scholarly journals Manifestation of Gender-Binaries in Pakistani Television Commercials: A Semiotic Analysis

2018 ◽  
Vol III (I) ◽  
pp. 355-375
Author(s):  
Muhammad Haseeb Nasir ◽  
Muhammad Safiullah ◽  
Sana Hussan
Keyword(s):  
Social Change ◽  
Meaning Making ◽  
Social Institutions ◽  
Sampling Technique ◽  
Media Discourse ◽  
Semiotic Analysis ◽  
Television Commercials ◽  
Theoretical Underpinning ◽  
Men And Women ◽  
Gender Binary

The current study investigates the prevalent gender-binary narrative in Pakistani television commercials. It tends to portray the dominant gender representational mechanisms which are implicitly employed by the advertisers. Television commercials, having the power to (re)frame the ideology of larger audience through visual/linguistic content and agency to pave the way for social change have become one of the most viable social institutions of disseminating information to a wider audience. The theoretical underpinning of the study is based on the theory of semiotics outlined by Dyer in “Advertising as Communication”. Semiotics is considered a critical tool for investigating meaning making process in media discourse because of its wideranged acceptability and reliability. The data for the current study comprise television commercials which are broadcast on popular Pakistani television channels. The sampling technique is purposive in nature including only those commercials which largely reflect gender representation. The study finds the commercials presenting layers of meanings at symbolic level of semiotic modes where men and women are displayed in stereotypical manner, subscribing to patriarchal structures.

scholarly journals A Semiotic Analysis of Gender Discursive Patterns in Pakistani Television Commercials

2018 ◽  
Vol 8 (4) ◽  
pp. 192
Author(s):  
Muhammad Haseeb Nasir
Keyword(s):  
Theoretical Foundation ◽  
Meaning Making ◽  
Reliability And Validity ◽  
Social Institutions ◽  
Sampling Technique ◽  
Semiotic Analysis ◽  
Television Commercials ◽  
Men And Women ◽  
Purposive Sampling ◽  
Discursive Patterns

The study is multidisciplinary that ventures into the domains of semiotics, linguistics and cultural studies. Media has become one of the most viable social institutions of disseminating information to a wider audience. It has got power to (re)frame the ideology of larger audience through its visual/linguistic content and to pave the way to social change. The current study aims to investigate the manifestation of gender discursive patterns in the Pakistani television commercials. This study draws its theoretical foundation on the theory of semiotics propounded by Dyer (1982) in her book Advertising as Communication. Semiotics is conceived an appropriate tool for the critical inquiry of the televised commercials because of its wide ranging acceptability and reliability in the meaning making process. Williamson (1978), Dyer (1982) and Jhally (1990) not only recommended but they also practically employed semiotics as a tool of investigation for critically examining the meaning making process in the commercials that enhances the reliability and validity of semiotics as a tool of inquiry. The data for the current study comprises television commercials broadcasted on famous Pakistani television channels. The sampling technique is based on non-probability purposive sampling. The rationale of choosing purposive sampling technique is to include only those commercials which reflect gender representation. The findings of the study highlight that the commercials present layers of meanings via semiotic modes at symbolic level where men and women are displayed in stereotypical manner. The existing gender narratives in the Pakistani commercials subscribes to patriarchal structures. The study presents recommendations about the change in the content of the televised material and also highlights the unexplored avenues which can be brought under considerations by the future researchers.

scholarly journals Construction Of Female Identity In Pakistani Television Commercials (November, 2015-April, 2016): A Semiotic Analysis

2017 ◽  
Vol 14 (1) ◽  
pp. 81-110
Author(s):  
Moneeba Iftikhar ◽  
Mehwish Islam
Keyword(s):  
Belief System ◽  
Sampling Technique ◽  
Female Identity ◽  
Semiotic Analysis ◽  
Television Commercials ◽  
Policy Makers ◽  
Time Period ◽  
Pakistani Women ◽  
Tv Commercials ◽  
Sex Object

