TVF's Arunabh Kumar, International Women's Day, Buzzfeed And The Growing Business of Feminism

You see, when it comes to India (or just the world in general), sexism isn't uncommon. It's the sad heartbreakingly disgusting state of the nation, but we find solace in feeble and seemingly apparent spurts of progression. The internet today, unfailing comrade of the millennials, is a shining reflection of the people who sustain it. It's largely a progressive medium if you look in the right places. Racism, discrimination, bigotry, sexism, antisemitism - the vicious wyverns of our prejudiced pasts dissected with blatant aplomb in this virtual realm. Them, the harbingers of unattainable justice, trying to change the world one viral post at a time.

It was gratifying to embrace progression on a medium conducive to it. Television soaps still had its women unctuously doting over the men of the house and Bollywood still had its demeaning female acting sensually frolicking roles. The internet, spurned by the emergence of progressive web series creators, was the haven for liberal samaritans.

Or so we thought.

It's a shock to watch The Viral Fever burn in flames of its ignominy because it stood for more than just great content. It was the voice of the progressive youth - with shows that openly challenged antiquated traditions and resonated within the hearts and minds of the hopeful. Resonation is important, for it truly bridges the gap between the audience and the creator. Through Shah Rukh Khan, Salman Khan and Madhuri Dixit, we vicariously lived out our dormant romanticism, machismo and versatility. They resonated it with us, and we designated them to positions of importance.

So we did with TVF. An entertainment company that was about to launch its women-centric show 'Bisht, Please' this month. It isn't however, as we based on fallacious premises, a belief in progression. A desire to cause change, revamp mindsets and awaken the traditionalists. It isn't even a facade.

It's just business.

A business of feminism. Headed by honchos who openly, lecherously gape at women but jot down the words 'progressive' and 'liberal' on their meeting room bulletin boards when planning themes for shows. These are not progressive men, these are just closet traditionalists who know that progression sells.

What if there was some credibility to Arunabh Kumar's innocence (even though there can't be so much coagulated smoke without some fire) - thereby raising the question why people would find the need to conjure up fake molestation stories and thereby getting it answered by the fact that it sells.

Buzzfeed will happily shame any person found guilty of sexism (and rightly so) but would share a "10 Surprising Porn Habits By Indian Viewers" in a heartbeat. Another similar pseudo-progressive site would defame the photographer who looks to make some sweet rupee by snapping unflattering pictures of Bollywood actresses (and rightly so), but would happily share "20 Times Ranveer Singh Made You Thirsty AF".

Business. Just good ol' business.

On Women's Day, you see less celebrating the existence of women in our lives, without whom we would truly be nowhere, and more comparisons between the genders. Rega Jha, editor of Buzzfeed India tweets out (to paraphrase) "Let's celebrate women's day by appreciating things men do better than us: genocide..."

women have come far but don't forget the things men still do better than we can
-starting wars
-genocide
-oppressing everyone who isn't them

— Rega Jha (@RegaJha) March 8, 2017

While I'm sure (positive!) that it was all in jest, a barrage of retweets later the purpose seems to be murky. The trivialisation of issues in the quest for high-impact potentially viral content. It's the decision between wanting to shout "Thank you to all the women" over "All men are dogs!". The decision between what's good appreciation and what's good business.

A trifle of transient fame; a little transitory cyber notoriety. The essence of Women's Day lost to the business of feminism. Somehow, it seems that on days like these it's not the activists who sleep peacefully after spreading awareness but rather the jewellery stores that cashed them ousside howbow dah special promotions. A good day of business.

In midst of it all, us, flitting around from one false mascot of change to another - hoping and praying for progress but somehow, rather surprisingly, getting nowhere.

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