The Portrayal of Woman in the Popular Translated Soap Operas in Malayalam : A Study on ‘Is Pyaar Ko Kya Naam Doon?’

Abstract

Soap operas are cultural artifacts created by specific cultures, which reflect those cultures and in turn affect them. Daily soaps are the most trending and culturally affecting tool among the mass media instruments that impart multifarious socio cultural and religious impacts upon the viewers. They are capable of prohibiting the rigidity of caste systems, dowry system, child marriage, female infanticide and other prominent evils in the society thus creating national integration and marital harmony. Noted for their success in attracting the audience, the role of women in soap operas is considered vital with issues related to the preservation of culture and carrying the values to the next generations. With the aid of dubbing, most of the contemporary Northern soap operas that have made their entry in to the Malayalam market, present the values differently from reality. The paper examines the various aspects behind the rising popularity and impact of the translated version of the popular Hindi soap opera, “Is Pyaar Ko Kya Naam Doon?” on Malayalee culture with special reference to the portrayal of woman.