Abstract Drawing on Stuart Hall’s (2013) theory of representation and stereotyping, this study critically examines how meaning is encoded in Indian advertisements and how these portrayals reflect broader ideological negotiations around gender identity. The media landscape has undergone a notable transformation in its representation of gender identities, shifting from predominantly heteronormative portrayals to the inclusion of diverse gender narratives, particularly transgender experiences. This evolution is especially evident in advertising, where brands utilise media’s expansive reach to integrate transgender representation. While such portrayals have sparked public discourse, reactions are divided; some celebrate the enhanced visibility of transgender individuals, while others question the authenticity and underlying intentions of these depictions. Within India’s historically stratified gender framework, the evolving conceptions of gender identity signify critical redefinitions. However, these representations often remain shaped by heteronormative perspectives, which can constrain their transformative potential. This qualitative analysis of select Indian advertisements featuring transgender women, including those by Ralco Tyres, Brooke Bond, Prega News, and Pathkind Labs, deconstructs reductive narratives and interrogates the stabilisation of reductive meanings, ultimately advocating for more inclusive and authentic portrayals of transgender individuals in Indian media.
Mathew et al. (Thu,) studied this question.