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@article{186458,
        author = {Saniya Lopes and Isha Dodia},
        title = {Impact of Bollywood Movie Fashion on Perceived Patriarchy},
        journal = {International Journal of Innovative Research in Technology},
        year = {},
        volume = {12},
        number = {no},
        pages = {138-145},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=186458},
        abstract = {The research examines the impact of Bollywood films, which frequently feature male centered storylines, on fashion trends and the reinforcement of gender norms within the patriarchal framework. Utilizing Van Zoonen’s feminist and media theory and Katz and Blumler‘s Uses and Gratification Theory, the study delves into how fashion in Bollywood sustains conventional gender roles. A quantative approach was employed, involving a sample of 101 participants gathered through convenience and snowball sampling methods. To assess the correlation between Bollywood fashion and
perception of patriarchy, statistical analyses such as Pearson Correlation, Linear regression and ANOVA were applied.
The findings indicate a notable correlation between fashion depicted in Bollywood films and the perception of patriarchy, implying that the fashion trends showcased in these movies serve to reinforce conventional gender roles. The study’s limitations encompass restricted access to a diverse range of Bollywood films and potentially reported self- baises.
Nevertheless, the robustness of the study is underscored by it’s solid methadological framework and through literature review, providing significant insights into the influence of media and fashion on gender norms within a male-dominated context.},
        keywords = {Bollywood fashion, Gender norms, Patriarchy, Uses and Gratification, Van Zoonen.},
        month = {},
        }