EXPLORING GENDER STEREOTYPES IN MEDIA ADVERTS: A MULTIMODAL ANALYSIS
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Keywords

Media adverts
Multimodal discourse analysis
Hegemonic ideology
Sexual objectification

How to Cite

Tehseem, T., Sibtain, M., & Obaid, Z. (2018). EXPLORING GENDER STEREOTYPES IN MEDIA ADVERTS: A MULTIMODAL ANALYSIS. Journal of Social Sciences and Humanities, 57(2), 155–175. https://doi.org/10.46568/jssh.v57i2.42

Abstract

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.

https://doi.org/10.46568/jssh.v57i2.42
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Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Copyright (c) 2018 Dr.Tazanfal Tehseem, Dr.Masroor Sibtain, Zara Obaid

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