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The Impact of Sensationalized Portrayals of Women in Daily Soaps on Gender

Stereotypes Formation in Viewers

CIA 1

Sravani Ganti

2130217

6 CEP B

Department of Psychology, Christ Deemed to be University, Bangalore

PSY641B: Media Psychology

Dr. Rituparna Chakraorty

13th January 2024

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The Impact of Sensationalized Portrayals of Women in Daily Soaps on Gender

Stereotypes Formation in Viewers

Daily soaps have been a major source of entertainment since their inception. The idea

of seeing stories unique and yet similar to their own has always been fascinating for the

general public. Soap operas are characteristically defined defined as a genre of television

programming with complex, sensationalised, mythic and interwoven plots, with a wide range

family oriented characters with a special focus on women. (Munshi, 2012, p. 20).

Sensationalism content characterised by the use of exaggerated elements, which often

sacrifice accuracy and nuance for the sake of capturing audience interest. The content

featured has the capability to provoke attention and arousal responses in viewers (Kleemans

& Hendriks Vettehen, 2009, p. 229).

Oftentimes a sensationalist portrayal could result in a misrepresentation, which is the

presentation of information in a way that distorts its true nature. This can manifest in various

forms such as showing women as overly submissive, glamorous, or constantly being shown

in the role of a housewife or a mother and villainising those who don’t subscribe to these

views. (Douglas, 2018). While the male is often portrayed as physically strong, aggressive,

and assertive, independent, competitive and ambitious. This sets unrealistic expectations and

could impact and create gender roles stereotypes and expectations regarding the behaviour

that is considered to be appropriate for men and women based on the distribution in different

roles. (Lauzen et al., 2008)

One variable has been proven to help reduce stereotypes and prejudice is education as

people who are more educated tend to express fewer stereotypes in general. (Sidanius,

Sinclair, & Pratto, 2006).

Rationale
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By investigating how these portrayals contribute to the formation of gender

stereotypes, the study aims to uncover their potential societal implications on norms,

expectations, and interpersonal relationships. The research design of qualitative semi

structured interviews help in understanding the nuances of thoughts and ideas and the extent

of stereotypes formed. The participants were selected based on their background and

education levels, to understand how education and an urban upbringing influences

stereotypes.

Research Questions

Q1. Is the audience's perceptions and interpretations of gender roles influenced by

sensationalised content in these television programs?

Q2. Is there a potential link between exposure to sensationalised representations and the

formation of gender stereotypes among viewers?

Q3. Are the levels of stereotype formation different amongst educated urban participants and

uneducated rural participants?

Research Hypotheses

H1: The audience’s perceptions and interpretations of gender roles influenced are by

sensationalised content in these television programs.

H2: There is a potential link between exposure to sensationalised representations and the

formation of gender stereotypes among viewers.

H3: The levels of stereotype formation are different amongst educated urban participants and

uneducated rural participants.

Methodology

The research design is a qualitative methodology, utilising semi-structured interviews

to collect data on the impact of sensationalised gender representations in Indian daily soaps
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on gender stereotypes. The sample comprises two young adults aged 24 to 26, selected

through purposive non-probability sampling, focusing on daily soap viewers based in

Bengaluru. Participants, identified as KS and SEV, represent diverse educational backgrounds

and occupations.

Procedure

The interview procedure involves offline contact, obtaining informed consent through

comprehensive consent sheets, and ensuring participant privacy during semi-structured

interviews. KS, a 26-year-old rural metric pass woman from Bihar, and SEV, a 22-year-old

urban graduate working professional from Goa, provide unique perspectives on gender roles

shaped by daily soap content.

The semi-structured interview comprises seven questions, exploring perceptions of

gender roles, and views on soap portrayals.

Participant Details

Participant A

Name: KS

Age: 26

Educational Qualification: Metric (10th) pass

Occupation: Warden

Participant B

Name: SEV

Age: 22

Educational Qualification: Graduate

Occupation: PR executive
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Ethical concerns

This research prioritises participant well-being, and upholds fairness, autonomy, and

confidentiality, maintaining the highest standards of honesty and transparency.

Analysis

Thematic analysis of interview responses will unveil common themes, providing

insights into the formation of gender stereotypes influenced by daily soap content.

Result and Discussion

Discussion

This study aims to explore and analyse the perceptions of gender roles in daily soap

operas, focusing on the perspectives of two female participants, KS (26) and SEV (23). The

study delved into the participants' views on media portrayals, real-life experiences, and the

influence of daily soaps on their attitudes and behaviours. (Appendix A)

Sensationalist representation

The portrayal of themes and characters in daily soaps can be categorised as an

exaggerated representation of reality. Both the participants agreed with this view.

KS agrees that some events and plot points of the daily soaps “don’t occur in real life

and hence should be shown in daily soaps”, she does relate to the characters and wishes to

adopt their behaviours to a certain extent.

On the other hand SEV believes that the situations and plot points are “an

exaggerated, dramatic representations of reality” and feels that “it is difficult to adopt any

behaviours from daily soaps as the real lives of urbanised people don't resonate well with it.”

One of the reasons why the portrayal of characters is sensationalist and exaggerated

was research and reported by Herta Herzog (1944), who said thi was to give the audience an

emotional release, through a world where others have problems too, as they try and fill a gap
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in the listeners own lives. This can also be explained through the Uses and Gratification

theory which assumes that the selection of media is a purposive and motivated action, as the

users seek to gratify their needs, hence the viewers seek an escape from reality and could be

motivated to gratify their need for relaxation and diversion (Valentine 2011).

Media influence on gender roles

The influence of media on the participants is multifaceted and pervasive, shaping their

perceptions, behaviours, and attitudes in diverse ways.

