Emboldening and Contesting Gender and Skin Color Stereotypes in the Film Industry in India, 1947–1991

  title={Emboldening and Contesting Gender and Skin Color Stereotypes in the Film Industry in India, 1947–1991},
  author={Sudev J Sheth and Geoffrey Jones and Morgan Spencer},
  journal={Business History Review},
  pages={483 - 515}
This article examines how the film industry influenced prevailing gender and skin color stereotypes in India during the first four decades after Independence in 1947. It shows that Bollywood, the mainstream cinema in India, shared Hollywood's privileging of paler skin over darker skin, and its preference for presenting women in stereotypical ways lacking agency. The influence of film content was especially significant in India as audiences often lacked alternative sources of entertainment and… 



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