Redefining gender stereotypes in Indian English TV advertising
The aim of this study was to examine glocalization in Hinglish TV commercials, specifically those that break and redefine gender stereotypes. It examines how Hindi and English in these commercials modulate sociocultural identities, representing Hindi as old and English as new. Two questions which ar...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2022
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/161597 |
| _version_ | 1826111906923937792 |
|---|---|
| author | Kathpalia, Sujata S. |
| author2 | School of Humanities |
| author_facet | School of Humanities Kathpalia, Sujata S. |
| author_sort | Kathpalia, Sujata S. |
| collection | NTU |
| description | The aim of this study was to examine glocalization in Hinglish TV commercials, specifically those that break and redefine gender stereotypes. It examines how Hindi and English in these commercials modulate sociocultural identities, representing Hindi as old and English as new. Two questions which are addressed in this article are whether Hinglish reflects the hybrid culture of the new urban Indian, and whether there is an emergence of new modern values associated with liberalism in place of the older traditional values of family, marriage and propriety. |
| first_indexed | 2024-10-01T02:58:12Z |
| format | Journal Article |
| id | ntu-10356/161597 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T02:58:12Z |
| publishDate | 2022 |
| record_format | dspace |
| spelling | ntu-10356/1615972022-09-09T06:15:11Z Redefining gender stereotypes in Indian English TV advertising Kathpalia, Sujata S. School of Humanities Humanities::Language Sex-Role Portrayals Issues The aim of this study was to examine glocalization in Hinglish TV commercials, specifically those that break and redefine gender stereotypes. It examines how Hindi and English in these commercials modulate sociocultural identities, representing Hindi as old and English as new. Two questions which are addressed in this article are whether Hinglish reflects the hybrid culture of the new urban Indian, and whether there is an emergence of new modern values associated with liberalism in place of the older traditional values of family, marriage and propriety. 2022-09-09T06:15:11Z 2022-09-09T06:15:11Z 2019 Journal Article Kathpalia, S. S. (2019). Redefining gender stereotypes in Indian English TV advertising. World Englishes, 38(3), 486-499. https://dx.doi.org/10.1111/weng.12425 0883-2919 https://hdl.handle.net/10356/161597 10.1111/weng.12425 2-s2.0-85080991954 3 38 486 499 en World Englishes © 2019 John Wiley & Sons Ltd. All rights reserved. |
| spellingShingle | Humanities::Language Sex-Role Portrayals Issues Kathpalia, Sujata S. Redefining gender stereotypes in Indian English TV advertising |
| title | Redefining gender stereotypes in Indian English TV advertising |
| title_full | Redefining gender stereotypes in Indian English TV advertising |
| title_fullStr | Redefining gender stereotypes in Indian English TV advertising |
| title_full_unstemmed | Redefining gender stereotypes in Indian English TV advertising |
| title_short | Redefining gender stereotypes in Indian English TV advertising |
| title_sort | redefining gender stereotypes in indian english tv advertising |
| topic | Humanities::Language Sex-Role Portrayals Issues |
| url | https://hdl.handle.net/10356/161597 |
| work_keys_str_mv | AT kathpaliasujatas redefininggenderstereotypesinindianenglishtvadvertising |