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International Journal of
Social Science and Humanities
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VOL. 6, ISSUE 4 (2024)
Representing and reinforcing ‘Motherhood?’: A sociological study on televised advertisements
Authors
Keya Bagchi
Abstract

Motherhood is a universal phenomenon. In a pronatal country like India, every young girl is regarded as a natural and potential mother. Becoming a mother is her virtue which she is supposed to fulfil as a wife to continue the line of descent of her husband.

The anecdote of motherhood takes place in the life of a girl from her childhood. The gender socialization of girls is not only significant in India but it is a universal feature. Not only that, the society teaches her that her identity depends on her motherhood— her womanhood is not complete without motherhood. An ‘incomplete’ woman is not socially accepted. Family, school, radio, television, newspaper—everywhere motherhood is eulogized and glorified.

In this paper, I would use content analysis to look into some of the televised advertisements to show how motherhood is reinforced through the advertisements of contemporary times.
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Pages:12-19
How to cite this article:
Keya Bagchi "Representing and reinforcing ‘Motherhood?’: A sociological study on televised advertisements". International Journal of Social Science and Humanities, Vol 6, Issue 4, 2024, Pages 12-19
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