‘You are gold’: the role of workwear jewelry advertisements in ‘Disempowering’ urban working women in India

Abstract

ABSTRACT From 2011 onward, jewelry advertisements in India have witnessed a surge in multimedia campaigns of branded work wear gold and diamond jewelry. These commercials target the urban Indian working woman with an affinity for fine, workwear jewelry marketed as versatile, cool and chic. This study takes up discourse analysis of 23 select commercials released on television channels and over the top (OTT) platforms between 2017 and 2022 to unravel the many contesting and contradictory displays of women’s apparently empowered personas. In doing so, it also seeks to unravel the rather complicated connections between the jewelry business and the gendered cultural habitus of working women in contemporary urban India. Most women depicted in the advertisements possess high economic and cultural capital and are seen as ‘doing urbanity’ in choosing workwear jewelry. Ironically though these possessors of refined habitus are perfectly adjusted in performing traditional gendered roles and relegating their own self-hoods, a much saleable business trope for advertisers. Such portrayals of urban Indian working women subtly and paradoxically dovetail in valorizing ideals of traditional femininity. This paper further argues that jewelry advertisements become sites where the projection of the ‘urban Indian working woman’ becomes a conduit for legitimizing a more mutated and reflexive patriarchy.