The Portrayal of Indian Rural Women on OTT Platforms: A Critical Discourse Analysis of the Film Jai Bhim

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Ashutosh Kumar Pandey, Prof. Amitabh Srivastava, Dr. Manish Sachan, Dr. Govind Kumar, Dr. Amit Sharma

Abstract

Over the Top, (OTT) platforms in India have significantly transformed the entertainment industry, its content, presentation, and marketing. The rise of OTT (Over the Top) platforms is no longer a piece of news; the new thing which is gaining the researchers' interest is the demographic of its audience. Moreover, here rural India comes into the scene. In recent years The OTT platforms shifted their focus towards rural India for many reasons. They are targeting a vast population that resides in rural India. OTTs are investing crores in acquisition, content, and technology. This study analyses the content of the Hindi Film 'Jai Bhim' released on amazon Prime. The study aims to understand the discourse in rural India's social and cultural context. Critical Discourse Analysis is the method of the study. The research concludes that 'Jai Bhim' portrays the woman in its most potent form, fighting all difficulties for her family. Also, the woman portrayed in the film embedded specific high ethical and moral values derived from the firm root of Indian culture.

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Ashutosh Kumar Pandey, Prof. Amitabh Srivastava, Dr. Manish Sachan, Dr. Govind Kumar, Dr. Amit Sharma. (2023). The Portrayal of Indian Rural Women on OTT Platforms: A Critical Discourse Analysis of the Film Jai Bhim. European Economic Letters (EEL), 13(4), 288–294. Retrieved from https://www.eelet.org.uk/index.php/journal/article/view/586
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