ORIGIN ERASED: AN EXPLORATION OF ANTHROPOCENTRICITY AND AMBIVALENCE IN THE DISCOURSE OF PAKISTANI LEATHER-SELLING BRANDS

Abstract

The study aims to unveil the anthropocentricity and ambivalence present in the discourse of leather-selling brands. It is conducted with special reference to Pakistani-origin brands. Two well-reputed brands of Pakistan are chosen as samples for conduction of the study. These two brands are: Jafferjees, one of the oldest brands of Pakistan established back in 1880 in Quetta, then British India; and, Kordovan Leather is a brand with an experience of almost 130 years in the leather industry. The latter brand brought the concept of vegan leather for the first time in Pakistan in 2020. A tailored framework made from amalgam of elements from Kress and Leeuwen’s multimodality theory and Stibbe’s concept of erasure is applied to direct the study. The study manifested that there is a trend of catchy phrases which implicitly advocates for anthropocentric tendencies in the online realm. Additionally, these tendencies are achieved not only through linear discourse, but ambivalence is there in these discourses to account for a more captivating display of the products to enhance consumerism of the leather products.