They have become integral to the discipline of media studies. There are no shades of grey. Huge corporations with their own profit motiv es own media houses. Films have also been inspired to a large e xtent from religion and mythology whereby women characters were seen as the epitome of virtue and values, those who could do no wrong. Cinema is a popular media of mass consumption which plays a key role in moulding opinions, constructing images and reinforcing dominant cultural values. It is one of the largest centers of film production in the world.
It also evaluated the stereotyping of female characters in cinema. Media structures and systems have also undergone a sea change with privatization and globalization. Media has been able to transcend borders and look at issues more holistically rather than in the context of nationalism. The media scene in India has expanded in the recent times as there is a plethora of media choices available to the audiences. This dichotomy was reinforced in popular films which distinguished between the heroine and the vamp, the wife and the other woman. The paper in its ensuing sections will build an argument about the portrayal of women in Hindi cinema based on various strands of f eminist film criticism which have certainly enriched our understanding of women on screen. Women are also major consumers of mass media and thus the way they are represented in media coverage is a major concern for the discipline. Through the ideas of loyalty an d obedience to the husband, Hindi cinema successfully institutionalized patriarchal values. They have become integral to the discipline of media studies. Cinema, popular, media, women, Bollywood, movies, stereotypes, feminist, mainstream, patriarchal Feminist Film Criticism The issues of media, identity and gender are being discussed all over today. The term is often incorr ectly used to refer to the whole of Indian cinema ; it is only a part of the total Indian film industry, which includes other production centers producing films in regional langua ges. The paper deals with representations of women characters in mainstream Bollywood movies. Films have also been inspired to a large e xtent from religion and mythology whereby women characters were seen as the epitome of virtue and values, those who could do no wrong. It adopts a critical approach towards gender bias on celluloid. It is one of the largest centers of film production in the world. The paper begins with a discussion on the field of femin ist film criticism and how mainstream Hindi Cinema has restricted itself to defined sketches of womanhood. A section is devoted to discussion on contemporary realistic brand of cinema and its understanding of women. Cinema is a popular media of mass consumption which plays a key role in moulding opinions, constructing images and reinforcing dominant cultural values. Feminist theory took up a distinct stance in relation to the objectification, exclusion and silence of women in cinematic narrat ives. The reason is the popularity and diversity of media as a source of mass consumption and its influence on constructing ideas and generating debate. Women in Bollywood have been uni - dimensi onal characters, who are good or bad, white or black. Huge corporations with their own profit motiv es own media houses. In conclusion , a debate ensues on whether mainstream Hindi cinema has been successful in portraying Ind ian women of different shades in a society dominated by patriarchal values. Certain underlying aspects of a popular medium can only be brought to surface by criticism, scrutiny and introspection and feminists have attempted to do it with cinema as well as with other fields of study and practice. Hence, these developments are bound to affect the manner in which media scrutinizes and covers any issue — gender being an important one. While, the other forms of cinema are also important when it comes to the representation of women, restricting to popular cinema is the core concern of the paper. Popular cinema and culture derive from each other.
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