Pune, 28th January 2025: Stereotypes are preconceived notions about social groups based on the qualities or attributes that people think they have in common. They often function as schemas for organizing, interpreting, and recalling information. People who use these schemas to categorize people based on their group membership are termed “cognitive misers”, which is the tendency to use mental shortcuts to solve problems with minimal cognitive thinking. Therefore, one of the main reasons people tend to form stereotypes and rely on them is because doing so can save their time and energy.

Understanding Gender Stereotyping

Gender Stereotyping is stereotypes concerning the traits possessed by females and males that distinguish the two genders from each other. “Gender-based stereotypes often reflect the primary importance we attach to task performance when judging men and to social relationships when considering women” (Ellemers, 2017). These stereotypes can be positive and negative for both men and women. For instance, women are often stereotyped as polite, calm, and kind but also seen as weak, dependent, and overly emotional. Similarly, men are stereotyped as stable, competent, and accomplished but also viewed as aggressive, insensitive, and arrogant.

Gender Stereotyping in Indian Soap Operas

Stereotyping, especially gender stereotyping, is highly prevalent in media often influencing its viewers into perceiving certain groups of people based on what it shows. Television has been a popular form of media consumption for Indian audiences for ages, with Indian Soap operas being the most loved genre in an Indian household. They entertain and captivate their audiences’ attention, constantly reflecting and reinforcing cultural norms and expectations (Sharda, 2014).

“Ideally, women are portrayed as obedient daughters, understanding sisters, sanskari bahus, and idealistic wives who are often quiet, vulnerable, dependent and submissive” (Kumar, 2020). Most TV serials portray idealistic bahu as someone who has to cover her head with a veil, is overly dressed in blingy ethnic outfits, and is adorned with jewelry first thing in the morning. Additionally, she is often seen taking care of the entire family, cooking and serving them food first before attending to her own needs. Moreover, many TV serials show women being “discouraged” or “restricted” from working after marriage. These shows glorify how men should be the breadwinners of the family, while the women’s job is to be a housewife who looks after the family, instead of making a life for themselves independently. Many TV shows also depict the “Saas-Bahu” drama, where the saas (mother-in-law) is often shown as an authoritative, controlling, and traditional figure that prioritizes the family’s cultural values, while the bahu ( daughter-in-law) tries to balance fulfilling these expectations and finding her voice. Women are often portrayed as not supporting each other in these shows, with constant arguments and tension between them.

Relevance to the Audience

Stereotyping women characters is often generalized through these soap operas in the media since this is how our patriarchal society perceives and accepts women to behave. “These portrayals become deeply ingrained in the minds of the viewers to the extent that they hold these perceptions to be the true reflections of reality.” (Ahmed, 2012). The article “Women in Indian Television Serials: Issues of Character, Representation and Acceptance” by Dr Jayati Kumar, talks about the effect of gender stereotyping in soap operas on Indian audiences, especially women. Kumar says that serials in general predominantly have women audiences and describes how the traditional roles reinforced in these serials appeal to them. Since “exposure to stereotyping representations appears to strengthen beliefs in gender stereotypes and endorsement of gender role norms” (Santoniccolo et al., 2023), they intentionally tailor the content of their shows to resonate with the female audiences and influence their perception and expectations of gender roles in real life. She also quotes Buerkle-Rothfuss and Maryes who argue that “There is a significant connection between what audiences watch on soap operas and their beliefs about reality. Over time, viewers’ ideas of what is “normal” in real life might be shaped by the frequent portrayal of certain stereotypes and occurrences, blurring the line between fiction and reality” (Ahmed, 2012).

Women audiences often end up relating their identities and lives to the stereotypical characters portrayed in the soap operas they watch. (Ahmed, 2012) This happens because through these serials women identify familiar cultural and societal dynamics, portraying characters and situations that reflect their personal experiences. The portrayal of the stereotypical character or the family dynamics shown closely aligns with the challenges and issues faced by most of the women audiences in real life. As a result, they end up viewing themselves as these characters, which reinforces existing gender standards, altering their values and goals. This holds true, especially for women audiences from rural areas or those belonging to the lower class since they have limited exposure to the outside world, alternative perspectives, and education. The article talks about this, highlighting the fact that for “women who live in rural areas, TV serials are the first opportunity they have probably seen females with lives beyond kitchens and their homes” (Kumar, 2020). However, instead of showcasing the lives of women beyond the traditional roles accepted by society, these shows continue to reinforce the roles of ‘ideal’ men and women. This leads them to internalize such stereotypes, believing that this is what is expected of them in real life.

Conclusions

In conclusion, stereotyping through serials is just one aspect that has been explored through this piece, however, it happens in countless situations around us, subtly influencing our thoughts and actions often without us even realizing it. This shows the importance of questioning and challenging these stereotypes that largely mask our perception and cognitive thinking. Moreover, “with the technological boom and the rapid advancement in electronic media over the past few decades, media has acquired such omnipotence that it not only propagates notions but has the power to create, construct, or demolish certain ideologies” (Roy, 2012). Therefore, given its large audience and vast influence, the media should promote more positive messages instead of reinforcing gender stereotypes that align with societal norms and expectations.

However, in today’s time with the world evolving, there is a noticeable shift in new-age dramas debunking conventional gender stereotypes. Indian soap operas are gradually moving beyond the conventional “saas-bahu” shows, exploring more diverse, progressive concepts that go beyond the stereotypical portrayal of women as passive, dependent, and confined to domestic roles. Udaan, Madam Sir, Shakti- Astitva Ke Ehsaas Ki, and Anupama are shown challenging the traditional portrayals of women. This is important for the media to portray since it provides a positive reinforcement, encouraging a positive attitude towards gender roles.

Authors: Prof. Garima Rajan, Faculty of Psychology, FLAME University, and Anvesha Gautam, Undergraduate Student, FLAME University.