Hyper-masculinity and Objectification: A Feminist Analysis of Bhojpuri Music Lyrics and Visual Narratives

Bhojpuri music, an essential part of North Indian culture, has transitioned from traditional folk storytelling to a commercialised and digitally driven industry.This study examines how Bhojpuri music lyrics and videos reinforce hypermasculinity and objectify women through a qualitative analysis of music videos.Drawing on feminist media theory, Laura Mulvey's male gaze theory, and Fredrickson and Roberts's objectification theory, this research explores how gender roles are constructed and perpetuated in Bhojpuri music.The study employs a case study approach, selecting popular Bhojpuri songs based on their visual representation and cultural significance.Findings indicate that men are frequently depicted as dominant figures, reinforcing toxic masculinity, while women are objectified through visuals that emphasise their physical attributes.The increasing commercialisation of Bhojpuri music, particularly through digital platforms like YouTube, has amplified these portrayals, shaping public perceptions of gender roles.This paper underscores the social and cultural impact of Bhojpuri music's gender representations and highlights the need for greater media literacy, regulatory interventions, and the promotion of more inclusive and respectful narratives.The study advocates a shift toward gender-sensitive storytelling that preserves Bhojpuri's cultural identity while fostering gender equity.