In a patriarchal world, there are many tools used to promote misogyny and pop culture is one of them. Mass media and pop culture influence us deeply in today’s world; very few can escape this influence for very few are active viewers/consumers of pop culture.
Most of us are passive viewers who take in mass messages that perpetuate the cults of masculinity and femininity, especially through TV shows and advertisements.
We define ourselves and our reality based on the images we are inundated with and those that are repeated more tend to leave a more lasting impression on our psyches.
Gender, itself, is performed and not innate. We perform our roles as female and males. We dress the part, act the part and behave the way we are expected to as men or women.
This is learned behaviour which starts from birth and is constantly reinforced on a daily basis. Advertisements, for example, reinforce the notion that women belong in the kitchen and are responsible for feeding their family a good (wholesome) meal.
The woman is the one in charge of maintaining traditional womanhood in these ads: she is the one who cleans the clothes and dishes, changes the nappies and looks after the kids. TV ads glorify this role and cultivate a passive acceptance of the female as belonging to the domestic sphere.
In many TV shows, women are portrayed as either ‘good’ or ‘bad’. Khirad from Humsafar was one such example. The same show had an example of the stereotypical ‘bad’ woman in the character of Sara.
The ‘good’ woman is one who dresses traditionally and looks very feminine often with long flowing hair that is kept covered; obeys her husband no matter how abusive he is; sacrifices herself and her happiness for man and family; and romanticises traditional womanhood.
She is portrayed as a role model – a woman to look up to and a woman to emulate.
The ‘bad’ woman, on the other hand, is often portrayed as a more modern and independent woman. She has shorter hair and doesn’t cover it. She dresses non-traditionally and works. She values her independence and doesn’t worship any husband and then she suffers for it in the end.
In other words, she is exactly what the patriarchy fears which is why she is often punished as a message for young female viewers. These TV shows teach them not to go against the grain, to conform and blindly accept the cult of femininity. The repercussions for disobeying this are grave. Sara, for example, commits suicide.
Pop culture teaches us how to be ideal women. It teaches us that being a traditional woman will be rewarded. It scorns upon those of us who challenge any notion of femininity.
It also reinforces gender dichotomies by perpetuating the cult of masculinity. Fashion and beauty cults also join in to regulate how we look through pop culture. Accepting them (these cults) leads to popular acceptance.
None of this is likely to change in a patriarchal world. The media is mostly owned by men or controlled by a patriarchal state. Even though we have women writing and acting out these roles, they continue to perpetuate patriarchal norms because women have historically been responsible for propagating this patriarchy.
Patriarchy is a system that necessarily relies on the oppressed to be in charge of their own oppression. Patriarchy has been called a perfect system because it turns woman against woman, teaching them how to hold themselves back.
In a patriarchal pop culture industry, the women who get to the top or the women who are rewarded are the ones who accept patriarchal norms without challenging them. And the cycle continues…
Published in The News.