Role of Contemporary Hindi Films in Creating Awareness on Personal Hygiene
It’s not just the present Government’s ‘Swachh Bharat abhiyaan’ that has been trying to educate the masses on the importance of sanitation but the contemporary Hindi Cinema is also coming forth to raise a voice on this active social message. This study aims to find out the impact of contemporary Hindi cinema in sensitizing and creating awareness amongst the masses on personal hygiene. Menstrual hygiene is an issue that has never been showcased on silver screen before the film ‘PadMan’. The subject has always been treated as hush-hush affair and more of a ‘taboo’ in the country. On the other hand the film‘Toilet Ek Prem Katha’ backed the ruling government’s ‘Darwaza Band’ campaign to promote the use of toilet while highlighting the need to eradicate the issue of open defecation in India. Cinema has been regarded as an agent of social change. It is the mirror of any society, hence it is expected from this audio visual media to represent as well as highlight the reforms required in the society. To find the effect of contemporary Hindi cinema on the audience, methodological triangulation is done using content analysis, a qualitative method and a survey conducted with 40 respondents to collect the data quantitatively.
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