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In India’s diverse, multi-cultural, multi-lingual landscape, General Entertainment Channels (GEC) offering a multitude of programming content are an important medium for the representation of India’s collectivist culture, traditions and value systems (Grewal same is not true for male portrayals. Men who watch these TV serials believe that on-screen men should be closer to real life and creators should present humanized avatars of Indian men. The study assumes significance since visual representations contribute to shaping, reinforcing and challenging ideas about gender norms, roles and expectations in the Indian socio-political landscape where TV remains a mass medium with extraordinary and unprecedented influence as well as reach.
Madaiyar et al. (Wed,) studied this question.