Semiotics and Gender Representation in Pakistani TVCs: Unraveling the Hidden Messages
DOI:
https://doi.org/10.21015/vtess.v11i2.1545Abstract
This study scrutinizes the portrayal of gender identity in Pakistani television commercials, shedding insight on the intricate process of co-constructed understanding within this context. Leveraging Gillian Dyer's seminal semiotic framework, the research investigates how symbols, visual metaphors, and icons communicate and shape gender realities. Through a qualitative research design, a sample of seven Television commercials, from prominent Pakistani channels has been examined to critically analyze the stereotypical perceptions of gender and traditional narratives. The findings illuminate the transformative potential of these advertisements, as they defy patriarchal ideologies and inspire gender equality. This research not only contributes to the advancement of gender discourse but also provides valuable insights for policymakers and stakeholders seeking to foster an inclusive society that embraces diverse expressions of gender identity. Ultimately, this study showcases the indelible influence of Pakistani television commercials in shaping perceptions of gender and forging a path toward a more enlightened and equitable future.
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