Commenting on the "Pink" and the "Blue"

WRITTEN BY- ADRIANA KASHYAP

(EDITED BY- ANANYA JULKA)

Same advertisement being targeted to men and women in different ways on social media

You must have heard comments like “boys don’t cry” or maybe “a girl should be mild and obedient” or maybe “girls love pink”. That is what gender stereotyping is. Yes, there’s a lot more to it than just these claims and assumptions. But the basic idea lies in the assumption that males and females have different preferences and roles in society to fulfil with the female taking on more “homely” roles involving her in domestic duties and caring for her children while males taking on the role of an “expert” or a “bread earner”. According to the Office of the High Commissioner for Human Rights (OHCHR), a gender stereotype "is a generalised view or preconception about attributes, or characteristics that are or ought to be possessed by women and men or the roles that are or should be performed by men and women"

This demarcation which was present since ancient times didn’t end with the advent of women in the workforce. Even today, with more and more women in the workforce, they are still largely expected to work in areas and professions like nursing, teaching, etc rather than technical roles or occupations with cutthroat competition . India has these stereotypes deeply entrenched in its societal structure. When looking at corporates, the data is extremely disappointing.  Despite all the talk around gender diversity and affirmative action, corporate India has failed to bring more women into leadership positions.

Out of 1,814 chief executives and MDs of NSE-listed companies, only 67, or 3.69% are women as of March 6, 2019, as per latest data from Prime Database. This shows that the percentage of women CEOs/MDs has remained almost stagnant since March 2014 when out of 1,249 CEOs/MDs, 40, or 3.2%, were women.

 {Source-

https://economictimes.indiatimes.com/news/company/corporate-trends/at-only-3-corporate-india-is-still-struggling-to-bring-women-to-the-top/articleshow/68589499.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst }

When looking at Indian families, the difference in treatment becomes quite obvious and overt. In many families, girls are not allowed to work or earn money, outside of their home. They are expected to stay at home assuming the role of a caregiver. Even if they are allowed to earn, the difference in the burden of domestic duties a couple takes up is often very disproportionate with the woman doing most of the domestic work.

This can also be seen in advertisements with most domestic products being marketed to the “woman” as can see be seen-

 

 

While the “man” assuming the role of an “expert”-

 

 

This is also evident in the ways males and females are expected to behave in the society with desirable traits being totally opposite for the two genders.

While boys are always expected to be physically strong and stoic, girls are expected to be more nurturing and responsible from an early age.

 While we battle expectations with the two genders, we as a society cannot even think of expectations for the gender spectrum including intersex or people identifying as gender neutral. They are shunned, marginalised and treated as anomalies in a society which conforms to a fixed “normal”.

Gender stereotypes are so ingrained in us we don’t even realise we tend to encourage them when we say statements like-

“you throw like a girl”

“you are so sensitive, don’t be such a girl”

“girls shouldn’t sit like that, it is inappropriate”

But, looking at this being prevalent in every part of the world, we doubt if it does make some sense. In my opinion based on what I have learnt so far, there is significant difference between the genders, but the differences overlap quite a lot and the differences within the two groups are more pronounced then the difference between two the groups. Thus, categorising and assuming qualities based on gender is unacceptable, limiting and degrading.

But things are changing for the better. Popular culture is changing with many ads and shows challenging gender norms. One example being an Indian show called  ”Mrs. Tendulkar” which depicts the story of a “househusband” and his working wife.

 

 

Mrs. Tendulkar aired on SAB TV in 2011

                                 

Ki and Ka - a 2016 film challenging gender stereotypes

                                                    

Changing role of women in ads to more active and inspiring

We may have a long and rocky road ahead but all we can do for now is recognise our inner biases and work towards being more tolerant for the advancement of our society at large.

What do you feel about gender roles and stereotypes? Do let us know…