Exploring Media Misrepresentation: A Critical Ethnography of the Portrayal of South Asian Women in Television

The media is considered one of the most powerful tools in society as it creates, shapes and perpetuates ideologies about marginalized communities (Glavinic, 2010). The portrayal of cultural groups in the media can shift audiences’ perception of a particular culture, but may contain inaccuracies or simplistic depictions which do not fully encompass their experiences. In this study, I sought to disrupt the hegemonic representation of South Asian women within the media and acknowledge the diverse lived experiences and narratives within this community. I conducted a secondary data analysis on the portrayal of South Asian women in selected popular television shows, analyzing the following characters: Kelly Kapoor from The Office, Mindy Lahiri from The Mindy Project, and the Vishwakumar family from Never Have I Ever. Employing a critical ethnography approach framed by critical race feminist theory and Foucault’s conceptualization of power to advance knowledge on how mainstream television conceptualization of South Asian women. The study revealed that the media continues to oppress and marginalize South Asian women through the perpetuation of cultural and racial stereotypes. This study challenges dominant narratives, shedding light on representation that better reflects, celebrates, and appreciates women of the South Asian community.