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Media Watch
Year : 2021, Volume : 12, Issue : 3
First page : ( 382) Last page : ( 399)
Print ISSN : 0976-0911. Online ISSN : 2249-8818.
Article DOI : 10.15655/mw/2021/v12i3/165211

It's About Me!: Un(dress)ing Hindi Celluloid Feminine Subjective I-dentity

Yashraj Vinayak1*, Tripathi Priyanka2

1National Institute of Fashion Technology Patna, India

2Indian Institute of Technology Patna, India

*Correspondence to: Vinayak Yashraj, Department of Fashion & Lifestyle Accessories, National Institute of Fashion Technology, Patna-800 005, India.

Online published on 19 October, 2021.


Contemporary women’s Hindi films play a critical role in constructing feminine subjective I-dentity by contesting discursive models rendering current feminism to be “it’s about me!”. Appropriation of this postfeminist framework builds upon the semiotic understanding of the process in which the reflective use of dress and dressing-up has been seminal in constructing self-oriented choices and corporeal practices. Therefore, dress leads to the possibility of exploring significant scope in disentangling the contentious post-feminist developments in emergent women’s Hindi films. With a locus on the post-feminist framework as posited by Rosalind Gill, Michele M Lazar, Angela McRobbie, and the nuanced semiotic scaffolding of use of dress as hypothesized by Roland Barthes, Malcolm Bernard, Joanne Entwistle, et al., this article examines select women’s Hindi films like Margarita With A Straw by Shonali Bose, Lipstick Under My Burkha by Alankrita Shrivastava and Aisha by Rajshree Ojha to forward embryonic post-feminist approaches.



Corporeal, Dress and dressing, Postfeminism, Subjective I-dentity, Women and Hindi film.


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