Increasingly Violent but Still Sexy: A Decade of Central Female Characters in Top-Grossing Hollywood and Bollywood Film Promotional Material

Authors

  • Jannath Ghaznavi California State University, Northridge
  • Katherine L. Grasso DeSales University
  • Laramie D. Taylor University of California, Davis

Keywords:

media effects, content analysis, gender roles, sexualization, aggression

Abstract

This study examines the depiction of central female characters (CFCs) in promotional film posters and trailers from top-grossing Hollywood and Bollywood films from 2004 to 2013, focusing on gender stereotypes, sexualization, and aggression. Whereas Bollywood characters tended to be more sexualized, more fit, and less prominent, Hollywood characters appeared more frequently but were increasingly unrealistic. Typically occupying the role of attractive love interests, CFCs tended to display more aggressive behavior over time. Attractive, aggressive CFCs may reinforce and challenge gender role expectations, promoting the “superwoman” ideal. Findings are discussed in terms of objectification, globalization, cultivation, and social cognitive theory.

Author Biographies

Jannath Ghaznavi, California State University, Northridge

Jannath Ghaznavi, PhD, California State University, Northridge, jannath.ghaznavi@csun.edu, 707-400-7475Jannath Ghaznavi is an Instructional Designer at California State University, Northridge. Her research focuses on media uses and effects, particularly mediated contact, stereotype endorsement, and objectification.

Katherine L. Grasso, DeSales University

Katherine L. Grasso, PhD, DeSales University, katherine.grasso@desales.eduKatherine Grasso is an Assistant Professor in the Humanities department at the DeSales University. Her research interests address health information seeking, media and wellness, and interpersonal interactions.

Laramie D. Taylor, University of California, Davis

Laramie D. Taylor, PhD, University of California, Davis, lartaylor@ucdavis.eduLaramie Taylor is an Associate Professor in the Communication department at the University of California, Davis. He conducts research in the area of media uses and effects with a particular focus on the way media use influences factors related to social interaction. 

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Published

2017-01-01

Issue

Vol. 11 (2017)

Section

Articles

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