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Subscription or Subversion: Gender Representation in Pakistani Television Commercials

Thesis Info

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External Link

Author

Nasir, Muhammad Haseeb.

Program

PhD

Country

Pakistan

Thesis Completing Year

2017-01

Thesis Completion Status

Completed

Subject

English Language & Literature

Language

English

Link

http://prr.hec.gov.pk/jspui/bitstream/123456789/9325/1/Muhammad%20Haseed%20Nasir.pdf

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676725060167

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Title: Subscription or Subversion: Gender Representation in Pakistani TV Commercials. 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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پروفیسرڈاکٹر سید محمد فاروق بخاری

ڈاکٹر سید محمد فاروق بخاری
مئی کے آخر یا جون کے شروع میں جناب شوکت حسین کینگ مدیر ماہنامہ الاعتقاد سری نگر کے ایک مکتوب سے یہ معلوم کر کے بڑا دُکھ اور سخت افسوس ہوا کہ ریاست کشمیر کے مشہور صاحبِ علم و قلم پروفیسر ڈاکٹر سید محمد فاروق بخاری طویل علالت کے بعد ۱۹؍ ذی الحجہ ۱۴۱۷؁ھ؍ ۲۷؍ اپریل ۱۹۹۷؁ء کو رحلت فرماگئے، یہ اطلاع خود ہی تاخیر سے ملی تھی اور باوجود کوشش کے جون کے معارف میں ان پر نوٹ شایع کرنے کی گنجائش نہیں نکلی۔
بخاری صاحب کی عمر ابھی زیادہ نہ تھی اور ان سے بڑی توقعات وابستہ تھیں مگر موت کا وقت معین ہے، اس میں تقدیم و تاخیر نہیں ہوتی، فاروق صاحب ۲۷؍ جون ۱۹۴۹؁ء کو پیدا ہوئے تھے، ان کا خاندان علمی، دینی اور روحانی فضیلت کا حامل تھا، ان کے والد بزرگوار مولانا سید محمد قاسم بخاری کو جو ابھی خدا کے فضل سے بقید حیات ہیں مولانا مفتی کفایت اﷲ دہلوی سے شرف تلمذ حاصل تھا۔ موصوف انجمن تبلیغ الاسلام جموں و کشمیر کے صدر اور حنفی عربی کالج سری نگر کے بانی مہتمم ہیں، کشمیر کے اس بخاری خانوادے کانسبی سلسلہ حضرت شیخ عبدالقادر جیلانی سے ملتا ہے مولانا سید عطاء اﷲ شاہ بخاری بھی اسی خاندان کے چشم و چراغ تھے۔
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