Exploring Gender Stereotyping in Indian Social Media Content: A NVivo- Based Content Analysis

Gender Stereotypes are deeply ingrained in Indian Society. Women are frequently depicted as submissive and objectified, while men are portrayed as dominant and powerful. Video based social media platform, YouTube, have a significant influence on shaping these gender stereotypes. The user-generated content on YouTube provides a unique opportunity to study how gender stereotypes are perpetuated and challenged. This study utilized NVivo 12 to conduct a qualitative data analysis of 30 videos uploaded by Indian content creators that examine the concept of gender stereotyping. The study analyzed the videos thematically and through word cloud with the help of transcription generated from the videos. The findings indicate that gender stereotypes are prevalent in Indian society and are perpetuated through various elements associated with a particular gender. In addition to the user- generated content, YouTube's artificial intelligence algorithms also play a significant role in shaping gender stereotypes. These algorithms often recommend videos based on the user's viewing history, which can reinforce existing biases and stereotypes. The study highlights the need for greater awareness of the role of social media platforms in perpetuating gender stereotypes and the need for effective policies to address these issues.