Publication: Do Caste travel with gendered body?: Reading Indian diaspora online matrimonial advertisements
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2020
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Abstract
Advertisement is not just a business expenditure undertaken in the hope of moving some
merchandise off the store shelves, but it is an integral part of modern culture. Indian diaspora
online matrimonial advertisements are one of those booming advertising sites which are
attracting many people through their promises. Indian diaspora matrimonial advertising sites
advertise the profiles of grooms and brides to arrange the marriages of Indians living outside
India. Matrimonial websites, faster than any traditional matchmaker, filter profiles according to
the preferences and choices of the person looking for a partner.
The paper will look beyond the fancy pictures of matrimonial sites and advertisements to
question the social, cultural, economic, and ideological concerns. In this respect, the paper will
employ the feminist critique of advertisements in order to analyze the process of creating an
online profile and looking for a recommended profile. The paper will observe the complexity of
gender with Caste in order to see the persistence of strong caste-based marriages far from the
Indian land among the diaspora. In this regard, two profiles of male and female each is created
on Jeevansaathi.com to access other existing profiles of brides and grooms. Among many
profiles, 50 random profiles are taken for the case study.
Description
Actas del V Congreso Internacional de Jóvenes Investigadorxs con perspectiva de género (Getafe, 3 - 5 de junio de 2020) organizado por el Instituto Universitario de Estudios de Género de la Universidad Carlos III de Madrid.
Keywords
Matrimonial websites, Advertisements, Indian Diaspora, Caste, Gender, Jeevansaathi.com
Bibliographic citation
Investigación joven con perspectiva de género V. Universidad Carlos III de Madrid, Instituto de Estudios de Género, 2020, pp. 38-55