Diksha Gupta

Ethnography 

Hmmm.... Can we say that Indian women are required to  do household work only as a stereotype? or, Indian men are supposed to provide food and financial aid to that household is a stereotype? well.. Yes, the “fixed idea” about certain people is a stereotype. People observe other people and they create an idea that all the people from this community are certain.

For example, people say about Sardars that “ iske to 12 baj gaye” the meaning behind this stereotype is that at 12 sardars go mad. And this stereotype came from a history of war, in which sardars decided to attack at 12 am. With the time passed this stereotype is used as a joke now.

I think that stereotype is nothing but a thought which is shared by several people to create an idea of different types of people. And that thought can be changed. Stereotypes are a funny thing, people sometimes embrace it or break it. It is not FIXED. Sometimes, it can become a reason for someone to be judged because of being different. 

We live in a society, a society where there are fixed roles and fixed ideas and everything supposed to be fixed, and when all the things are fixed they create a stereotype. And when someone doesn't follow those fixed ideas they break the stereotype and create a new identity. And that change led to creating some new stereotypes. Huh..and it continues.

In today’s date, there are old and new stereotypes. Lets see this music video in which they have embraced the stereotypes. 

Dilli de sardarboys- it is a fun video in which they talk about every little detail of how things are done by sardars of delhi. Whether it's a parking party or an armani suit, they have just embraced all the things they are associated with. 

So, let's talk about Typology 

Typology is a method of studying things that are similar to each other. When those things are put together, it can become a  huge collection of certain types of things. With the help of that collection you can prove something right or wrong, or establish a certain point. 

Typology can be used for understanding a viewpoint of people. In advertising, it is used to understand the type of people that ad. is targeting. For example, in the above advertisement of “Hamam Soap '', the typology is the people who live in crowded places where there are less maintained roads and sanitation. People who have a strong mind set on dealing with that type of scenario. Mothers who want their children to adapt to that environment and grow strong in it. They want them to see the harsh world around them and at the same time, teach them to stand up and fight for themselves. In this ad. they have shown a girl who is trying to get back to her mother and she is running through dirt and mud in the sun, and her mother is driving activa away from her at the same time looking after her, to make her understand the value of hamam soap, which prevents from all the germs. In a way it is symbolic to the typology I talked about above.

Another example of typology is in the following images, where you can see the group of houses with water tanks in the shape of a cooker and football.

These images were taken by Rajesh Vora in 2014-2015. He took a series of images in which many houses have these unique types of water tanks. Other images can be seen here in this link  http://www.photoink.net/artist/editionprintsdetail/111/138#31

What’s in my Bag?

VIRGO