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

@article{Sheth2021EmboldeningAC,
  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},
  year={2021},
  volume={95},
  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… 

References

SHOWING 1-10 OF 77 REFERENCES

Bearing Witness: Rape, Female Resistance, Male Authority and the Problems of Gender Representation in Popular Indian Cinema

Indian cinema in its preoccupation with rape shows a parallel between feminist resistance and nationalist resistance. While Mirch Masala (1985), set in pre-Independence rural India, is able to draw

Black Male Frames: African Americans in a Century of Hollywood Cinema, 1903-2003

Black Male Frames charts the development and shifting popularity of two stereotypes of black masculinity in popular American film: "the shaman" and "thescoundrel." Starting with colonial times,

BOLLYWOOD'S INDIA: HINDI CINEMA AS A GUIDE TO MODERN INDIA

TLDR
It is propounded that Bollywood cinema, the modern Indian cinema based in Mumbai (Bombay) is a better guide to the realities of modern India than other, more scholarly works.

Fair and anxious: on mimicry and skin-lightening in India

Skin-lightening or ‘fairness’ creams – with their troubling colonial overtones – are big business in India, an over $200 million industry that comprises the largest segment of the country's skin

From Reverence to Rape: The Treatment of Women in the Movies

For this edition of her classic study of the feminine role in film, Molly Haskell has written a new chapter addressing recent developments in the appearance and perception of women in the movies. "An

“Regional” Cinema or Products of Bricolage ? An Introduction to Malayalam Studio Film of the Early 1950s

This article offers an overview of the exhibition and distribution sectors in Kerala between the late 1920s and the 1940s, and the economic and cultural considerations behind the initiatives to set

Argo and Zero Dark Thirty: Film, Government, and Audiences

ABSTRACT With the prevalence and accessibility of film today, we must wonder how film affects its audience. In particular, how does film influence an audience’s perceptions of the government?

Visual Pleasure and Narrative Cinema

This paper intends to use psychoanalysis to discover where and how the fascination of film is reinforced by pre-existing patterns of fascination already at work within the individual subject and the

Seduction, Speeches and Lullaby-Gender and Cultural Identity in a Tamil Film

Seduction, Speeches and Lullaby Gender and Cultural Identity in a Tamil Film After its formation as a separate party in 1949 the DMK in Tamil Nadu used the cinema effectively to project its

Clearing Sacred Ground: Women-Centered Interpretations of the Indian Epics

This article examines a few appropriations of the main women characters in the Indian epics, the Ramayana and the Mahabharata, by ordinary women in their folk songs, as well as by women writers and
...