International Journal of Communication and Social Research Vol. 3, No.2: July-December 2015 Indian Cinema as a Catalyst for Women’s Empowerment Archna Katoch PhD1 Manish Sachan2 Monika3 Abstract Cinema, being a mirror of society, has an exclusively persuasive ubiquity within human cul- ture. Films get to almost each and every alcove of our society and they seize potential of mass influence. Cinema is not just about song and dance but a medium that can be used for raising social awareness and concerns. Women’s empowerment and gender justice are most talked about issues in India, and filmmakers have not lagged behind and are incessantly reinforcing this concept with their stories on celluloid. Great films with robust female characters have also been made in Bollywood, which concentrated on the fighting spirit of strong Indian women for their empowerment. This paper explores that cinema has immense power to sway but unless certain fundamental issues that affect gender equality are addressed, women’s empowerment will remain at the level of rhetoric. Key words: Awareness, empowerment, gender justice, mass influence. Introduction Cinema is a potent tool of socio-cul- cation in popularity and appeal. Similar tural dissemination, which can manifest to literature, cinema is actually the reflec- the strategic thinking of a nation just like tion of society and can influence the suc- media and theatre. Cinema is a way of cessive generations of society. Cinema mass communication, which not only en- plays a key role in depicting amazing per- tertains and enlightens but also brings so- sonalities who inspire us in more ways cial change. Cinema is a significant art than one (Pareek, 2015). form, languageand medium for inspira- Cinema or motion picture is the art of tion, source of popular entertainment and moving images; a visual medium that tells an influential method for educating citi- stories and exposes reality (Moura, 2010). zens. Films are basically cultural artifacts It is an integrated art form that uses produced by specific cultures and also con- elements from all other arts like literature, secutively affect them. Cinema is well photography, music etc. Films reach ahead of other media of mass communi- almost each and every alcove of our 1Asst. Professor, in the Department of Journalism and Creative writing at Central University of Himachal Pradesh, HP, India 2,3Research Scholars in the Department of Journalism and Creative Writing at Central University of Himachal Pradesh, HP, India 34 Indian Cinema as a Catalyst for Women’s... Archna Katoch PhD1, Manish Sachan2 and Monika3 society and they seize potential of mass combination of these three factors that influence. Cinema takes the viewer to a seems to enable women to take charge of world that is utterly different from the their lives and take advantage of new and existent one that is a virtual world, which previously unavailable choices (Graham, provides escape from the daily grind of 2008). life. Cinema is a popular dominant media At present, Indian women have come of mass consumption that plays a key role to be portrayed as independent individuals in molding opinions, constructing images in the Indian cinema and their identity has and to change the entire society. begun to carve out as singular individuals Cinema imparts education to the who do not need a man’s name and identity society creating awareness about women to survive and sustain in society (Iqbal, empowerment, their human rights and 2015). Also, plenty of great films with gender justice. Women empowerment is a strong woman characters have been made multidimensional social process that by filmmakers in Bollywood, which supports women in attaining control over focuses on the fighting spirit of strong their own lives, wholly participating in the Indian women for their empowerment. As processes and decisions that shape their a medium with the strongest influence on lives. Whether it is social, health, the Indian psyche, this research study education, economic, political fields or any explores, through these portrayals, how other development parameter, women of cinema has played an important role in India are still in very bad condition and promoting women’s empowerment continue to bear the brunt of societal through the years. oppressions, prejudices, violence etc.A First Indian Prime Minister, Jawaharlal society that is unable to respect, protect Nehru, once stated that cinema has become and nurture its women and children loses a powerful vehicle for culture, education, its moral moorings and runs adrift leisure and propaganda. India is the (Chatterjee, 2012). world’s largest producer of films. In a Positive representation of women developing country like India, where through cinema can bring social revolution percentage of people facing poverty, with entertainment, which in turn would unawareness and illiteracy is high, the do justice to women and their position in cinema has a