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Title: READING WOMEN IN ADVERTISEMENTS: A STUDY ON THE PORTRAYAL OF WOMEN IN ASSAMESE MAGAZINE ADVERTISEMENTS
Authors: Muktikam Hazarika
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Muktikam Hazarika Department of Mass Communication, Journalism and Media Studies, Cotton University, Assam, India
MLA 8 Hazarika, Muktikam. "READING WOMEN IN ADVERTISEMENTS: A STUDY ON THE PORTRAYAL OF WOMEN IN ASSAMESE MAGAZINE ADVERTISEMENTS." Int. j. of Social Science and Economic Research, vol. 4, no. 6, June 2019, pp. 4591-4603, ijsser.org/more2019.php?id=353. Accessed June 2019. APA Hazarika, M. (2019, June). READING WOMEN IN ADVERTISEMENTS: A STUDY ON THE PORTRAYAL OF WOMEN IN ASSAMESE MAGAZINE ADVERTISEMENTS. Int. j. of Social Science and Economic Research, 4(6), 4591-4603. Retrieved from ijsser.org/more2019.php?id=353 Chicago Hazarika, Muktikam. "READING WOMEN IN ADVERTISEMENTS: A STUDY ON THE PORTRAYAL OF WOMEN IN ASSAMESE MAGAZINE ADVERTISEMENTS." Int. j. of Social Science and Economic Research 4, no. 6 (June 2019), 4591-4603. Accessed June, 2019. ijsser.org/more2019.php?id=353.
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Abstract: Since ages, women have been contributing towards development and progress of humankind and simultaneously, as an indigenous section of the society, have experienced change with reference to their overall status and standing in the societal structure. Women no longer confine themselves to bear only the traditional role of a wife, mother or homemaker but are working alongside men in every sphere of occupation. As a window to this changing world scenario, media has not only played a significant role by providing women an exposure to the nuances and challenges of modernization, but has also in the process contoured the popular discourse and image of new-age womanhood. It is pertinent to note that at various points of time concerns have been raised regarding the portrayal of women in media and more so in advertising. Women have always been a part of the advertising world and today women account for a large section of the target group for advertisers. Many affirm that the way women are portrayed in advertisements might perpetuate gender stereotypes. This paper presents the findings of a descriptive content analysis to study the portrayal of women in Assamese language magazine advertisements. The study reveals that although women are shown in central, authoritative and functional roles in Assamese language magazine advertisements, they continue to reinforce existing stereotypes.

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