RT Conference Proceedings
T1 Do Caste travel with gendered body?: Reading Indian diaspora online matrimonial advertisements
A1 Gupta, Shilpi
A2 Sainz de Baranda Andújar, Clara
A2 Blanco-Ruiz, Marian
AB Advertisement is not just a business expenditure undertaken in the hope of moving somemerchandise off the store shelves, but it is an integral part of modern culture. Indian diasporaonline matrimonial advertisements are one of those booming advertising sites which areattracting many people through their promises. Indian diaspora matrimonial advertising sitesadvertise the profiles of grooms and brides to arrange the marriages of Indians living outsideIndia. Matrimonial websites, faster than any traditional matchmaker, filter profiles according tothe preferences and choices of the person looking for a partner.The paper will look beyond the fancy pictures of matrimonial sites and advertisements toquestion the social, cultural, economic, and ideological concerns. In this respect, the paper willemploy the feminist critique of advertisements in order to analyze the process of creating anonline profile and looking for a recommended profile. The paper will observe the complexity ofgender with Caste in order to see the persistence of strong caste-based marriages far from theIndian land among the diaspora. In this regard, two profiles of male and female each is createdon Jeevansaathi.com to access other existing profiles of brides and grooms. Among manyprofiles, 50 random profiles are taken for the case study.
SN 978-84-16829-53-8
YR 2020
FD 2020
LK https://hdl.handle.net/10016/32351
UL https://hdl.handle.net/10016/32351
LA eng
NO 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.
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RD 27 jul. 2024