Recasting Gender Roles: A Study of Indian Television Commercials (2011–2020)

Television commercials (TVCs) play a critical role in shaping and reflecting societal understandings of gender roles. Guided by cultivation theory and framing theory, this study examines gender representation in Indian TVCs, focusing on the gender distribution of primary characters, voiceovers, settings (home, outdoor, workplace), and product categories. A quantitative content analysis of 120 Indian TVCs from 2011 to 2020 was conducted, with coding performed by the researcher. Findings show that men were primary characters in 54.6% of ads, while women featured in 45.4%. Male voiceovers dominated at 70.1%, compared to 29.9% for females. Women appeared in home settings in 66.7% of TVCs, while men were predominant in workplace contexts (100%). No significant gender disparity was observed in outdoor settings. Product-wise, women were mostly linked with household and healthcare items, whereas men dominated sectors like banking, technology, and transport. The study highlights how repetitive portrayals of certain gender framings in TVCs contribute to the normalization of traditional gender roles, offering insights into the symbolic structures that reinforce these norms in Indian media culture.