The Mirror and the Mask: Feminist Discourses and the Cultural Representation of Women in India
DOI:
https://doi.org/10.31305/rrijm.2026.v11.n08.005Keywords:
women’s representation, feminist discourse, intersectionality, Indian cinema, advertising, patriarchy, cultural sociologyAbstract
This article examines the cultural representation of women in contemporary India through the metaphor of the “mirror” and the “mask.” The mirror denotes the capacity of cultural texts to reflect social relations, while the mask refers to their capacity to naturalise, simplify, or conceal unequal relations of gender, caste, class, religion, sexuality, and domestic power. Using a qualitative interpretive design, the study applies feminist critical discourse analysis to a purposive corpus of films and advertising campaigns that generated significant debate around gender: Thappad (2020), The Great Indian Kitchen (2021), Kabir Singh (2019), Ariel’s #ShareTheLoad campaign, Tanishq’s Ekatvam advertisement (2020), and Dove’s Real Beauty campaign. The analysis is informed by intersectionality, postcolonial feminism, Dalit feminist standpoint theory, and feminist media studies. It identifies four recurrent processes: the normalisation of female endurance; the construction of women as moral guardians of family and community; the commodification and disciplining of the female body; and the emergence of counter-narratives centred on consent, dignity, domestic labour, mobility, and selfhood. The findings suggest that contemporary cultural production is neither uniformly patriarchal nor straightforwardly emancipatory. Progressive representations can disrupt dominant gender scripts, yet they may also remain limited by commercial logics and insufficient attention to caste, religion, region, sexuality, and other axes of inequality. The article argues for an intersectional sociology of representation that evaluates not only whether women are visible, but also which women become visible, under what conditions, through whose gaze, and with what forms of agency.
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