The IUP Journal of Organizational Behavior
Work from Home During Pandemic: Commitment, Work Stress and Job Satisfaction Among University Teachers in Bangladesh

Article Details
Pub. Date : April, 2023
Product Name : The IUP Journal of Organizational Behavior
Product Type : Article
Product Code : IJOB050423
Author Name : Amrita Basu Roy Chowdhury
Availability : YES
Subject/Domain : Arts & Humanities
Download Format : PDF Format
No. of Pages : 22



Construction of gender roles in advertisement has been a critical area of discussion and examination. Being an inextricable content of media advertisements reflect and underpin gendered notions about what it means to be a woman or a man and how they should behave in society. During the Covid-19 pandemic too, the advertising industry, responded well to reflect these new challenges and trends in their communication. However, the advertising world failed to lay emphasis on the leadership trait of women. This paper intends to capture the gender representation in WFH situations due to the pandemic in Bengali print advertisements. It also attempts to trace whether the ads were able to portray the consequences, issues, and challenges women faced during the period. The paper seeks to achieve these objectives by focusing on the product advertisements published between March 2020 and March 2022 in Anandabazar Patrika, Ei Samay and Pratidin-the three leading Bengali dailies. The study employs a descriptive qualitative content analysis.


The Covid-19 pandemic resulted in business disruption as well as unforeseen losses of human lives. All the efforts across the globe were directed towards tackling the situation, which seemed both uncertain and unending. The impact has been felt by all the employees and organizations alike. However, surveys (McKinsey, 2021) and experience reveal that women are affected more than men by the social and economic effects of infectious diseases due to the additional role of caregiver due to educational institutions remaining closed, unavailability of domestic help and ailments of family members during different waves of the pandemic. Women underwent a threefold burden since they were responsible for prevention of disease, vulnerable to infection, and also subject to emotional, physical and socioeconomic crisis. For a working woman, the burden turned out to be fourfold. The pandemic has redefined work and brought an intense change in the way work has been done by both men and women. With the prolonged pandemic and remote work,