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Item Insensitive language content in the print media(UMT, Lahore, 2008)This study investigates and evaluates the effects of the language content on women issues as represented by the popular English print media in Pakistan, in order to identify attitudes reinforced by the language content in the newspapers towards women, and to outline the prospects for a gender sensitive print media in Pakistan. The paper examines the perceptions of men and women formed by the stereotypical language of the print media texts. A sample of graduate students as well as professional participants was selected and surveyed to determine the relationships between po^ayal of women by the print media and the awareness of existence/non-existence of gender bias in the language content. This study collected data from methodological triangulation. Data was collected through self-administered questionnaire, content analysis of selected English language daily Newspapers and face-to-face interviews with jourriaHsts. Articles related to women issues published in fiyeJeading English newspapers during February- April, 2008 were located and analyzed. The data revealed that the issues related to Women in Pakistani society remain generally ignored or downplayed. The overwhelming emphasis on Pakistan's predominantly patriarchal identity continues to overshadow women. The statistical tools of the Independent Samples Test and Paired Samples Test were used to determine differences in perceptions of males and female readers formed by the language content of the English News papers. Recommendations for future course of action and strategies to promote the role of a gender sensitive media in Pakistan were also made.