EMPOWERMENT IN EXPRESSION: ANALYSING THE LANGUAGE OF AURAT MARCH SLOGANS

Abstract

The present study elucidates the complex relationship between the explicit content of specific discourse and the factors that influence its meaning, encompassing both pivotal linguistic and non-linguistic elements. These elements include vocabulary selection, visual representations, tone, style, gestures, and body language, collectively referred to as multimodality. This interplay can result in a message that diverges from its original intent. The research underscores the significant role of these linguistic and semiotic factors in the process of meaning-making, as evidenced by a critical analysis of three slogans from the Aurat March. The study analyses three slogans displayed in the Aurat March procession carried out in 2018, interprets the responses of public gathered through questionnaire and dialogues. By employing a mixed methods approach, the research applied multimodality framework by (). The multimodal discourse analysis and survey research have been used as the method of the study. Survey data reveals that 65% of respondents believe Aurat March slogans fail to align with feminist goals, citing ambiguous or “tactless” depictions on placards. Many felt the slogans used vulgar language that disregards Pakistani cultural norms and Islamic values, generating backlash. Some participants suggested that slogans should be carefully crafted to align with feminist principles and avoid causing offense. Further, the slogans have stirred significant public reaction due to their perceived controversial and provocative nature. The introspective nature of this analysis serves as a catalyst for raising awareness about the importance of mindful communication. Such awareness is essential for fostering personal and professional growth, enhancing comprehension, and minimizing misinterpretations that often lead to misunderstandings and conflict, as observed in the context of the Aurat March.