet has up-surfaced with major effects. Portrayal of women in e-magazines, advertisements, movies, music videos, social posts over facebook and other socializing websites in the recent times has initiated a wide array of impact along with much criticism.

In this research paper I segment it down to focus on the digital media in Punjab, how its improper rooting causes rise in social evils, the status of women, the ironic divide of ideal culture v/s real culture and the immature

KEYWORDS: Digital Media, Women, Culture.

INTRODUCTION:

The internet took over the world by a storm and rekindled the flames of media to another level. With digitization of media having its influence of west, since it is stemmed from the west, its repercussions on Indian grounds are felt in varied ways. Firstly, to understand that the penetration of digital media in India, we can say it isn’t ready for it since its other media outlets such as print media itself is flawed beyond repair, that if digital media takes over an unready plain, the impacts would be negative than any positive and this is true when talking in terms of Punjab and more confined to women.

Secondly, since media in India works on no bell and brake principle (in reference to other media outlets majorly the print media) the digital media is more on a experimental mode.

The ‘Ideal’ Culture V/s ‘Real’

If we are to talk of the digital media that sells in Punjab it’s more of the music videos, and let’s not leave behind the movies (easily available over internet) and the advertisements which loom about in between the gaps.

The music lyrics by and large talk about how sultry a woman is, or how women could easily be put a price tag on, or how an ideal woman would be like. Foremost the western influence of “RAP” ie Rhythm and Poetry has taken over as a tide. Another depiction of women here is of its idealism again a hegemonic influence, women by and large modern, in real Punjab is known for its tradition, when these two the ideal culture and the traditional culture breeds a new variety, the impact generated is that of an image of women who wears modern clothes but goes nothing beyond it. Beauty without brains is appreciated; clearly the educational and western mindset of women’s role in development is ignored. The video itself gives a witness to this. Woman’s persona is commodified, in similar lines to advertisements. Not to forget the “Fair & Lovely” rather fair is lovely, how racist ideology