Creative marginalization of gender: a discourse analysis of advertisements in Pakistani newspapers

Musarat Yasmin; Farhat Naseem; Malik Hassan Raza

doi:10.3846/cs.2018.5509

Creative marginalization of gender: a discourse analysis of advertisements in Pakistani newspapers

Musarat Yasmin Info

Farhat Naseem Info

Malik Hassan Raza Info

DOI: https://doi.org/10.3846/cs.2018.5509

Abstract

Creative industries have been considered crucial to the economic well-being of any country. Besides the economy, the advertising industry has been investigated in West for its influence on the minds of its consumers. Pakistan has a diversity of culture and impact of creative industries on common people is not studied yet. The present study analyses the advertising discourse to explore gender construction through language and visuals in Pakistani print media. The sample includes four national English newspapers collected over a period of one month. An asymmetrical and stereotypical portrayal of women emerges from discourse analysis. Along with gender-specific language, images are constructed to render women marginalised as compared to men in Pakistani society. Results imply that creative industries have a potential to exert an ever-lasting impact on mass-mind but have become a tool in the hands of influential people.

Article in English.

Kūrybinis lyties marginalizavimas: reklamos diskurso Pakistano laikraščiuose analizė

Santrauka

Kūrybinės industrijos traktuojamos kaip esminės bet kurios šalies ekonominei gerovei. Be ekonomikos, reklamos industrija Vakaruose tyrinėjama dėl jos įtakos vartotojų suvokimui. Pakistano kultūros įvairovė ir kūrybinių industrijų įtaka eiliniams žmonėms dar nėra ištirta. Šiame tyrime analizuojamas reklamos diskursas siekiant paaiškinti lyties konstravimą, pasitelkiant kalbą ir vizualinę medžiagą Pakistano spaudos medijose. Pavyzdyje pasitelkiami keturi angliški laikraščiai, išleisti vieno mėnesio laikotarpiu. Diskurso analizės rezultatas – asimetriškas ir stereotipinis moterų portretas. Kartu su lyčiai būdinga kalba konstruojami įvaizdžiai siekiant marginalizuoti moteris, kad būtų galima jas palyginti su vyrais Pakistano visuomenėje. Rezultatai atskleidžia, kad kūrybinės industrijos gali daryti nuolatinę įtaką masių mąstymui, tačiau yra tapusios priemone įtakingų žmonių rankose.

Reikšminiai žodžiai: reklama, kūrybinės industrijos, diskurso analizė, lyties stereotipizavimas, spaudos medijos, vizualinė analizė.

Keywords:

advertising, creative industries, discourse analysis, gender stereotyping, print media, visual analysis

How to Cite

Yasmin, M., Naseem, F., & Raza, M. H. (2018). Creative marginalization of gender: a discourse analysis of advertisements in Pakistani newspapers. Creativity Studies, 11(1), 152-161. https://doi.org/10.3846/cs.2018.5509

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Creative marginalization of gender: a discourse analysis of advertisements in Pakistani newspapers

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