Perception of Youth on Portrayal of Women

ABSTRACT

More often, women are projected as a commodity or as an object rather than human beings. After several centuries of oppression, depression and suppression, women have woken up to a realization of her actual right and potential as a valuable partner of man. Most of the young people are of the opinion that the negative perception of women in music videos is mainly due to vulgar dance steps, semi-nudity and suggestive gestures towards sex. Further, most of them are of the view that there is excessive use of vulgar non verbal language in these music videos.

There is an alarmingly growing trend of objectification and commoditization of women in pop music album. That is to say that women are projected more as an object or a commodity rather than human beings. This kind of women portrayal definitely has very sensitive effects on the hearts and minds of those who are having a break between their adolescence and adulthood.

Pop music is music of general appeal to teenagers; a bland watered-down version of rock'n'roll with more rhythm and harmony and an emphasis on romantic love. Pop music is a common part of popular music, sometimes regarded as a subgenre of its own, generally featuring memorable melodies with strong recognizable rhythms and catchy refrains.

Music videos, which are provided free to the satellite music TV channels, have now become an integral part of marketing instruments other marketing strategies include road shows, live concerts and sponsored events. More than 75 percent of the cost of launching a pop album average cost is estimated at 2 million rupees is spent on marketing. Under the mid-nineties, popular music in India was synonymous with film music and the recorded music industry was totally oriented to such music with some attention given to classical, semi-classical, religious and folk media & ghazals and quwalis.

*Research Scholar & Guest Faculty, Dept. of Advtertising Management & Public Relations, Guru Jambheshwar University of Science & Technology, Hisar (Haryana)

(e-mail: sunaina_gju@yahoo.co.in )

**Professor & Dean, Faculty of Media Studies, Guru Jambheshwar University of Science & Technology, Hisar, Haryana (e-mail: manojdayal5@gmail.com )

Women portrayal in Media

After several centuries of oppression, depression and suppression women have woken up to a realization of her actual right and potential as a valuable partner of man. Half of the world, which previously lay unexplored, now stands open to her and this unexplored field is full of opportunities and blessings too for women. Media has come to depend heavily on women. On the face of it, it looks as if women has become indispensable to the showbiz. And women too has taken this newfound position in her stride. If opportunity has come her way,