Stereotypical Identities Discourse Analysis of Media Images of Women in Pakistan

Authors

https://doi.org/10.17583/generos.2015.1502

Keywords:


Downloads

Abstract

Stereotypical portrayal of women through images and text in the media has been discussed and debated widely across the globe. The area remains relatively under published in the context of the third world especially Pakistan. To fill this gap this paper is an attempt to examine the role of the media in creating gender identities. Data for this study comes from selected English language newspaper namely “THE NEWS”. Discourse analysis of text and images - the most common way of producing and transmitting social meaning attached to social realities was employed to interpret of the data. The data reveals that the images and text produced through the media are biased, patriarchal and they reinforce male hegemony and control over women’s bodies and their minds. By doing this the media is strengthening the existing power structure of the Pakistani society. The images of women produced are those of victims of violence both domestic and public, sex objects, passive, dependent, weak and engaged in domestic roles. Consequently, standard images of feminity are idealized and normalized in the real world. Such practices act as barrier for women to escape traditional gender roles and expectations. The study argues that such images reinforce stereotypical roles and hence promote gender inequality instead of emancipation.

Downloads

Download data is not yet available.

Author Biographies

Rabia Ali, International Islamic University Islamabad

Assistant Professor, Sociology

Saira Batool, International Islamic University Islamabad

Lecturer, Sociology

References

Ahmar, T. (2004). “Gender and Media: Pakistan Perspective” SAFMA Regional Workshop Gender and Media in South Asia, Kathmandu, Nepal. www.southasianmedia.net.

Google Scholar Crossref

Ali, S. M. (2009, April 7). Development: The human trafficking problem. Daily Times. Retrieved Aug 24 2010 from www. Dailytimes. com.pk.

Google Scholar Crossref

Amber, S. (2002). Portrayal of women in Media. [Unpublished Master’s Thesis] Department of Mass Communication, University of the Punjab, Lahore, Pakistan.

Google Scholar Crossref

Amnesty International. (1999). "Pakistan: Honor Killings of Girls and Women" retrieved 13 December 2006 from http://web.amnesty.org/library/Index/eng ASA330181999.

Google Scholar Crossref

Asian Human Rights Commission (2008). “Pakistan: Five women buried alive, allegedly by the brother of a minister.” Retrieved 15 November 2014 from http://unesdoc.unesco.org.

Google Scholar Crossref

Balz, D. (2006). “Clinton is a Politician Not Easily Defined” The Washington Post 30/May/2006, Print.

Google Scholar Crossref

Behm-Morawitz, E. & Mastro, D. (2008, Spring). Mean girls? The influence of gender portrayals in teen movies on emerging adults’ gender-based attitudes and beliefs. Journalism and Mass Communication Quarterly, 85, 131-146.

Google Scholar Crossref

Brikse, I. (2004). The role of the mass media in the (re)distribution of power: A comparative report. Report for the project “Mass media in the (re)distribution of power” Community Framework Strategy on Gender Equality (2001-2005).

Google Scholar Crossref

Bryman, A. (2008). Social Research Methods. 3rd edition, Oxford: Oxford University Press.

Google Scholar Crossref

Carter, C. & Steiner, L. (2003). Introduction. In C. Carter & L. Steiner (Eds.). Critical readings: Media and gender (pp. 1-10). Berkshire: Open University Press.

Google Scholar Crossref

Carter, C. & Steiner, L. (2004). Critical readings: Media and gender. Maidenhead: Open University Press.

Google Scholar Crossref

Cheema, I. K. (2011). Trafficking of Women in South Asia. Retrieved December 2014 from URL: http://www.pu.edu.pk/english/jrh/previous_pdf/Iqtidar%20Karamat%20Cheema.pdf.

Google Scholar Crossref

Chopra, A. ( 2008). Portrayal of Women in Print Media. Retrieved June 22 2008 from Respondent web site :http://www.responsenet.org/show.detail.asp?id=8655

Google Scholar Crossref

Collins, R. L. (2011). Content Analysis of Gender Roles in Media: Where Are We Now and Where Should We Go? Sex Roles, 64:290–298.

Google Scholar Crossref

Consalvo, M. (1998). Hegemony, domestic violence, and Cops: a critique of concordance. Journal of Popular Film and Television, 26(2), 62-70.

Google Scholar Crossref

Curran, J., Gurevitch, M., & Woollacott, J. (1982). The study of the media: Theoretical approaches. In J. Curran, M. Gurevitch, & J. Woollacott (Eds.), Culture, society and the media (pp. 11-29). London: Methuen.

Google Scholar Crossref

Devereaux, E. (2003). Understanding the media. London: Sage.

Google Scholar Crossref

Dickey, J. (2006). Out of Focus, Journal of the CPBF. The free Press. London: UK

Google Scholar Crossref

Ebrahim, (2007). “Death penalty:"Swara" killings in Pakistan continue”. Inter press services news agency. Available on 'http://ipsnews.net/news.asp?idnews=34896retrieved on 8th Jan, 2007.

