Putting things in perspective
Women empowerment has become a major theme of contemporary
India owing both to government and civil society efforts. The recent vogue
India video starring Deepika Padukone is one such initiative which keeps the
spotlight on women empowerment, even while differing where exactly that light falls (For some its education, for some its family
life, for some its dowry issues).
So criticism for such campaign, for any campaign actually,
is only natural and beneficial in that it provides for a better understanding
about the whole issue by putting things in certain perspective. But I feel there
is a lack of certain perspective on the internet, which I will try to write
about by addressing some of the criticism that the video has faced.
On being Elitist:
Of course it is elitist. It is produced by Vogue India (A corporate
fashion powerhouse) and starred by Deepika Padukone. But I don’t see why a
campaign should not be elitist, especially when there are various aspects of
the whole women empowerment ,all of which needs to be addressed, some through
education, some through positive rights such as reservation and some by giving
women the right over their bodies.
Besides, the video actually acts as a kind of instant empowerment
for elite women (Whether it is the empowerment you wish the women to have is
other issue). Bold initiatives such as these, which are mostly symbolic,
provide for physiological power. Remember Barack Obama and Guard of honour led
by women?
On being
Hypocritical:
Sure, the video is hypocritical for every guy who looks at
women as an equal partner both in personal and public life. But such is not the
case in majority of elite India. Women are still to larger extent are seen as
inferior and when SEBI mandated the corporate houses to have at least one woman on board of directors, they did that at the very end, like the very very end.
So you should be proud of yourself but you should also realize
that you are still in a minority.
On being amoralistic:
This is perhaps is the most intriguing of all the criticism.
Are you using reasons such as the morality that the video teaches to kids, cherry pick words
like adultery as a cover to advance your idea that women should not have the that kind of right over their body (Simply put, sex before marriage)? Would you not want to
have sex before marriage, would you not want your son to have many girlfriends
and be a macho while hoping your girl to be conservative (Not rural conservative
but elite conservative)?
But for everyone who is genuinely concerned about moral
aspects of the campaign, you are right to criticize it and keep doing it for as
long as you hold that views. But just know that your support base is not as
moralistic as you are.
Concluding, the video makes perfect sense when seen in the context of the mentality of
majority of Indian men . What makes more sense is the
criticism that it faces.