Browsing by Author "Ghulam Nabi, Tooba"

Now showing 1 - 1 of 1
  • Thumbnail Image
    Item
    Stereotyping of women in television commercials in Pakistan
    (University of Management and Technology Lahore, 2016) Ghulam Nabi, Tooba
    This study seeks to explore the stereotyping patterns of women in primetime television commercials. The research method of quantitative research analysis is being used in this study for leading television commercials. Four leading TV channels were selected on the basis of most popular viewership, provided by the TV channels ranking. The two most popular news channels (Geo News & Aaj News) and two most popular entertainment channels (ARY Digital & Hum TV) were selected. Commercials broadcasted in prime time, from 7pm to 10pm were included in the analysis. The TV commercials shown in the prime time on Pakistani Television were analyzed for the phenomenon of gender stereotyping, focusing on women The unit of analysis was a full commercial for a product. With the help of literature eight coding categories were adapted in the content analysis. The instrument used to collect data, was closed ended questionnaire. SPSS 17 (Statistical Package for Social Science) software was used to analyze data in the form of Pearson chi-square test and frequencies & percentage of responses are shown in tables. The dissertation concluded that women are presented as dependent and more in subordinate positions and as users of products than men. Pakistani television commercials present women in specific manner and in particular role which mostly depicts average women of Pakistani society. Rarely females are presented in leading characters and roles e.g. administrators, supervisors and heads of business originations. They are given an impression by the media that they are dependent creatures and cannot work independently. They either need the help of their fathers’ brothers or their husbands. And that they are not able to move and work separately. The need is to bring change in the stereotypical presentation of females to make them equal contributors in society.