Investigating gender stereotypes in Indian YouTube advertisements from 2015 to 2021

Ehteshamnia, Parisa; Molaei, Hamideh

doi:10.22059/jcss.2026.406277.1197

Investigating gender stereotypes in Indian YouTube advertisements from 2015 to 2021

Document Type : Original article

Authors

Parisa Ehteshamnia

Hamideh Molaei

Department of South and East Asian and Oceanian Studies. Faculty of World Studies, University of Tehran, Tehran, Iran.

10.22059/jcss.2026.406277.1197

Abstract

Background: Advertising, which has been defined as, a systematic effort to shape people's opinions, attitudes and behaviours in a specific direction is a significant part of public communication. Nowadays, video advertisements are among the most important tools to attract different tastes.
Aims: It is crucial to examine whether commercial advertisements shape gender stereotypes in a given society.
Methodology: This study seeks to examine gender stereotypes in the Indian most watched video advertisements on YouTube from 2015 to 2021 using Barth’s semiotic and Goffman’s dramaturgy approaches.
Findings: There is consistency between the gender of the actor and the voice of the narrator, the way of touching objects, the ritualization of subordination and the type of presence in the family and society as well as licensed withdrawal in Indian video advertisements that have the highest views on YouTube.
Conclusion: The overall result indicates the presence of solid gender stereotypes in advertisements.

Keywords

dramaturgy

gender stereotypes

India

semiotic

video advertisement

YouTube

Subjects

media

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