ABSTRACT: Advertisements play a key role in shaping perceptions of gender identity, which are influenced by biological traits and cultural beliefs. In India, practices like arranged marriages have historically defined gender roles, but younger generations are increasingly challenging these norms, especially through dating apps. This study examines how dating app advertisements address gender dynamics and societal challenges in India. By applying Barthes’ Semiotic theory, we analyzed a popular Bumble ad. The findings reveal how the ad promotes female agency, subverts gender norms, and portrays men as emotionally expressive. By blending modern technology with family values, the ad presents dating as empowering and respectful, challenging rigid societal norms. The study promotes inclusivity and shows how ads reshape gender narratives, and offers insights for creating socially responsible campaigns.
Akanksha et al. (Fri,) studied this question.
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