A Semiotic Analysis of Gender Discursive Patterns in Pakistani Television Commercials

Abstract

The study is multidisciplinary that ventures into the domains of semiotics, linguistics and cultural studies. Media has become one of the most viable social institutions of disseminating information to a wider audience. It has got power to (re)frame the ideology of larger audience through its visual/linguistic content and to pave the way to social change. The current study aims to investigate the manifestation of gender discursive patterns in the Pakistani television commercials. This study draws its theoretical foundation on the theory of semiotics propounded by Dyer (1982) in her book Advertising as Communication. Semiotics is conceived an appropriate tool for the critical inquiry of the televised commercials because of its wide ranging acceptability and reliability in the meaning making process. Williamson (1978), Dyer (1982) and Jhally (1990) not only recommended but they also practically employed semiotics as a tool of investigation for critically examining the meaning making process in the commercials that enhances the reliability and validity of semiotics as a tool of inquiry. The data for the current study comprises television commercials broadcasted on famous Pakistani television channels. The sampling technique is based on non-probability purposive sampling. The rationale of choosing purposive sampling technique is to include only those commercials which reflect gender representation. The findings of the study highlight that the commercials present layers of meanings via semiotic modes at symbolic level where men and women are displayed in stereotypical manner. The existing gender narratives in the Pakistani commercials subscribes to patriarchal structures. The study presents recommendations about 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.

Semiotic Approach Towards Analyzing TV Advertisements: A Critical Discourse Analysis

“…Electronic media advertising influences people's buying behavior, attitudes, and lifestyles. The importance of advertising cannot be overlooked as it is the most readily available source of spreading information, knowledge, and entertainment (Nasir, 2018). Media content, text, and images represent socio-cultural values and strengthen the belief system of a convoluted society.…”

“…Iftikhar, Aziz, and Latif (2011) found that an advertisement is considered successful if it reveals the identity of gender and exposes female models to change customers' purchase intentions against the religious values of Islam. Media content becomes a hindrance by portraying stereotypic gender roles, glorification of women, false representation of oppressed society, and unfair malpractices to represent the negative image of societal values (Nasir, 2018).…”

“…In this way, advertising practices are influenced by diverse societies', cultural values and norms (Kadir & Al-Aidaros, 2015). There are several research studies examining the influence of advertising in a Western context, but only a few studies have looked at advertising from an Islamic perspective, specifically from the context of Muslim consumers (Anjum, Irum, & Naheed, 2015;Iftikhar, Aziz, & Latif, 2011;Iftikhar & Islam, 2016;Nasir, 2018;Aziz & Ahmed, 2021). This current study aims to reflect the advertisement practices in Pakistan from the standpoint of Islamic ethical perspective.…”

“…The commercialization of the media involves advertisements of female models as an object of beauty, which causes immense harm to the image of Islamic society (Anjum, Irum, & Naheed, 2015). It affects the decision power of consumers and manipulates their ideas of choosing right and wrong concerning their needs (Nasir, 2018). In Pakistan, there is a regulatory authority that controls the regulation of media content on television.…”

A Semiotic Approach to Understanding Advertisements

“…In the field of semiotics, Nasir (2018) carried out a study in which he investigated gender discursive patterns in TV commercials in Pakistan. He aimed to highlight the representation of gender-binary relations that existed in Pakistani TV commercials.…”