Browsing by Author "Muhammad Yousaf Haroon"

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    Critical discourse analysis of gender representation in media discourse
    (UMT.Lahore, 2023) Muhammad Yousaf Haroon
    This study intended to show through critical discourse analysis of primetime Pakistani TV advertisements that how voice is employed to create female gender roles. The study is qualitative in nature. In the qualitative method, critical discourse analysis has been selected in which Fairclough’s 3d model is used for analysing data. The reason for selecting the qualitative method is that the researcher can evaluate the issues and subjects in-depth and detail as the data collected in this study is dependent on the human experiences which becomes more powerful and compelling. For the undertaken analysis, the data were collected from four (4) Drama channels and twenty-five (25) advertisements had been selected through a random sampling technique. The selected advertisements had been analysed under certain headings which are text (description), Interaction (interpretation), and context (explanation), and analyses the gender roles and identities created for the females through selected advertisements. This study deals with the social context which tells us that advertisements play a major role in marketing the products for the people and these advertisements are important as they also reflect and shape our society. This study also provides certain theories that people are biased in creating gender roles and through this, a distinction can be seen between male and female genders. The discourses discussed in this study are to look at the voice given to the females and also the occasions how that voice is interpreted.