Google Scholar Crossref

Eisend, M. (2010). A meta-analysis of gender roles in advertising. Journal of the Academy of Marketing Science, 38, 418-440. doi: 10.1007/s11747-009-0181-x

Google Scholar Crossref

Elasmar, M., Hasegawa, K., & Brain, M. (1999). The portrayal of women in U.S. prime-time television. Journal of Broadcasting & Electronic Media, 43, 20-35.

Google Scholar Crossref

England, D. E., Descartes, L. & Collier-Meek, M. A. (2011). Gender Role Portrayal and the Disney Princesses. Sex Roles, 64:555–567.

Google Scholar Crossref

Fairclough, N. (1995). Media discourse. London: Edward Arnold.

Google Scholar Crossref

Foucault, M. (1972). The Archeology of Knowledge (London: Routledge, 1972/1995 ed, trans R. Sheridan).

Google Scholar Crossref

Foucault, Michel (1973). El orden del discurso. Barcelona: Tusquets.

Google Scholar Crossref

Foucault, M. (1981).The Order of Discourse. In: Young, R. (1981). Untying the text : A post-structuralist reader. Boston: Routledge & Kegan Paul. 51-78.

Google Scholar Crossref

Foucault, Michel. 1982. “The Subject and Power”. Critical Inquiry. 8(4): 777-795.

Google Scholar Crossref

Gilpatric, K. (2010). Violent female action characters in contemporary American cinema. Sex Roles, 62:734–746.

Google Scholar Crossref

Giltlin, T. (1980). The whole world is watching. Berkeley: University of California Press.

Google Scholar Crossref

Glascock, J. (2001). Gender roles on prime-time network television: Demographics and advertisements and gender role expectations. Journalism & Mass Communication Quarterly, 73, 379-388.

Google Scholar Crossref

Goffman, E. (1978). Gender Advertisements. Cambridge, MA: Harvard University Press.

Google Scholar Crossref

Graham, L. (2005). Discourse Analysis and the Critical Use of Foucault. Paper Presented at the Australian Association for Research in Education, Annual Conference Sydney. 27 November, 1st December.

Google Scholar Crossref

Graydon, S. (2004). In Your Face: The Culture of Beauty and You. Toronto: Annick Press.

Google Scholar Crossref

Grosz, E. (2010). The practice of feminist theory, Differences: A Journal of Feminist Cultural Studies, 21, 94-108. doi: 10.1215/10407391-2009-019.

Google Scholar Crossref

Hall et al (1994). Women and “body-isms” in television beer commercials. Journal of Sex Roles: 31: 3: 329-337. Arizona State University West, USA. Springer Netherlands.

Google Scholar Crossref

Hall, S. (ed) (1997). Representation: Cultural representations and signifying practices. London: Sage, Open University Press.

Google Scholar Crossref

Hardt, H. (2004). Myths for the Masses: an essay on mass communication. London: Blackwell.

Google Scholar Crossref

Hassan, Y. (1995). “The haven becomes hell: A study of domestic violence in Pakistan”

Google Scholar Crossref

Humaira, P. (1984). Impact of T.V. Advertisements on Housewives. [Unpublished thesis] Department of Sociology, University of the Punjab, Lahore.

Google Scholar Crossref

Javed, T. (2005). A gender writer. (Writes in national English daily ‘The News’)

Google Scholar Crossref

Jones, A. Next Time She’ll Be Dead: Battering and How to Stop It. Boston: Beacon Press,1994.

Google Scholar Crossref

Jorgensen, M. & Phillips, L. (2002). Discourse Analysis as Theory and Method. London: Sage.

Google Scholar Crossref

Joseph, A. K. S. (2006). Whose News? The Media and Women Issues (2nd ed.). (K. S. Ammu Joeph, Ed.) New Delhi: Sage Publications India Pvt Ltd

Google Scholar Crossref

Kazi, S. & Raza, B. (1991). Duality of Female Employment in Pakistan. The Pakistan Development Review. 30(4). pp. 733-743.

Google Scholar Crossref

Kilbourne, J. (1999). Deadly persuasion: Why women and girls must fight the addictive power of advertising. New York: The Free Press.

Google Scholar Crossref

Lacey, N. (2000). Narrative and genre: key concepts in media studies. Basingstoke: Macmillan.

Google Scholar Crossref

Lafky, S., & Duffy, M. (1996). Looking through gendered lenses: Female stereotyping in

Google Scholar Crossref

Lahore: Shirkat Gah.

Google Scholar Crossref

Lang, K., & Lang, G. (1971). The unique perspective of television and its effects: A pilot study. In W. Schramm & D. Roberts (Eds.), The process and effects of mass communication (pp. 84-99). Urbana: University of Illinois Press.

Google Scholar Crossref

Lauzen, Martha M. & Dozier, David M. (2005). Maintaining the Double Standard: Portrayals of Age and Gender in Popular Film. Sex Roles, 52:437-446.

Google Scholar Crossref

McDonell, T. (2003). The cover story. Sports Illustrated, 99(18). Retrieved April 2, 2004, from EBSCO database.

Google Scholar Crossref

Michell, P. C. N. & Taylor, W. (1990). Polarizing trends in female role portrayals in UK advertising. European Journal of Marketing, 24(5), 41-49.