KS, can be seen to be heavily influenced by the media. She believes the portrayal of the

characters, especially the female protagonist, to be correct and feels the pressure to make

behavioural changes to be similar to them. She relates with the portrayal of women being

good homemakers and feels “there is no need for women to work, unless it is a necessity.

Housework is their only job”. Cultivation theory explains this sort of relatability with media

portrayals through the long-term shaping of social reality and beliefs from repeated media

exposure. (Gerbner & Gross, 1976)

SEV has opposing views where she feels the portrayal to be archaic and extremely

traditional and does not agree with it and would make no changes in her behaviour. She also

discussed the “antagonising” of modern women in daily soaps and said she feels more

relatable to them due to her “urban lifestyle”. Badgett and Folbre (2003) discussed how

individuals who disconfirm stereotypical expectations tend to be devalued, which explains

the villainising of modern and urban women in daily soaps.

Bandura’s social learning theory can be used to explain this, as the lifestyle and

environment when combined with media could lead to the formation and reinforcement of

stereotypes. In KS’s case her rural upbringing and media consumption reinforced the
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stereotypical ideas whereas in SEV’s case her urban upbringing and literacy led to reduction

of stereotypes.

Behaviour and relationships. Both the participants professed about the influence of daily

soaps on how they behaved in relationships and their expectations from their partners. SEV

said she is inclined “to conform to the ideal characteristics of a woman- the traditional coy

behaviour, who is not very overt about intimacy because that's what I viewed in the society

and media and that's how I behaved in relationships as well.” KS said she expects her partner

to be like “Mohan from Radha Mohan, who takes care of his family and wishes to love her

partner like Radha.”

When asked to rate how they feel about certain gender stereotypical statements

(Appendix A), KS strongly agreed with the ideas of a woman’s role being taking care of her

home and family, a man should have the final word about decisions in the home and the

woman obeying her husband in all matters, however she disagreed with the statement that

only men should be earners. SEV disagreed with all statements and was neutral about the first

one.

Both these views adhere to the traditional stereotypical views associated with females,

which can be explained by the gender schema theory, which says that people begin to

associate men and women with certain attributes through observing their environment and

build schemas with the information which influences their thoughts. Whereas KS’s

disagreement with men being the sole earner could be attributed to the fact that she earns

herself. (Bem, 1981)

Findings:

1. There are some levels of gender based stereotypes formed in both the participants.
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2. The degree varies greatly based on the background and education level and media

literacy.

3. This stereotype was formed and reinforced by daily soaps, which has affected their

cognitive processes, emotional responses, and behavioural outcomes.

Conclusion and Personal Reflection

This study helped me understand the divergence in how media content can be

internalised, resisted, or negotiated based on personal experiences and educational

backgrounds. It reinforced the significance of media literacy in navigating evolving gender

norms and the need for continued exploration into the multifaceted relationship between

media, stereotypes, and societal expectations. This assignment significantly enhanced my

insights into media dynamics and gender stereotypes. Through qualitative research and

thematic analysis, I honed my skills in interviewing. Exploring psychological theories

deepened my theoretical understanding, especially regarding how media and education and

urban backgrounds influence stereotypical beliefs.

The conclusions of the study are as follows:

1. Sensationalised representation in Indian daily soaps is majorly responsible for

formation and reinforcement of gender stereotypes.

2. However education and an urban background could have a role in reducing these

views to an extent.
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References

Bem, S. L. (1981). Gender schema theory: a cognitive account of sex typing. Psychol. Rev.

88, 354–364. doi: 10.1037/0033-295X.88.4.354

Douglas, Susan, et al. Media, Gender, and Feminism, Gender, Race, and Class in Media: A

Critical Reader, SAGE Publications, Inc., Thousand Oaks, CA, 2018.

Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of

Communication, 26(2), 182–190. doi: 10.1111/j.1460-2466.1976.tb01397.x

Herzog, H. (1944). What do we really know about daytime serial listeners. Radio research,

1943, 3–33.

Kleemans, M., & Hendriks Vettehen, P. (2009). Sensationalism in television news: a review.

Lauzen, M. M., Dozier, D. M., and Horan, N. (2008). Constructing gender stereotypes

through social roles in prime-time television. J. Broadcast. Electronic Media 52,

200–214. doi: 10.1080/08838150801991971

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Munshi, S. (2012). Introduction to soap operas. In S. Munshi, Prime Time Soap Operas on

Indian Television (2nd ed., pp. 1-33). London, India: Routledge.

Sidanius, J., Sinclair, S., & Pratto, F. (2006). Social dominance orientation, gender, and

increasing educational exposure. Journal of Applied Social Psychology, 36(7),

1640–1653.

Valentine, A. 2011. “Uses and Gratifications of Facebook Members 35 Years and Older.” Unt

Theses & Dissertations 33: 374–479.

Appendices

Appendix A

Questions asked in semi structured interview

1. What qualities or characteristics do you associate with the typical roles of men and women

based on what you've seen in the media?

2. How do you feel about the way men and women are portrayed in Indian daily soaps?

3. Do you think you can learn something from daily soaps, and adopt the behaviours shown

in real life?

4. Are there specific occupations or activities that you think are more suitable for women and

men?

5. How do you feel about individuals who deviate from traditional gender norms?

6. Have you ever felt pressure to conform to certain gender expectations that originated from

the media?

7. Answer on a scale of 1 to 5 how strongly do you feel about the following statements:

1. A woman’s role is taking care of her home and family

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2. A man should have the final word about decisions in the home

3. A woman should obey her husband in all matters

4. Men should be the ones who bring money home for the family, not women