While Indian cinema has progressed in terms of its treatment and technology used in films, it has also taken the liberty to show unabashed love making scenes onscreen. Further, some films have actresses only to show skin and up the glam quotient. Here, Bolly Guru asks emphatically if films are responsible for commodification of a woman.
WOULD HINDI CINEMA DISAPPROVE THE NOTION OF MISOGYNY in 2013?
Encyclopedia of Feminist Theories includes among other definitions of a misogynist as “sexual objectification of women”, and after the Nirbhaya episode which has rattled the conscience of the nation, the focus of attention has also shifted towards the role of cinema in promoting this notion, sort of commodification of the women, more so with reference to the item songs that were a part of the cinematic composition in 2012. As a matter of fact, critics have been rather critical of the last item song of 2012 from Dabangg 2, “Fevicol Se” particularly with the lyrics – main to tandoori murgi hoon yaar… and Sharmila Tagore had, in fact, to face offense in one of the panel discussions held during the course of a television programme.
If one were to really view it dispassionately, the item songs which turned out to be hits during 2012, through the lyrics and the movements, sort of indirectly accentuated the commodification of a woman as an object worth desiring and possessing; and when an entity is treated as a commodity, then obviously, the respect gets diminished.
However, one also needs to underline the fact that the genre of commercial cinema is a process which aims to reap commercial dividends or if one were to use the term of economics- maximization of revenue, and the item songs have emerged as one of the most potent weapons in the hands of filmmakers to increase the footfalls. Therefore, even a producer like Karan Johar included an item song in his magnum opus Agneepath in 2012, and it set the trend for more item songs during the year. Indeed, if one were to glance through the year of 2012, it is the item songs which have been the differentiating factor in turning a film into a commercial success or otherwise.
But the disputable point is, whether one cannot have an item song without raunchy lyrics, suggestive movements, and ample display of skin in whatever way that is possible? Another aspect associated with the matter is the advertisements on display, especially those of deodorants which tend to accentuate commodification; one Member of Parliament, during one of the panel discussions, underlined it with aghast after the Nirbhaya episode!
Indeed, here one would like to point out in particular the recent advertisement of Axe deodorant where a daughter-in-law, getting mesmerized by the Axe effect, pounces on her father –in-law in full view of the her family. This would be considered as really sacrilegious in the Indian context, and for that matter taboo in any society. May be, to cover up for this insidious portrayal, the advertisement agency has used English models. But is it pointing to the fact that in the European and American setups, one can have such kind of liberties one can aspire to such imaginations in a family gathering as the ad suggests? It is high time the attention of the policy makers and the women groups turns its focus on this deodorant company as it has been airing one campaign after the other which really present woman in a misogynous manner.
So what is the way out? For one, there is an urgent need for quality lyricists, as the tradition of tease and sexual innuendos has been a part of our cultural ethos for ages, and it is just that the element of suggestiveness has been done in such a dignified manner that it has become a glorious tradition of our past - aptly described as Shringar Ras. One needs to watch Shashi Kapoor’s Utsav once again to understand - it has been one of the most erotic films ever made, but it never gravitated to vulgarity. In the same way, if one were to pick up a reference point from the coming films to underline the point, one can pick up the song- Oye Boy Oye Boy Charlie from Matru Ki Bijlee Ka Mandola, which has the element of sensuality, sexuality, stylish movement, but no vulgarity. After all, it is Gulzar who has penned the lyrics.
May be, one of the resolutions for 2013 for the fraternity vis-à-vis the item song has to be to cut out the raunchy lines as the ball has been set rolling by the youth against all forms of vulgarity, and the role of cinema is also being brought into relief, and it is high time new leafs start blossoming before the ire is turned against cinema. After all, it is the youth of the urban India who is singly the biggest contributing block for making a film hit, and one should keep on cultivating and nurturing this constituency! One cannot hide under the garb of doing the business and maximising revenue to present the woman in a demeaning manner. It is high time that those who propagate this notion need to change their attitude to the manner in which they portray woman in cinema and also in the advertisements.
But the real change would only come when the top film stars of the female variety, also take it upon themselves not to feature in such item songs which degrade their status as a woman, and only then would the real change come into being. After all, Hollywood does not do it, though it has oodles of sex on display, but it never commidifies woman as a package in a film as Hindi cinema has started doing.
Tags: Opinion, Feature