Google Scholar Crossref

Morgan, M., Shanahan, J., & Signorielli, N. (2009). Growing up With Television: Cultivation Processes In Bryant, J.,& Oliver, M.B. (Eds.). Media effects: Advances in theory and research (3rd) (pp. 34-49). Hillsdale, NJ: Erlbaum.

Google Scholar Crossref

Morris, P. (2006). Gender in print advertisements: A snapshot of representations from around the world. Media Report to Women, 34, 13-20.

Google Scholar Crossref

Pantti, M. (2006). “Gender, Politics and Media: Challenging Stereotypes, Promoting Diversity, Strengthening Equality.” Portraying Politics.

Google Scholar Crossref

Peirce, K (1990). A feminist theoretical perspective on the socialization of teenage girls through Seventeen magazine Sex Roles 73,491-590.

Google Scholar Crossref

Polivy, J. & Herman, C. (2004). Socio-cultural idealization of thin female body shapes: An introduction to the special issue on body image and eating disorders. Journal of Social and Clinical Psychology, 23, 1-6.

Google Scholar Crossref

Rehman, F. (2009). “Violence against women turning from bad to worse”, Retrieved April 20, 2010, from http://www.nation.com.pk/pakistan-news-newspaper-daily-englishonline/Regional/04-Sep-2009/Violence-against-women-turning-from-bad-to-worse.

Google Scholar Crossref

Rinehart, Nicholas. “Harvard College Women’s Center Sponsors Lecture on Women in Politics .” The Harvard Crimson. N.P., 10/11/2010. Web. 12 Apr 2011.

Google Scholar Crossref

Ross, K. &Sreberny, A. (2000) Women in the house: media representation of British politicians. In Sreberny, A. & van Zoonen, L. (Eds.) Gender, Politics and Communication.Creskill: Hampton Press, 79-99.

Google Scholar Crossref

Rouner, D., Slater, M., & Domenech-Rodriguez, M. (2003) Adolescent evaluation of gender role and sexual imagery in television advertisements. Journal of Broadcasting & Electronic Media, 47, 435-454.

Google Scholar Crossref

Bokhari, S. (2012). Group Editor, daily, ‘The News’. (English newspaper).

Google Scholar Crossref

Sardar, F., Mumtaz, N. , Hossein, S. and Mayoux, L. (2005). "Women and Men's Views of Empowerment: Kashf Empowerment Diamonds." Retrieved Nov 2007, from http://www.genfinance.info/Documents/Kashf%20Empowerment%20Diamonds.pdf.

Google Scholar Crossref

Shaheen, S., Parveen, K. (2003). A study about portrayal of women in mass media. Department of Gender Studies,,University of the Punjab, Lahore.

Google Scholar Crossref

Signorielli, N., & McLeod, D. (1994, Winter). Gender stereotypes in MTV commercials: The beat goes on. Journal of Broadcasting & Electronic Media, 38, 91-102.

Google Scholar Crossref

Skornia, H. J. (1977). ‘The great American Teaching Machine—of Violence Intellect.’ P. 347 Cited In “Introduction Mass Communication (2nd Ed) P253.

Google Scholar Crossref

Starr, D. (2009). How Toys Teach Children Stereotypical Gender Roles: A Look Inside a Local Toy Store. North Carolina State University. Retrieved from http://www.unc.edu.

Google Scholar Crossref

Truong T. D. (2006). Poverty, Gender and Human Trafficking in Sub-Saharan Africa: Rethinking Best practices in Migration Management. Retrieved from URL: http://unesdoc.unesco.org/images/0014/001432/143227e.pdf.

Google Scholar Crossref

Tuchman, G. (1979). Making news: A study in the construction of reality. New York: Free Press.

Google Scholar Crossref

Ullah, H. Khan, N. H. (2014). The Objectification of Women in Television Advertisement in Pakistan. FWU Journal of Social Sciences 8(2). 26-35.

Google Scholar Crossref

Ullah, H., & Ali, J. (2013). Power on the Pages of Textbooks. Examining Class Hierarchies. Middle Eastern Journal of Scientific Studies. 14(1): 53 – 62.

Google Scholar Crossref

Ward, M. & Friedman, K. (2006) Using TV as a guide: associations between television viewing and adolescents’ sexual attitudes and behavior. Journal of Research on Adolescence, 16(1), 133-156.

Google Scholar Crossref

Wood, J. T., & Reich, N. M. (2006). Gendered communication styles. Intercultural communication: A reader, 177-186.

Google Scholar Crossref

Zia, A. (2007). Media And Gender: Pakistani Perspective, 16th AMIC Annual Conference June. 25-28, 2007, Singapore.

Google Scholar Crossref

Downloads

Published

2015-06-25

Almetric

Dimensions

How to Cite

Ali, R., & Batool, S. (2015). Stereotypical Identities Discourse Analysis of Media Images of Women in Pakistan. Multidisciplinary Journal of Gender Studies, 4(2), 690–717. https://doi.org/10.17583/generos.2015.1502

Issue

Section

Articles