A Curse in Disguise?: Reinforcing Toxic Masculinity behind the Façade of Women’s Empowerment in Select Malayalam Movies

In the media realm, there is a complex interplay between representation and influence. While some media might reinforce outdated norms, there are also instances where stories challenge these norms and promote more progressive viewpoints. South Indian cinema has showcased both sides, sometimes reflecting traditional gender dynamics but at other times depicting strong and empowered female characters who break free from restrictive moulds. This study conducts an in-depth analysis of The Great Indian Kitchen (2021) and Jaya Jaya Jaya Hai (2022) to ascertain how toxic masculinity is reinforced through a narrative that seems to advocate women’s empowerment. By closely examining these films, this study identifies a recurring pattern: while these movies portray the growth of women into strong and independent individuals, they often fail to depict any corresponding transformation in men’s attitudes and perspectives. Consequently, this normalized toxic masculinity within the viewership. The onus is on the filmmakers to embrace a balanced and inclusive approach, portraying men as capable of change and growth.