Abstract
Mass media plays an effective role in the present society. It informs, instructs, entertains, and performs an important role towards ushering social change. The role of mass media can be studied: as an agent of social change; as a reflector of dominant values; and as a rein forcer for strengthening dominant values.In the Indian context, media generally reflects and reinforces the dominant values. A study of TV commercials substantiates this. Advertising in the contemporary period has emerged as a powerful means. By indirectly projecting the social norms regarding the expected behaviour of women, TV commercials have acted as effective agents of reproducing patriarchal values. Patriarchal values are over-emphasized through ‘glamourization’ and ‘naturalization’ of domestic roles of women; glorification of the essential image of mother, representation of women in public life in soft roles and subordinate jobs, popularizing the image of women as sex objects; objects of beauty etc. A recent spot survey of TV commercials corroborates the above observations.Recognizing the potential of TV commericals in social life, it is imperative to initiate the process of social change through it for which some directions are suggested in the paper.
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