Gender, Value, and Signification: Women and Television in Kerala
Gender, Value, and Signification: Women and television in Kerala Usha V.T. Discussion Paper No. 67 Kerala Research Programme on Local Level Development Centre for Development Studies Thiruvananthapuram Gender, Value, and Signification: Women and television in Kerala Usha V.T. English Discussion Paper Rights reserved First published 2004 Editorial Board: Prof. P. R. Gopinathan Nair, H. Shaji Printed at: Kerala Research Programme on Local Level Development Published by: Dr K. N. Nair, Programme Co-ordinator, Kerala Research Programme on Local Level Development, Centre for Development Studies, Prasanth Nagar, Ulloor, Thiruvananthapuram Cover Design: Defacto Creations ISBN No: 81-87621-70-2 Price: Rs 40 US$ 5 KRPLLD 2004 0500 ENG 2 Contents 1 Introduction: The TV and her story 5 2 Killing her softly: Sitcoms 12 3 Selling her loudly: Commercials and Jingles 19 4 Anchoring and compering 24 5 Conclusion 29 References 32 3 4 Gender, Value, and Signification: Women and television in Kerala Usha V.T. 1 Introduction: The TV and Her Story It is a well-recognised fact that understanding a people includes understanding their society. The media in their various forms function as the major channels of cultural communication and the moulders and perpetrators of social images. Through the media, whether the press, the radio, the television or the film, it is possible to reach out to the vast majority of the population of a country with the minimum of effort. And this possibility makes media a critical and significant force in the discourse of social formation. The television, or TV, as it is popularly known in India, is the medium of mass communication that is of extreme interest and consequence to the society to women, in particular.
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