major role to play. It contains the society. Individual empowerment immense potentiality to inform and through education is a key long-term educate this section of people, besides to strategy to change negative social and entertain. Cinema has played a significant cultural norms of a patriarchal, orthodox role by screening the literary works of and stereotypical society. Increased many distinguished personalities to knowledge, self-confidence, and produce social changes. awareness of gender justice are Along with the Hollywood and Chinese components of the empowerment process film industries, Indian cinema became a that are difficult to disentangle. It is the 35 International Journal of Communication and Social Research Vol. 3, No.2: July-December 2015 global enterprise in the 20th century. At the know. What they see from movies, they end of 2010, it was reported that in terms tend to act accordingly by means of of annual film output, India ranks first, learning and practicing. followed by Nollywood (cinema of Cinema for social change Nigeria), Hollywood and China. The Indian diasporas consists of millions of Movies and documentaries have been Indians overseas for which films are made used time and again to attack the social available both through mediums such as evils such as child marriage, sati, DVDs and by screening of films in their prohibitions of widow remarriage, and country of residence, wherever gender discrimination. Indian cinema has commercially feasible. Indian film seen a huge change since the early 1930s. industry accomplished overall revenues of The 1930s saw the emergence of three big $1.86 billion (Rs 93 billion) in 2011. This banners in Indian cinema- Prabhat, was projected to rise to $3 billion (Rs 150 Bombay Talkies and New Theatres. These billion) in 2016 (The Hollywood Reporter, banners showed the way in producing 2012). serious films with fascinating social themes meant for all classes of the Indian As a medium of mass communication, cinema. The first Indian talkie, AlamAra, cinema has played a significant role in was released on March 14, 1931 and nation building. With its extensive reach, directed by ArdeshirIrani. It was the first cinema is amongst the most effective Indian film with sound. A number of films portrayers of the evolution of a country and during this period made a strong plea the transformation of its society. The against social discrimination. growing of a nation-state into a national society is reflected through its cinema. From 1940s to 1960s, cinema came to Cinema becomes a dominant medium, be viewed as an instrument of cultural particularly for those societies, which are revival. It was from the post-independence empowered to select their destiny and period that Indian cinema began to appear discuss their strategic choices (Kumar, as an agent of social change. Some of the 2013). most critically acclaimed Indian films of all time were produced during this period. Cinema communicates ideas and In 1980s, actresses like SmitaPatil, psychologically moves people. Cinema ShabanaAzmi and Deepti Naval made a stirs them, makes them feel alive, and mark by fearlessly accepting inspires them. Movies are frequently unconventional roles. By the late 1990s, shown in narrative way and thus acquire India had overtaken Japan and America as an aura of believability. These contain the producer of the largest number of significant messages to get rid of all the feature films per year (800-1,000) and with evils of society and strengthen social an annual audience of over 3 billion at norms or values. All human beings learn home and millions more overseas, it can by seeing and imitating. Their actions are also claim to be the most popular (Stafford, based on what they learn and what they 2006). 36 Indian Cinema as a Catalyst for Women’s... Archna Katoch , Manish Sachan and Monika Representation of women in Filmmaker Subhash Ghai produced and Bollywood cinema directed a film titled Kaanchi: The Women’s empowerment is a big Unbreakable (2014), based on a girl who concern in India and everyone is dares to battle against corruption. Kaanchi contributing for this cause. Moreover, is a story of the internal power of a woman filmmakers have tried their best by who represents over one million reinforcing the concept with their stories suppressed youth against injustice in the on celluloid. Most of the films objectify country.It is also the story of an innocent women, but there are some excellent films, rural beauty and her brawl against power. which revolve around the lives of strong Indo-Canadian director Keshav women and their importance in the society. Panneiry, who made headlines for showing These films give a message that women actress MallikaSherawat the door, is also are not just limited to the bedroom and the working on a film titled A Little Heaven kitchen but they reveal the essence of In Me. It focuses on the fighting spirit of women empowerment. Indian women.