Last week, the Times of India, that claims to be the most read English daily in the world, peeked down actor Deepika Padukone's dress and put up content titled "OMG – Deepika Padukone's Cleavage Show". Ms Padukone, unlike most who grin and bear this sort of intrusion into personal space, hit back in a series of tweets that essentially took the news brand to task, in no uncertain terms.

In a Facebook post that has attracted over 2000 comments and over 150,000 likes (at the time of writing), Ms Padukone says, "I am not naive about my own profession; it is one that requires lots of demanding things of me. A character may demand that I be clothed from head to toe or be completely naked, and it will be my choice as an actor whether or not I take either. Understand that this is a ROLE and not REAL, and it is my job to portray whatever character I choose to play convincingly."

And then the TOI decided to explain itself: "Deepika, we accept your reel vs real argument, but what about all the times, and there have been many, when you have flaunted your body off screen – while dancing on stage, posing for magazine covers, or doing photo ops at movie promotional functions? What 'role' do you play there? So why the hypocrisy?"

Well, since the old lady of Bori Bundar has asked, I thought I would help them understand the most basic aspect of women's rights. And that is actually just one word – one simple yet elegant word – consent. Consent, very loosely defined, is permission or assent. Has the person in question said yes? At a second level is a related question, just as equally valid in the context of women's rights: "Do women have the rights over their own body?" When a woman says no, no matter who she is, does it a) mean yes? And, as importantly, b) is she going to be judged by what else she says when she says no?

It is all very well to say, you are flaunting your body, albeit in a different context and therefore it is all right for us to intrude on your privacy, and use your body to our advantage. But at a very fundamental level, this is pretty much the same argument that we have been hearing from every regressive element in the Indian ecosystem. What the paper and everybody else needs to understand is that it is very clearly a matter of a woman's right over her body and her consent for anyone else having a right over it.

The response of the TOI on the Deepika Padukone issue occupies the same space as a famous film scene. In the film Dostana starring Amitabh Bachchan, Zeenat Aman and Shatrugan Sinha, Zeenat Aman plays a modern woman who wears a bikini and a sarong at a beach. When 'eve-teasers' whistle at her, she complains to the policeman (played by Amitabh Bachchan). His retort is, "Aap aise kapde pehen kar ghar se niklengi toh ladko ke seeti nahi toh kya mandir ki ghantiyaa bajengi?" (if you wear such clothes and leave your home, what do you expect men to do – whistle or ring the temple bell). Today, we can look back at these lines and say regressive, regressive attitude, blaming the woman for violence and the rest. And we would be right. What do you say to the leading English language daily?

It looks like almost three decades later nothing has changed. It is the same argument that is being used. Today, when we talk about women saying no to sex and then being forced, or to being groped, or being whistled at, the same set of counter arguments pop up. The argument, whether made by a leading English daily or by the head of a khap panchayat, 'but she was asking for it' needs to be treated with the same contempt that you would have for a traditionally dressed woman or man, who with the full fire of righteousness, and in an Indian language tells you that girls who don't cover up their bodies will be prey to rapists If that had been the case, we could be sure that all of us, including the newspaper in question – would have outraged over medieval attitudes and patriarchal behaviour.

This entire argument goes beyond Deepika Padukone and into the space of women and media created perceptions. I would argue that it is not Bollywood or item numbers that demean women, rather it is these sorts of attitudes that do. When a leading newspaper tells 'you that you flaunt you body, therefore we can peep into your cleavage' it is far more dangerous than the head of a feudal setup saying something similar. We know we should oppose the latter as it is antediluvian and archaic insofar as its perception of women is concerned. But, what about the former? If the feudal organisations think of women as their property, this treats women as much the same. And frankly, there is not much to choose from between the two ways of seeing women. Except that one is in English and the other is in an Indian language.

Finally,

A 'roadside romeo' is lumpen, but a media house peeking down a woman's cleavage is 'respectable'. A khap panchayat that says a woman must be well covered to avoid rape is regressive, and a leading English daily which asks but if you flaunt it anyway, why do we need your consent? No means no, except when we understand it as yes .

I agree with one point in the TOI article, and that is it reeks of hypocrisy. Unfortunately, it is not the hypocrisy of Ms Padukone, but of the media outlet. When the largest English Language daily in India justifies the invasion of the body of a woman – without consent – you should hardly be surprised that you have a system that justifies rape.