International Journal of Social Science & Economic Research
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Title:
TELEVISION SOAP-OPERAS AS A TOOL FOR WOMEN EMPOWERMENT: A CASE STUDY OF SERIALS 'UDAAN ZINDAGI KI' AND 'NIMKI MUKHIYA'

Authors:
Aabshar Abbasi

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Aabshar Abbasi
Assistant Professor, School of Media and Communication Studies, Doon University, Dehradun

MLA 8
Abbasi, Aabshar. "TELEVISION SOAP-OPERAS AS A TOOL FOR WOMEN EMPOWERMENT: A CASE STUDY OF SERIALS 'UDAAN ZINDAGI KI' AND 'NIMKI MUKHIYA'." Int. j. of Social Science and Economic Research, vol. 4, no. 6, June 2019, pp. 4296-4300, ijsser.org/more2019.php?id=327. Accessed June 2019.
APA
Abbasi, A. (2019, June). TELEVISION SOAP-OPERAS AS A TOOL FOR WOMEN EMPOWERMENT: A CASE STUDY OF SERIALS 'UDAAN ZINDAGI KI' AND 'NIMKI MUKHIYA'. Int. j. of Social Science and Economic Research, 4(6), 4296-4300. Retrieved from ijsser.org/more2019.php?id=327
Chicago
Abbasi, Aabshar. "TELEVISION SOAP-OPERAS AS A TOOL FOR WOMEN EMPOWERMENT: A CASE STUDY OF SERIALS 'UDAAN ZINDAGI KI' AND 'NIMKI MUKHIYA'." Int. j. of Social Science and Economic Research 4, no. 6 (June 2019), 4296-4300. Accessed June, 2019. ijsser.org/more2019.php?id=327.

References
[1]. Ahmed. A. (2012).Women and Soap-Operas: Popularity, Portrayal and Perception. International Journal of scientific and research Publication, 2(6).
[2]. Ahmed, A. et al. (2012). Global Media Journal- Indian Edition, 3(1) Zutshi, Robin et al. Representation of Women Characters (Indian TV series) in Modern Era. From https://www.academia.edu. Retrieved on 27/01/2019
[3]. Kaul, S. et al (2017). Portrayal of Women in Television(TV)Serial. Studies on home and Community science. 4(1)
[4]. Murphy- Graham, E. (2012).Opening Minds, Improving Lives: Education and Women's Empowerment in Hondurus, Vanderbilt Press, pg.5
[5]. Aggarwal, V. B. et al (2012). Handbook of Journalism and Mass Communication, New Delhi: Concept Publishing Company, pg.39
[6]. The origin of soap opera(n.d.)https://wordhistories.net/2017/12/18/soap-opera-origin/ Retrieved on 25/05/2019

Abstract:
Communication theorists always believe in the power of Television as a strong medium of communication which enlightens people in terms of informing, educating and entertaining them. Undoubtedly, television has always been used as a tool to promulgate the idea of social change and the empowerment of common masses.
To build a strong nation it is essential to make people understand their social responsibility as a citizen as well as a human. Women being an important and strong stake holder in the society should know their abilities, roles and rights equally. It is necessary for them to know the real meaning of empowerment which actually can help in breaking their stereo typical image which is only confined to a mother, daughter and daughter-in -law in Indian society. They should understand their worth as an emancipated woman and individual of equal status who does not need to borrow the identity of her male counterpart.
In India, since, 1959, television has been playing a key role in the daily lives of people. One of its major content, the tele-serials or soap-operas is a constant source of entertainment and motivation for audience. It plays a pivotal role in enrooting the image of women as a strong foundation of a modern society. Presently, soap-operas like Balika Vadhu, Udaan Zindagi Ki, Nimki Mukhiya and a recent one 'Kesari Nandan' have helped in breaking the stereotypical image of women in our society and shaping a new image as independent women and torch bearers of the society. However, this study has been centered on 'Udaan Zindagi ki' and 'Nimki Mukhiya' as the subject.
In the paper, an attempt has been made to understand how these serials have portrayed its woman characters as protagonists. The study is a textual analysis based on observation of the researcher.