Research Proposal
School of Journalism and Mass Communication
K. R. MANGALAM UNIVERSITY GURUGRAM-122003
Submitted to Course: M.A. (JMC) 3rd Semester
Name: Dr. Susan Koshy Subject: Research Techniques lab
Assistant Professor
Course: MA(JMC) Batch: 2023-25
Title: Media Shapes Youth Perspectives on Women Empowerment: A Content Analysis of
Advertisements Across Key Industries in India
Shrishti, MAJMC, 3rd Semester (230967009)
Tushar, MAJMC, 3rd Semester (23096700011)
Love, MAJMC, 3rd Semester (2309670008)
Abstract
This research explores how media advertisements influence youth perceptions of women
empowerment in India. The study analyzes advertisements from five industries—beauty (Glow &
Lovely), education (BITS Pilani), household products (Surf Excel/Tide), technology (iPhone), and
lifestyle/entertainment (Sofy/Whisper and Goibibo). Using qualitative content analysis, this study
identifies the themes, roles, and symbols associated with women empowerment. The findings aim
to offer insights into the effectiveness of media portrayals in empowering youth narratives and
promoting gender equality.
Introduction
Media serves as a powerful tool to shape societal perceptions, particularly concerning gender
roles. Advertisements, being pervasive, influence public consciousness and shape attitudes toward
women. While some ads challenge traditional gender norms, others reinforce stereotypes.
The youth, being highly impressionable, are greatly impacted by media narratives. With rising calls
for gender equality, it becomes crucial to examine how different industries depict women in
empowering or limiting ways. This study investigates the portrayal of women in selected
advertisements and their potential impact on shaping youth perspectives on women
empowerment.
II. Objectives
1. To analyze the portrayal of women empowerment in advertisements from five key
industries.
2. To identify recurring themes, roles, and symbolic representations across ads.
3. To assess the potential influence of these portrayals on youth perceptions in India.
III. Research Questions
1. How do advertisements portray women empowerment across industries?
2. What are the recurring themes, roles, and symbols associated with women in these ads?
3. Are these portrayals consistent across industries, or do they differ significantly?
4. How might these portrayals influence youth perceptions of women empowerment?
IV. Scope
This research examines advertisements from diverse industries:
1. Beauty Industry: Glow & Lovely ad emphasizing self-confidence and empowerment
through physical transformation.
2. Education Industry: BITS Pilani ad showcasing academic excellence and breaking barriers in
STEM.
3. Household Products: Surf Excel/Tide ads, one reinforcing caregiving roles and another
promoting equality in domestic tasks.
4. Technology Industry: iPhone ad highlighting women as professionals and creators.
5. Lifestyle and Entertainment: Sofy/Whisper ad challenging menstrual taboos and Goibibo
ad celebrating solo female travel.
This study is significant as it provides insights into how media narratives either challenge or
perpetuate societal norms, thereby influencing youth attitudes toward gender roles and
empowerment.
V. Literature Review
Research on media representations of women highlights two key trends:
1. Gender Stereotypes: The Portrayal of Women in the Media and Feminist Movements (S.
Saraswathi, 2018).
2. Gender Stereotypes: Traditional media often portrays women in caregiving or dependent
roles, reinforcing patriarchal norms (Kaur & Sharma, 2021).
3. Empowerment Narratives: Certain industries, such as technology and education,
increasingly depict women as leaders, innovators, and change-makers (Nayar, 2020).
Indian youth are particularly influenced by these portrayals due to their increasing exposure to
digital and television media (Roy, 2022). However, research addressing cross-industry comparisons
of empowerment narratives remains limited, creating a gap this study seeks to fill.
VI. Research Methodology
A. Research Design
This study adopts a qualitative content analysis approach to examine visual, verbal, and symbolic
elements in advertisements. The design is exploratory, aimed at identifying patterns and themes
across industries.
B. Data Collection
Sample Size: 10 advertisements (2 from each industry).
Sources: TV commercials.
Criteria: Popularity, accessibility, and relevance to women empowerment.
C. Analytical Framework
1. Themes:
o Empowerment (e.g., confidence, independence).
o Traditional Roles (e.g., homemaker, caregiver).
o Neutral (neither empowering nor traditional).
2. Roles:
o Homemaker
o Professional
o Academic Achiever
o Active Individual (e.g., traveller, athlete).
3. Body Language and Setting:
o Confident, assertive vs. submissive.
o Domestic, professional, or outdoor settings.
4. Symbols:
o Props, colours, and costumes reflecting empowerment or traditional roles.
D. Thematic Analysis
Themes and patterns across industries will be identified and compared to assess variations in
empowerment narratives.
VII. Ethical Considerations
1. All data will be sourced from publicly available advertisements.
2. The findings will be used solely for academic purposes.
3. The study will aim to promote gender-equitable narratives in media.
VIII. Expected Outcomes
1. Identification of recurring patterns and symbols of empowerment in ads.
2. Insights into how traditional and modern industries differ in their portrayal of women.
3. Recommendations for creating more inclusive and empowering media narratives.
X. References
Kaur, R., & Sharma, A. (2021). Gender stereotyping in Indian advertisements: An exploratory
analysis. Journal of Media Studies, 15(2), 45–59.
Nayar, M. (2020). Shifting narratives: Women and media d in India. International Journal of
Communication Studies, 12(1), 33–47.
Roy, S. (2022). Impact of media on youth perceptions: A study of Indian advertisements. Asian
Journal of Communication, 18(3), 110–125.
S. Saraswathi, (2018 The Portrayal of women in the media and feminist movements, 2018 IJCRT |
Volume 6, Issue 4 December 2018
