The changing paradigm in gender constructed texts in media-a semiotic approach

In arguing on ‘The Politics of Truth’ Foucault put forward two significant, simple relative terms namely ‘truth’ and ‘power’ which are a base of hegemonic discourse. What society perceives as a truth is nothing but a power for the prevailing section. In modern world, the omnipresence of media presents multiple truths before us, yet signifying one, which would become a leading truth. The impact of media on culture is very potent and is all pervasive since three centuries. It is a major driving force in shaping societal structures and operations. In this course, media platforms create and endorse gender and gender norms through usage of powerful and striking images and messages, these in a way consciously or subconsciously are associated with the attributes of male or female characteristics. These gender codes shape the way in which society views gender and assists in determining as to what acceptable gender performance is. It is through media's reinforcement of gender stereotypes, codes, symbols and gender displays that shape the way in which society perceives and constructs genders. Mass media becomes a primary tool that introduces and encourages individuals (especially young individuals) to participate in a gendered world (Krijen et al, 169). Repeatedly, the roles of genders take a new shape conveniently to suit the aspirations of socio-political time frame of a period. Through this paper the researchers would like to explore the changing construct of the gender by media in current scenario. This is the era of feather touch technology, where everything around us is getting smarter so does the conceptual image of women in media advertisements. However, what we need to look at is whether it as smart in reality too? Or it is just an old wine in a new bottle? In this media super highway, creation of consent also takes place in smarter way. The politics of polished words and swanky images reinforcing the age-old gender image is interesting to study. We agree to the fact that media has potential to hegemonize the ideas, identities and roles. Daniel Chandler (Television and Gender Roles) states that television still perpetuates traditional gender stereotypes because it reflects dominant social values and attitudes in the society and reinforcement of such values is seen as ‘natural’. Thus, the ‘male gaze’, who objectifies & commodifies women is viewed ‘unmarked’ which is invisible and largely unquestioned bias. In this respect, researchers would like to present the perspective and ideas on construction of gender identities in Indian media more so, in advertisements where the semiotics of underlying images are more vocal than the verbal text.