Analysis of Gender Representation in Bengali Print Advertising During the Pandemic in Work from Home Situations

Construction of gender roles in advertisement has been a critical area of discussion and examination. Being an inextricable content of media advertisements reflect and underpin gendered notions about what it means to be a woman or a man and how they should behave in society. During the Covid-19 pand...

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Bibliographic Details
Published inIUP Journal of Organizational Behavior Vol. 22; no. 2; pp. 85 - 106
Main Author Chowdhury, Amrita Basu Roy
Format Journal Article
LanguageEnglish
Published Hyderabad IUP Publications 01.04.2023
Subjects
Advertisements
Advertising
Communication
Content analysis
COVID-19
Empowerment
Female employees
Gender
Gender differences
Men
Pandemics
Print advertising
Sex roles
Single persons
Social construction
Society
Trends
Women
Work at home
Bengal India
India
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Summary:Construction of gender roles in advertisement has been a critical area of discussion and examination. Being an inextricable content of media advertisements reflect and underpin gendered notions about what it means to be a woman or a man and how they should behave in society. During the Covid-19 pandemic too, the advertising industry, responded well to reflect these new challenges and trends in their communication. However, the advertising world failed to lay emphasis on the leadership trait of women. This paper intends to capture the gender representation in WFH situations due to the pandemic in Bengali print advertisements. It also attempts to trace whether the ads were able to portray the consequences, issues, and challenges women faced during the period. The paper seeks to achieve these objectives by focusing on the product advertisements published between March 2020 and March 2022 in Anandabazar Patrika, Ei Samay and Pratidin- the three leading Bengali dailies. The study employs a descriptive qualitative content analysis.