Authors: Dhriti Jade¹ ,Rajni Kumari² , Kiya Kamdar³ 

ABSTRACT

This study delves into the contemporary workings of patriarchy, and exposes how dynamic and resilient it continues to be as it navigates through social and cultural contexts today. Patriarchy has diversified into countless social structures, cultural environments, and individual encounters. The patriarchal order not only perpetuates a division between the genders based on claimed superiority and hierarchy, fostering inequality in our private and public lives but is also constantly reinvented through everyday actions, cultural norms and institutional practices which allow it to remain prominent within our modern lives. It explores how patriarchal notions are entrenched, subtly reproduced, and negotiated on an everyday basis within society. We contest that the traditional yardstick to measure patriarchy has become archaic. 

Within this larger context, the study will explore the manifestation of this system via social media as a contemporary space where patriarchal notions are reproduced and simultaneously challenged. While such platforms do provide avenues for feminist conversations, organizing, and representation of minority narratives, it is also true that dissemination of gender stereotypes, discriminatory attitudes and harassment continue to be facilitated on the internet through algorithms and digital practices. Ultimately, the need for digital literacy and a greater degree of accountability on the part of the institutions will be discussed in order to effectively confront the complex workings of patriarchy.