India has one of the highest rates of gender discrimination in the world, and advertising has been a crucial way for women to earn money.
But, as more women are opting for advertising jobs, they have also been criticised for their gender roles, and the lack of women at top positions in advertising.
In the lead-up to the 2020 census, the Centre for Science and Technology (CST), which oversees India’s social engineering activities, released a report that showed that women make up just 2.7% of India’s advertising workforce.
But, it said, their representation is only 0.5% of the top-level executive and marketing positions in India.
In an interview with Al Jazeera, CST senior analyst Jitendra Bhagwati said women’s representation in advertising is often reduced due to cultural norms that discourage them from working in certain jobs, such as being a journalist or a secretary.
“It is difficult for women, especially women who have worked in these roles before, to work in these different industries,” he said.
“So they find it difficult.
They often find it very difficult.
So it makes it hard for them to make it to the top.
So, when they have to go for advertising work, it makes their life a little more difficult.”
In the interview, Bhagwa, who is also the head of the Centre of Gender Studies, said he had found the “missing” representation of women in advertising because there is a huge gap between the gender roles and the expectations women face in society.
“There is no room for them,” he explained.
“I have also talked to people who have been working in advertising and they tell me that they are shocked to hear that there are so many women there.
And the gap is even wider.”
Bhagwatti added that women are frequently the target of social engineering and bullying by their male colleagues.
He said that while there is progress in addressing discrimination in advertising in India, there is still a long way to go.
“India is not at the stage of equality where we can expect women to be given a chance to succeed,” he added.
“There is still no real way of doing that.”
Women in the business”The gender gap in advertising has its roots in discrimination, and also cultural norms.
It is not just that women have been excluded from the top positions, but also the fact that in many sectors, they are not given the opportunity to develop their own ideas, and that they do not have the opportunity of being heard.”
For instance, in the entertainment industry, the biggest segment in the country, there are no female directors or executives,” he told Al Jazeera.”
In media, women are not in a position to create their own stories and ideas.
And in the telecom industry, where the industry is based, women have only a handful of female executives.
So women are often seen as second-class citizens.
“Bharat Nambiar, a senior associate at the Centre on Gender and Media at the University of Illinois at Chicago, told Al