A CRITICAL DISCURSIVE ANALYSIS OF WOMEN’S OBJECTIFICATION IN ELECTRONIC MEDIA OF PAKISTAN

Abstract

Despite the growth of Pakistani media as a lavish industry, there are significant concerns regarding the depiction of women in advertisements, particularly their portrayal as commodities. This critical discourse analysis examines how Pakistani electronic media perpetuates the objectification of women, associating success with the color of their skin, the shine of their hair, and social media influence. This study aims to expose the hidden agendas that reduce women to mere objects, reinforcing misogynistic and chauvinistic ideologies largely catering to the male gaze within a male-dominated industry, in current advertisements in Pakistan that objectify women using Norman Fairclough’s 3D model (Brite washing powder, Slice juice, and Sunsilk shampoo). The finding highlights the media's manipulation of beauty standards, favoring fair-skinned women and marginalizing dark-skinned ones. This study has observed the role of media in shaping societal attitudes and behavior. Through a lens of Critical Discourse Analysis, this study reveals the media's manipulative strategies and provides viable solutions to address the escalating issues of women's objectification in Pakistan.