Digital Feminism : A Bold Move to A Abeautiful Future

DIGITAL FEMINISM : A BOLD MOVE TO A ABEAUTIFUL FUTURE

Analyzing the Aspects of Digital Feminism in the E-campaign Series Titled, “BOLD IS BEAUTIFUL” by “ANOUK”, an Indian Ethnic Clothing Brand.

INTRODUCTION

Issues concerning a modern woman have been addressed for long via multimedia like films, TV shows, newspapers, magazines, etc. But they have always been talked about with a lens of idealism. The audiences of these different media are of as different sensibilities, they unanimously seem to sympathize in detaching themselves from the subject of such issues. Books become bestsellers, films fare well on the box-offices, shows celebrate TRPs, print media enjoys subscriptions, but alas, the common man only praises them from a distance. The raised voices seldom rise to sway people. It is too ideal for a common man; it is too bold. This paper shall analyze one such digital campaign titled ‘Bold is Beautiful’ by Anouk voicing the ultimate concern of a modern Indian woman- Freedom. The campaign has five short films, each challenging the notion of female morality in the time of vulnerability.

This study aims to juxtapose what is expected of a woman in a real society with what her freedom shall entitle her to. The stories find their leading ladies in crises and they emerge, taking bold decisions, out of them. It is also a study of how digitalization has not only attracted a larger audience, but also how this campaign has evolved into a non-aggressive yet highly mobilizing activism.

THE WHISPERS

The Whispers, the first ad of the series, Bold is Beautiful talks about a woman, Namrata, who is raising her daughter, Ambika, alone without a  father or husband or simply a man. The story is about her victory in breaking social stereotypes and notions of man only ss the upholder of a family.

THEMES AND IDEAS OF “THE WHISPERS”

Singular Parenthood & it's Challenges.

Presumptions & Prejudices Towards Women.

 FREEDOM to Make Your Own Choices.

 Self Reliance & Sufficiency of Women.

 Neighbors & Their Intrusions.

 New Family Structures.

It stars the idea of single parenting and societal challenges associated with it. The film in its just over three minutes’ interval, touches themes of motherhood; neighbours and their intrusion; self-reliance and sufficiency; and new family structures. The central idea is to juxtapose the rudimentary and conventional outlook towards what a family ought to be in an Indian society with a confident single mother who is a sufficient parent as well. The film talks about presumptions and prejudices. A passing comment by two women of the society about high cases of divorce hints their conjectures at Namrata’s personal life,nforcing the ease with which we presume and intrude as if it were our right. The film is about breaking those assumptions. It is against the notion of needing the presence of a man in a family. It is about the freedom to make your own choices

WHY “THE WHISPERS”?

 Discomfort in Acceptance.

 Rigidity of Sanctioned Prejudices.

 Insufficiency of Women in Their Own Mindsets.

 SWING.

 The JUMPS.

 A FRISBEE.

 'Run, Run, Run' v/s 'Coming, Beta! Coming!'

The people, in general don’t confront her but there is a clear discomfort. It is something that is not acceptable or rejected. Namrata, with her daughter, wherever she goes, is deafened by such whispers. Hence, the title: The Whispers. The men looking at her lecherously, commenting on her throws light on questions like Why the roles of a father, a husband, and more than anything, a man are a must in a family? Such a need reflects the insufficiency of women in their own mindsets. The image of her untying her hair when she passes by the aforementioned men shows her confidence and ease in being.she in a scene encourages her child to take a few jumps,marking the child’s first lesson of the day, and of life, that is, to keep overcoming the hurdles, come what may. These hurdles are invisible to the eyes, just like the baseless prejudices they represent.

Towards the end, behind the metaphor of a Frisbee that is stuck on a tree beyond Namrata’s reach we are told about everything the society believes that a child may need but allegedly, a mother is incapable of giving. Namrata’s ultimate success to jump higher and get that Frisbee speaks for her sufficiency in doing so.

The last scene can be called as the essence of the film where a neighbour shouting to her child, Ammu “Run, run, run,” reflects the attitude of society in general- of running way from the truths. But at the end Namrata turns to her daughter calling her from a distance and says, “Coming, beta! Coming!” marking that she is always with her daughter. The forwardness in the principles of Namrata redefines beauty, and hence, Bold is the new Beautiful.

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THE CALLING

Another film of this series, The Calling, is against the notion that a woman’s career ends after pregnancy. The film is about a women Shaheen, working successfullyin the corporate world until she becomes pregnant and started treated as an outside and burder.thestory is about her courage to decide her own future and opening new dimensions for the pregnant working women

THEMES AND IDEAS OF “THE CALLING”

Career & Motherhood.

 Alienation of Women on the Basis Of Pregnancy.

 Opportunistic Corporate Set-up.

 Hypocritical Mires.

 FREEDOM to Choose & Work.

 Idea of Knowing Your Own Worth.

 Differentiating Men & Women as Parents.

The major themes discussed are that of career and motherhood; alienation on the basis of pregnancy; opportunistic corporate setups; hypocritical mires; and most importantly, knowing one’s own worth. It poses questions at the unfair treatment on women. Why a virtue of being able to conceive and give birth to life is minted as a bane when it comes to professional career? If a man can be an employee as well as a father, why can’t a woman be an employee as well as a mother? Why, instead of supporting a woman in this stage of life, the workplace doesn’t even shy away from outright condescension as if a woman has no other choice but to yield to their terms?