Swipe Right for Tradition: Decoding Gender Constructs in Modern Indian Matrimony through Media Representations

Sreya Mukherjee 
¹The English and Foreign Languages University, Hyderabad.

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Abstract

This paper examines the portrayal of arranged marriages in India as depicted in mainstream media with a special focus on Netflix’s Indian Matchmaking. It utilises an intersectional feminism framework to explore themes of colourism, casteism, and gender discrimination within the context of Indian matrimony. Methodologically, the study employs a qualitative content analysis of specific episodes and character interactions within the documentary-style format of Indian Matchmaking. By analysing these depictions, the paper aims to uncover how mainstream media reflects and perpetuates societal norms and discriminatory practices inherent in the Indian matrimonial tradition. Through detailed examination, the findings highlight the ways in which the Netflix series perpetuates entrenched patriarchal structures and regressive value systems, illustrating the complexities of identity negotiation within the marriage market. The analysis demonstrates that while the series provides a platform for cross-cultural exploration, it simultaneously reinforces harmful ideologies and existing power dynamics. The paper concludes by discussing the broader implications of media representation for social discourses on gender equality and social justice, emphasising the dual potential of popular culture to both perpetuate and subvert dominant narratives.

Keywords: Arranged marriages, Indian Matchmaking, gender dynamics, media, misogyny, culture.