Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Lingua : Journal of Linguistics and Language
Mathew , Raisun
Unknown Affiliation
Languange, Linguistic, Communication & Media

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Sexism Representation “Train her to be an Ideal Housewife” Ads: Sara Mills Theory Supriyono, Nanda Meg Ryan Puspitasari; Mathew , Raisun
Lingua : Journal of Linguistics and Language Vol. 2 No. 1 (2024): March 2024
Publisher : Indonesian Scientific Publication

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61978/lingua.v2i1.455

Abstract

This study examines linguistic sexism and the portrayal of women in Indian advertising media. It aims to highlight how advertisements reinforce gender stereotypes and contribute to societal inequality. The research employs a qualitative approach with descriptive analysis, using Sara Mills' discourse-level analysis theory from Feminist Stylistics (1995) as the analytical framework. The analysis identifies indirect sexism and the objectification of women in advertising. Women are frequently depicted as housewives rather than independent individuals with career aspirations. These portrayals reinforce traditional gender roles, limiting women's representation in diverse professional and social spheres. The study concludes that gender equality remains unachieved in Indian advertising media, as women continue to be stereotyped and confined to domestic roles. The persistence of these portrayals reflects deep-rooted societal biases that restrict women’s opportunities. By shedding light on gender bias in advertising, this study emphasizes the need for more inclusive and equitable media representations. Addressing these stereotypes can contribute to social change and the promotion of gender equality in India.
Co-Authors Supriyono, Nanda Meg Ryan Puspitasari