MEDIAS ROLE IN PORTRAYAL

OF PATRIARCHY, FEMINISM

AGENDA
Patriarchy
Feminism
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Case study of Ford India Ads

GENDER AND SEX

It is now accepted practice to make a distinction between
sex and gender.
The first is a biological category, the second a social
construct. This means, in effect, that a biologically male
person can be feminine and a biologically female person
can be masculine.
The relations
fundamentally
patriarchy.

of power between the genders are

unequalthis is what is meant by

PATRIARCHY
Patriarchy literally means rule of the father in a maledominated family.
It is a social and ideological construct which considers men
(who are the
patriarchs) as superior to women.
Sylvia Walby in Theorising Patriarchy calls it a system of
social structures and practices in which men dominate,
oppress and exploit women (Walby, 1990).

PATRIARCHY
Patriarchy is based on a system of power relations
which are hierarchical and unequal where men control
womens production, reproduction and sexuality.

It imposes masculinity and femininity character

stereotypes in society which strengthen the iniquitous
power relations between men and women

FEMINISM
Feminism is an awareness of patriarchal
control, exploitation and oppression at the
material and ideological levels of womens
labour, fertility and sexuality, in the family,
at the place of work and in society in
general, and conscious action by women and
men to transform the present situation

INEQUALITY AND OPPRESSIVE REGIMES

http://articles.economictimes.indiatimes
.com/2013-03-27/news/38070725_1_jwt-indi
a-ad-club-awards-offensive-ad
http://dsc.discovery.com/tv-shows/curiosi
ty/topics/examples-gender-inequality-arou
nd-world.htm
http://www.messynessychic.com/2013/06/10
/lost-in-time-groovy-afghanistan/