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Subscription or Subversion: Gender Representation in Pakistani Television Commercials

Thesis Info

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Author

Nasir, Muhammad Haseeb

Program

PhD

Institute

National University of Modern Languages

City

Islamabad

Province

Islamabad

Country

Pakistan

Thesis Completing Year

2018

Thesis Completion Status

Completed

Subject

English Language & Literature

Language

English

Link

http://prr.hec.gov.pk/jspui/bitstream/123456789/12807/1/Muhammad_Haseeb_Nasir_English_HSR_2018_25.09.2018.pdf

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676725059744

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The current interdisciplinary research falls into the domains of semiotics, linguistics and cultural studies. Television commercials, having the power to (re)frame the ideology of larger audience through its visual/linguistic content and agency to pave the way to social change have become one of the most viable social institutions of disseminating information to a wider audience. In any of its forms, media construct the image of men and women differently associating with them specific traits regarding their activities, roles and position. The commercials are considered persuasive and efficient modes of representation, having strong impact on the social perception of the viewers. The current study aims to investigate the representation of gender-binary relations in the Pakistani television commercials. The study also imbues the broader socio-cultural factors which help to identify the representational and positional value of men and women. The study analyzes whether gender representation in the Pakistani television commercials subscribes to or subverts the traditional gender narratives. The researcher finds a gap in the area of research, as most of the studies have been produced on gender equality and representation in the Euro-American sphere and a few in Pakistani context, but there is a wide scope of research on gender representation with semiotic perspective. The current study draws its theoretical foundation on the theory of semiotics propounded by Dyer (1982) in her book Advertising as Communication. Semiotics is conceived as an appropriate tool for the critical inquiry of the television commercials because of its widely ranging acceptability and reliability in the meaning making process as suggested by Williamson (1978), Dyer (1982) and Jhally (1990). The data for the current study comprises television commercials broadcast on famous Pakistani television channels. The sampling technique is based on non-probability purposive sampling with the rationale of choosing this technique to include only those commercials which largely reflect gender representation. The study finds that the commercials present layers of meanings via semiotic modes at symbolic level where men and women are displayed in stereotypical manner, subscribing to patriarchal structures. The study recommends the change in the content of the televised material and also highlights the unexplored avenues which can be brought under considerations by the future researchers.
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یہ مری آنکھ کا جو پانی ہے

یہ مری آنکھ کا جو پانی ہے
پوچھ مت اس میں کیا کہانی ہے

میں نے دیکھا ہے اُس کے لہجے کو
اُس میں جہلم کی سی روانی ہے

قصۂ دل بھی تم سے کہنا ہے
روح کی داستاں سنانی ہے

آنکھ ہے شبنمی سے گالوں پر
رات رنگوں میں اب بتانی ہے

حیرتیں ان کے سامنے گم ہیں
کیا صباحت ہے، کیا جوانی ہے

جان و دل تم پہ وار بیٹھی فضاؔ
کیا غضب کی تری دوانی ہے

عصر حاضر میں مسلم ریاست کے غیر مسلم ریاستوں سے تعلقات: معاہدات نبوی کے تناظر میں

The Holy Prophet a made several treaties to create a Peaceful state and good neighborly relations with neighboring tribes and Counteries of the Islamic State. He also held peace treaties, which are beneficial to the Muslims in particular and humanity in general. These treaties are effective means of ensuring peace and security and to strengthen the provision of human rights. This study is to highlight the humanitarian dimensions of the treaties of the Prophet to be an invitation aimed at consolidating human values and lay theories of tolerance for coexistence cream among the various nations of the contemporary world, cutting the road on the theories of clash between civilizations to disrupt the harmony and world peace

Ethnobotanical and Biodiversity Studies of Common Trees and Shrubs Along With Nexus Between Climate Change and Gene Diversity of Juniperus Excelsa in Zarghoon Ecosystem, Balochistan Pakistan

The Biodiversity assessment using ethnobotanical and ecological inspection complemented by genetic variation investigation of tree Juniperus excela was undertaken in Zarghoon Juniper Forest during the years 2009-11. In contemporary study the illustrious data assortment procedure entitled Participatory Rural Appraisal (PRA)-Type Participatory Assessment of Natural Resources (PANR) was applied. PRA tools social map, transit walk, structured, semi structured interviews and pie diagrams were used. PRA was piloted in five villages as central habitat of five constellations embraced of total 17 villages in Zarghoon Juniper ecosystem.Meetings with local communities both male and female separately were conducted and PRA tool carried out using charts and markers. Ethnobotanical assessment revealed that 60%, 35% and 5% medicines were used orally, topically and boiled to inhale, respectively. Correspondingly, in case of parts of plants usage 57, 26, 10 and 7% leaves, seeds, flower and roots were used, respectively. The socio-economic condition of the area indicated local community was deficient of basic amenities of life. The dependency on natural resources was high and unplanned land fragmentation occurred as the major source of income (90%) was from agriculture and livestock rearing and only 10% income by trade, services and labor. Rate of deforestation assessed by counting cut stumps, ranged from 6.69 to 4.70/acre. Average Diameter at Breast Height (DBH) in inches above ground at 4.5 measured and that ranged from highest 37.13 to lowest as 29.40. Goat made the dominant livestock population of 75%, sheep 23% and donkey 2%. Sex ratio of J. excelsa showed predominance of male with a mean value of 103±23ha-1 (58%), followed by female 64±51 ha-1 (36%) while bisexual were very rare (6%).Anthropogenic pressure like lopping for timber 28%, fuel wood 56%, debarking 11% and fencing 5% of Juniper tree equally treacherous at all populations. Leaf samples of the key species J. excelsa were collected for DNA isolation as no genetic analysis was ever carried out in this area. Owing to the existence of impurities of high magnitude of secondary metabolites, a novel protocol was generated to isolate pure DNA essentially for tree J. excelsa, which exhibited rich genetic resources and diversity. Six microsatellite primers were inspected and four showed considerable polymorphic amplifications. The percentage of polymorphic bands of populations was great with a variation of 8.8% as of maximum (61.8%) at Killi Shaban and minimum (53%) at Gunda. The polymorphism decreased with decrease in cover. The genetic diversity among populations also varied greatly, from 0.1012 - 0.2012 and their order in five villages were as Killi Shaban > Killi Tor Shore > Medadzai > Sarobai> Gunda. Results revealed a positive correlation between genetic diversity and annual mean precipitation, high and low temp and soil pH, and variance in these due to climate change might intimidate the genetic diversity and resources. The traditional healers are dwindling in number and traditional knowledge is threatened and might be exterminated in near future since younger generation is least interested in it. Therefore, it is preordained to preserve the indigenous knowledge. Geographical distance and density might have sound effects on genetic relationships, because genetic diversity improved even at short distance. Existing anthropogenic pressure on ecosystem can be curtailed by regulations implementations and financial assistance for sustainable resourse utilization to the unique Juniper ecosystem of Zarghoon.