Television has long been regarded as one of the most influential mediums of mass communication in India, serving as both a mirror and mould for societal values and gender norms. Despite the rapid proliferation of digital media platforms, television serials continue to dominate Indian households, particularly among female audiences. However, scholarly research consistently highlights how these serials reinforce traditional gender stereotypes by predominantly portraying women as submissive, emotionally driven, and confined to domestic spheres. This paper presents a comprehensive critical examination of female character representations in popular Indian television serials, analysing their socio-cultural implications through the lens of feminist media theory. Building on Laura Mulvey’s (1975) seminal concept of the “male gaze” and Goffman’s (1979) theory of gender performativity in media, the study interrogates the paradoxical nature of serials that ostensibly celebrate women while systematically perpetuating regressive gender norms. The research methodology incorporates textual analysis of prominent serials from different eras, audience reception studies, and comparative analysis of emerging digital narratives. The findings reveal persistent patriarchal storytelling patterns in mainstream television, though with notable exceptions in newer digital productions. The paper concludes with recommendations for more gender-sensitive media production practices and directions for future research.
Subodh Chinchole (Mon,) studied this question.