Does American media (films and TV shows) affect the perception of romance and romantic relationships amongst Indian Audiences, especially young adults?

a review of literature

My friend’s boyfriend suggested that the two of them go on a break – which led to her contemplating either directly ending things with him or agreeing to the break. When she came for advice, my limited knowledge of the concept of a “break” (coming from the American TV show, Friends and the Disney show, High School Musical: The Musical: The Series) told me to go ahead with the decision of ending it with the guy because a “break” essentially meant ‘i-will-meet-new-people-and-then-decide-if-i-still-love-you-and-want-to-be-with-you'.  

A few months later, while in discussion with another friend over this relationship decision, the latter commented saying that there wasn't any damage in taking a break from the relationship because sometimes everyone needs space. When I asked her to elaborate on her definition of a ‘break’, she explained it to me as a time frame where the two parties of the relationship ask for space and limit interactions between each other – it's not a pass for cheating, instead just a request for some time to oneself.  

It is also important to note, the second friend hasn’t watched Friends or High School Musical: The Musical: The Series; which made me realize how much American media and content has impacted the way I understand romantic relationships and craft my decisions over the same.  

We are all aware of how the media subconsciously influences our decisions and understanding of various aspects of life. In the 1960s, the Cultural Indicators Project founded by George Gerbner introduced a cultivation analysis. The central hypothesis of cultivation analysis is that people who spend more time watching television are more likely to perceive the real world in a way as most commonly depicted in television messages, as compared to those who watch less television, but are otherwise comparable in major demographic features (Gerbner, 1969). While Gerbner may have spoken about TV in particular, media has become so ubiquitous that his statement and theory holds true for media in general.

In the book, The Cultivation of Perceptions and Behavioral Expectations of Romantic Relationships Through the Media, Edison’s research centers on the same cultivation theory, positing that prolonged exposure to media fosters expectations aligned with media portrayals, focusing on how media creates idealistic views on romance. Edison used content analysis and surveys to understand the endorsement of romantic ideals like “love conquers all” and “soulmates,” which could apply to Indian audiences internalizing similar Western ideals. He found that heavy exposure to media with romantic themes fosters a belief that relationships are meant to mirror the idealized portrayals seen on screen. (Edison, 2006)

In a study exploring cultural differences in romantic ideals and mate preferences between Indian and American young adults, it was suggested that while Indian audiences tend to approach relationships with a more pragmatic and family-oriented view, American ideals—often influenced by media—emphasize individual autonomy and emotional satisfaction in relationships. It indicated that as Indian youth gain exposure to Western media, there is potential for Western ideals to influence Indian perceptions of romance, particularly among younger audiences who increasingly seek autonomy in romantic decisions. (Bejanyan et al., 2014)

Meanwhile, another study explored how South Asian youth, both in India and the diaspora, experienced Westernized romantic ideals, particularly through media and peer influence. The authors of this study, using qualitative interviews and quantitative surveys, examined how social networks and media exposure affect romantic beliefs and expectations. They found out that diaspora youth adopted Western ideals more readily, while homeland youth were also influenced by these ideals but with the added context of friends and media within their local environment (Dhariwal & Connolly, 2013). 

There was also a study that examined how prolonged exposure to romantic media influences adults' relationship beliefs, noting that these effects were more pronounced when viewers perceive the media as realistic. (Nandini Jagadeesan & Jemmy Suthandiradas, 2018) 

Similarly, a study conducted by Veronica Hefner and Barbara Wilson surveyed college students and found that there is a correlation between watching romantic comedies, believing the romantic ideals that they present, and ultimately pursuing those in their own relationships. Hefner’s work provides evidence of American romantic comedies as cultural agents, showing how specific romantic ideals promoted in media can influence beliefs. (Hefner & Wilson, 2013)

Greenwell’s paper, The Effects of Romantic Comedies on Relationships, built on the same, contends that romantic comedies often promote unrealistic romantic ideals, which can lead to impractical expectations in real-life relationships. These exaggerated portrayals may foster dissatisfaction when real relationships do not meet these ideals. The paper states,

“These movies present relationships in a way that emphasizes finding love, facing hardships, and getting true love in the end, despite obstacles, and all in the matter of 90 minutes. The increased consumption of romantic comedies…despite being presented in a comedic light, could harm the way that a person understands romantic relationships.”

