Media Discourse And Gender: Issues Of Reconstruction Of Gender Ideologies In Pakistani Television Advertisements

Abstract

Traditionally Pakistani society exhibits stereotypical patriarchal gender ideologies in all spheres of life. Pakistani media also operates under the same patriarchal framework of received definitions of gender. When it comes to Pakistani television advertisements, to ensure social acceptability, typically they represent men and women in their perceived gender roles. However, recently a wave of change can be noticed in these advertisements as many advertisements challenge and/ or reconstruct gender ideologies implicitly or explicitly. In the current research advertisements selected from diverse domains including edibles, cell phones and services, beauty products and toiletries denote a change across gender stereo-typicality. The paper investigates whether, how far and in what ways gender roles and ideologies are challenged and reconstructed; and what thematic, linguistic and extra linguistic strategies are used in Pakistani television advertisements. It is expected that the paper will provide insights into the processes of reconstruction of gender ideologies in Pakistan.