Representation of Muslim Women in Advertisements in Post-Independence Bangladesh

Abstract

This paper examines the representation of Muslim women in advertisements in post-independence Bangladesh and explores how these portrayals have been shaped by cultural, religious, and economic changes over time. Since 1971, shifting political ideologies, economic development, and globalization have influenced the portrayal of Muslim women in media, evolving from traditional Bengali image to more modern, often Western-influenced portrayals. Yet, these modern portrayals are often overshadowed by patriarchal representations that reinforce the stereotypical gender roles prevalent in South Asian societies. By analyzing Bangladeshi print advertisements from the 1970s–80s, 1990s, and the 21st century, this study examines clothing patterns, gender roles, and class to understand how the media has both shaped and reflected the changing identities of Muslim women. The paper argues that although contemporary media foregrounds the image of empowered Muslim women in public and professional spaces, it still relies heavily on culturally and religiously embedded stereotypes. Overall, this research highlights the complex process of identity formation among Muslim women and demonstrates how these changes are reflected in Bangladeshi visual media representations.