This paper underscores the type of romantic ideals that could potentially affect young Indian audiences, particularly by framing unrealistic expectations around intuition in relationships or overcoming major obstacles for love. (Greenwell, 2016, p. 3)

Holmes, in his paper, explored how media, particularly romantic movies, fosters dysfunctional beliefs about relationships. These beliefs include idealizing partners or expecting perfection, which may contribute to dissatisfaction when real-life relationships don’t match these ideals. The findings were valuable for understanding how American romantic media might potentially fostering unrealistic beliefs that clash with traditional, pragmatic views on relationships, especially amongst Indian audiences. (Holmes, 2004)

But romantic relationship ideals and understanding of what goes behind a relationship aren’t the only things media ends up influencing. Rollero investigated how media’s beauty standards influence romantic relationships, finding that exposure to idealized body images can lead to body dissatisfaction and impact relationship satisfaction negatively. This paper connected the aesthetic standards promoted in American media with dissatisfaction in relationships when real partners don’t match these media-influenced ideals. (Rollero, 2022)

The literature I have reviewed reveals a consistent influence of American media on youth’s perceptions of romance, promoting Western ideals like "love at first sight" and "soulmates" through studies by Edison (2006), Gerbner & Gross (1976), and Hefner (2013). Dhariwal & Connolly (2013) and Bejanyan et al. (2014) demonstrate how Western media reshapes romantic ideals among South Asian youth, especially in the diaspora, who embrace autonomy and romantic freedom in line with American portrayals.

However, contradictions arise. Bejanyan et al. (2014) suggest that Indian youth largely retain family-oriented, pragmatic views despite Western influences, a contrast to Dhariwal & Connolly’s finding that diaspora youth more readily adopt Western ideals. The susceptibility to media influence varies, with studies indicating that diaspora youth may be more affected due to their cultural environment.

This literature review indicates that while American media significantly influences Indian youth, the extent and nature of this impact vary widely, contingent on factors like cultural context, social environment, and personal values. This study aims to address these nuances by focusing specifically on how American media in the form of TV shows and films shapes young Indian adults' perceptions of romance and relationships.

To further explore this topic, a mixed-methods approach will be adopted. Quantitative surveys will measure attitudes toward romance among Indian youth exposed to American media, while qualitative interviews will delve into individual perceptions and any dissonance felt between media portrayals and personal values. This methodology will provide a comprehensive understanding of the complexities surrounding media influence on Indian perceptions of romance.

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REFERENCES

Armenta, G. (2012). Identifying Sexual Attraction in Platonic Cross-Sex Relationships and its Effects on Friendships.

Bejanyan, K., Marshall, T. C., & Ferenczi, N. (2014). Romantic ideals, mate preferences, and anticipation of future difficulties in marital life: A comparative study of young adults in India and America. Frontiers in Psychology, 5. https://doi.org/10.3389/fpsyg.2014.01355

Chuchra, R., & Kaur, N. (2016). Effect of Western Culture on Indian Culture. https://www.researchgate.net/publication/295256282_Effect_of_Western_Culture_on_Indian_Culture

Dhariwal, A., & Connolly, J. (2013). Romantic Experiences of Homeland and Diaspora South Asian Youth: Westernizing Processes of Media and Friends. Journal of Research on Adolescence, 23(1), 45–56. https://doi.org/10.1111/j.1532-7795.2012.00803.x

Edison, A. S. (2006). The Cultivation of Perceptions and Behavioral Expectations of Romantic Relationships Through the Media. University of Alabama.

Editorial Team, B. H. (n.d.). Love Behind Screens: How Media Affects Perceptions Of Love | BetterHelp. Retrieved 7 November 2024, from https://www.betterhelp.com

Gerbner, G., & Gross, L. (1976). Living with Television: The Violence Profile. Journal of Communication, 26(2), 172–199. https://doi.org/10.1111/j.1460-2466.1976.tb01397.x

Greenwell, L. (2016). The Effects of Romantic Comedies on Relationships.

Hefner, V., & Wilson, B. J. (2013). From Love at First Sight to Soul Mate: The Influence of Romantic Ideals in Popular Films on Young People’s Beliefs about Relationships. Communication Monographs, 80(2), 150–175. https://doi.org/10.1080/03637751.2013.776697

Holmes, B. M. (2004). Romantic Partner Ideals and Dysfunctional Relationship Beliefs Cultivated Through Popular Media Messages: Implications for Relationship Satisfaction. University of Massachusetts at Amherst.

Larkin, B. (1997). Indian films and Nigerian lovers: Media and the creation of parallel modernities. Africa, 67(3), 406–440. https://doi.org/10.2307/1161182

Nandini Jagadeesan & Jemmy Suthandiradas. (2018). Exposure Time to Romance Depicted in Media and its Influence on Beliefs about Romantic Relationships among Adults. International Journal of Indian Psychology, 6(4). https://doi.org/10.25215/0604.021

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Rollero, C. (2022). Mass Media Beauty Standards, Body Surveillance, and Relationship Satisfaction within Romantic Couples. International Journal of Environmental Research and Public Health, 19(7), Article 7. https://doi.org/10.3390/ijerph19073833

Rosen, H. (n.d.). Love in the Time of Globalization: Indian and American National Identity in Romance Cinema.

Vélez, B. de la P. (2021). Love in Contemporary Cinema: Audiences and Representations of Romance. Routledge. https://doi.org/10.4324/9781003164289