SOCIO CULTURAL ANALYSIS OF MUZZ APP BILLBOARDS IN DEFYING MUSLIMS MARRIAGE NORMS

Abstract

This study draws focus on how advertisements attract their audience by reflecting or reshaping culture and society. This research critically analyzes the Muzz App’s Billboards to evaluate how these advertisements use humor, visuals, and discourse to challenge traditional Muslim marriage norms within an Islamic society.  By putting tradition and modernity together, Muzz app’s advertisements promote self arranged marriages as an alternative to traditional matchmaking practices. Vygotsky's Sociocultural Theory provides a theoretical framework to examine how these billboards interact with cultural context and influence societal behavior. Findings suggest that advertisements do not only promote the brands but also influence the cultural narratives and set the new norms in the society.