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This paper aims at identifying socio-cultural portrayal of women through
representational, interactive and compositional meanings with a focus on gender
stereotypes propagated by media advertisements in Pakistan. Media adverts as such are
an instrumental tool for manipulating attitudes and behavior of large and diverse
audience for example, a large body of data reveals that women are portrayed in media to
stylize their physical attributes to tempt and persuade customers. Therefore,
advertisements are instrumental in creating a certain mind-set by shaping an ideology
through highlighting the hegemonic representation of men and sexual objectification of
women for creating an erotic fantasy. The data for the study comprises print media
adverts which were randomly collected to have primarily advertised Pakistan TV
morning shows, home products and cosmetics and have been selected on an assumption
that they embody a socio-cultural perspective. The findings show that the selected adverts
project the world of male chauvinism where women are shown as the facilitating sexual
objects.
Tazanfal Tehseem, Masroor Sibtain, Zara Obaid. (2018) EXPLORING GENDER STEREOTYPES IN MEDIA ADVERTS: A MULTIMODAL ANALYSIS, Journal of Social Science and Humanities, Volume 57, Issue 2.
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