In South Asian culture, as in many other cultures, there is a dominance of the masculinity. A strong history of South Asian hyper-masculinity, or machismo, has played an important role in the formation and perpetuation of local gender inequalities. The legacy left by ancient Indian tradition served as the basis fororthodox gender roles in South Asia, which in turn contributed to the widespread acceptance of a male dominated society. In ancient India the fundamental rights of the female clan were opposed. According to the holy Hindu scripture Vedas, women happen to be inhuman and are subject to no primary civil liberties. Baba BhimRaoAmbedkar in his article “The Rise and Fall of Hindu Women” argues that Hindu religion through …show more content…
The exact origin of the term machismo is unknown, but some social scientists argue that ethnographers coined the term while studying South Asian culture. Despite its vague origins, the term machismo is almost exclusively associated with South Asian culture in both popular and scholarly discourse. Studies in this area demonstrated that, in South Asia, machismo represents “four images of the dominant idea of manhood in the South Asian society. These images …show more content…
Although the South Asian feminist movement has gained momentum in the last decades and has contributed to the South Asian’s fight for women’s rights, women in South Asia continue to battle gender discrimination and gender divisions in both social and professional settings. Gender inequalities pervade most aspects of South Asian society. Thus, for the purpose of better standing of gender role in South Asian communicative system this study analyzes the use of coquetry on the streets of South Asian cities. The study is carried out with the assumptions that coquetries are basically a reflection of these larger structural gender inequalities in South Asian communicative system. In coquetry expressions, we can see a traditional South Asian discourse practice that reflects the social roles of men and women in South Asian culture. Coquetries are representatives of a discourse practice that utilize gender discrimination with words at an opportune