Empowered but endangered? An analysis of hegemonic womanhood in Indian gender advocacy campaigns

IF 1.8 Q3 PSYCHOLOGY, SOCIAL

Journal of Social and Political Psychology Pub Date : 2022-07-04 DOI:10.5964/jspp.5619

Keshia D'silva, Eemeli Hakoköngäs

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引用次数: 1

Abstract

This research examines digital gender advocacy campaigns in India during the 2010s. By employing thematic analysis and conceptual tools of the social representations theory into the analysis of 250 gender advocacy videos published on YouTube, we answer the following questions: a) How are dangers to women in India discussed in recent video campaigns? b) How is the topic objectified and anchored in multimodal narration? c) How is hegemonic womanhood constructed in the campaigns? The findings suggest that campaigns present two social representations of dangers with sexual harassment depicted as a danger for urban middle-class women and the issues of early marriage, lack of female education, and gender-biased sex selection as rural dangers. The primary solution suggested by the campaigns is to encourage women to actively claim their place in society, placing the main responsibility for changing the situation on women themselves. The secondary solution suggested is to encourage families to support girls and women. Thus, the analysis shows how social representations created by gender advocacy in India put responsibility on individuals and excuse social institutions from addressing inequality, while maintaining power relations and class disparities.

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有权力但有危险？印度性别倡导运动中的霸权女性分析

本研究考察了2010年代印度的数字性别倡导运动。通过运用社会表征理论的主题分析和概念工具对YouTube上发布的250个性别倡导视频进行分析，我们回答了以下问题:a)最近的视频活动如何讨论印度妇女面临的危险?b)在多模态叙事中，主题是如何被客观化和锚定的?c)女性霸权在竞选中是如何建构的?研究结果表明，运动呈现了两种危险的社会表现形式:性骚扰被描述为城市中产阶级妇女的危险，早婚、缺乏女性教育和性别偏见的性别选择问题被描述为农村的危险。这些运动建议的主要解决办法是鼓励妇女积极要求她们在社会中的地位，把改变这种状况的主要责任放在妇女自己身上。建议的第二个解决办法是鼓励家庭支持女孩和妇女。因此，分析显示了印度性别倡导所创造的社会代表是如何将责任推给个人，并为社会机构解决不平等提供借口，同时维持权力关系和阶级差距。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Social and Political Psychology Social Sciences-Sociology and Political Science

CiteScore

2.70

自引率

4.80%

发文量

审稿时长

40 weeks

期刊介绍： The Journal of Social and Political Psychology (JSPP) is a peer-reviewed open-access journal (without author fees), published online. It publishes articles at the intersection of social and political psychology that substantially advance the understanding of social problems, their reduction, and the promotion of social justice. It also welcomes work that focuses on socio-political issues from related fields of psychology (e.g., peace psychology, community psychology, cultural psychology, environmental psychology, media psychology, economic psychology) and encourages submissions with interdisciplinary perspectives. JSPP is comprehensive and integrative in its approach. It publishes high-quality work from different epistemological, methodological, theoretical, and cultural perspectives and from different regions across the globe. It provides a forum for innovation, questioning of assumptions, and controversy and debate. JSPP aims to give creative impetuses for academic scholarship and for applications in education, policymaking, professional practice, and advocacy and social action. It intends to transcend the methodological and meta-theoretical divisions and paradigm clashes that characterize the field of social and political psychology, and to counterbalance the current overreliance on the hypothetico-deductive model of science, quantitative methodology, and individualistic explanations by also publishing work following alternative traditions (e.g., qualitative and mixed-methods research, participatory action research, critical psychology, social representations, narrative, and discursive approaches). Because it is published online, JSPP can avoid a bias against research that requires more space to be presented adequately.