| dc.description.abstract | In March 2015, Vogue India released the video “My Choice,” as part of a series of videos for the magazine’s women’s empowerment initiative. However, “My Choice” sparked outrage in India and abroad for controversial content surrounding a woman’s sexuality. The video’s analysis uses a critical visual methodology (Rose 2012), whereby the video’s production is examined as well as its audiovisual content and the video’s reception by various audiences. This study features a polyvocal analysis of the video that draws on writings of Indian feminists, Western feminists’ writings on bodies, and the mass media’s reaction as understood through discourse analysis of thirty news articles and six video responses. “My Choice” envisions the idea of the educated, urban “New Indian Woman,” who embodies modernity (Daya 2009). To test the video’s potential as a way to start a conversation about women’s rights, the video was used as an interviewing tool. The goal was to interview ten Indian people, five in Norman, Oklahoma, and five in Nagpur, India. Video-elicitation was used to gather reactions to the video, resulting in a variety of answers and a multitude of stories. The discovery is that video-elicitation often triggers emotional responses and memories from the participants. This research contributes to a growing body of literature on video-elicitation as an interview method, which can be used in a variety of settings. | en_US |