This study explores how TV commercials in Pakistan construct female identity in the present era. Advertising becomes an essential part in moulding and shaping our behaviour, attitude, values towards lifestyle and advertisers use visual, semiotic and printed text aims to convey their specific messages. This work attempts to analyze how the belief system of "flawless" and "perfect" society is created and constructed in and through advertisements. This study employed semiotic analysis as a research method to examine Pakistani TVCs. With stratified sampling technique, ten TVCs selected that appeared during intervals breaks of famous TV serials ,obtained from main three private Pakistani channels, on a week after week premise for a time of six months. TVCs were analyzed with reference to the representation of Pakistani women in selected time period. As sign frameworks are included in the construction of meaning and advertising utilizes these signs to transmit its message. The ideologically developed messages, TVCs not only depict the image of women but have additionally made that image into the affirmed part of the female identity in the society. The overall findings reveal that women identity thrive in TV commercials that repeatedly represent women as glamorized sex object, there by not reflecting the different and progressive roles of women. This study is an effort to examine the advertising practice in Pakistan that how it constructs and depicts Pakistani women. Most commercials reveal today’s Pakistani women as an independent glamorous and liberal object. This study would be significant for communication experts as well as for the policy makers who can apply it as a basis for creating and executing advertisements in future.

scholarly journals Covid-19 and Media Representation: A Multimodal Study of Positive Discourse in Pakistani Television Commercials

2021 ◽  
Vol VI (I) ◽  
pp. 197-205
Author(s):  
Muhammad Haseeb Nasir ◽  
Ejaz Mirza
Keyword(s):  
Social Institutions ◽  
Sampling Technique ◽  
Peak Time ◽  
Television Commercials ◽  
Mainstream Media ◽  
Data Collection Process ◽  
Multimodal Text ◽  
Multiple Resource ◽  
The Masses ◽  
Popular Television

The present study seeks to highlight the role of mainstream media in the dissemination of positive discourse, creating awareness among the masses with regard to the outbreak of COVID-19 in Pakistan. Media discourse plays a significant role in promoting ideology at a larger scale due to its vast viewership across the country. These ideological narratives are implicitly employed by the advertisers through several multiple resource systems. Electronic media has the power to (re)frame the ideology of a larger audience via significant visual/linguistic content and paves the way for social change through viable social institutions. The study follows the theoretical stance of Multimodal Text Analysis propounded by Kress and Leeuwan (2006). The data is comprised of some popular television commercials which are broadcast on the most viewed channels during the peak time viewership in the Pakistani context. The purposive sampling technique has been employed for the data collection process, including only those commercials that largely reflect COVID-19 patterns. The study finds that the commercials present layers of meanings via several orders of signification where the representation has been aimed at creating awareness to a greater extent among the general public so that they can take essential precautions and help to fight against the pandemic.

A Short Description of Pondok Pesantren

2019 ◽  
Author(s):  
Adib Rifqi Setiawan ◽  
Dewi Ratna Sari ◽  
Maryam Musfiroh ◽  
Rosa Amalia Iqony
Keyword(s):  
Young Men ◽  
Social Institutions ◽  
Boarding Schools ◽  
Short Description ◽  
Self Control ◽  
Individual Autonomy ◽  
Men And Women ◽  
Individual Commitment

Pesantren or Pondok Pesantren are Islamic boarding schools in Indonesia. As social institutions, pesantren have played a major role over the centuries. They emphasise cores values of sincerity, simplicity, individual autonomy, solidarity and self-control. Young men and women are separated from their families, which contributes to a sense of individual commitment to the faith and close bonding to a teacher.

scholarly journals Persuasive appeals in Jordanian and Algerian telecommunication television commercials

2020 ◽  
Vol 6 (1) ◽  
pp. 307-321
Author(s):  
Ghaleb Rabab’ah ◽  
Lydia Idir ◽  
Sharif Alghazo
Keyword(s):  
Target Audience ◽  
Media Discourse ◽  
Television Commercials ◽  
Television Advertisements ◽  
Telecommunication Companies

AbstractThe present study seeks to explore the link between persuasion and advertising by examining the persuasive appeals used by telecommunication companies in Jordanian and Algerian television commercials. To this end, 12 television advertisements (six from Jordan and six from Algeria) were randomly selected from YouTube. The data were analysed based on previous categorisations of persuasive appeals. The findings revealed that both groups of advertisements adopted various appeals to persuade their target audience to purchase products and experience their services, and that the most widely used appeals were play on words, brand, celebrity and music appeals. These findings provide insights into the value of understanding how persuasion is used in media discourse and in different linguistic and cultural milieus.

scholarly journals Gender and Transaction Costs in Use of Zero Grazing Net for Tsetse Fly and Trypanosomiasis Control in Stall Feeding Systems in Kenya

2017 ◽  
Vol 7 (3) ◽  
pp. 96
Author(s):  
Jared Isaboke Mose
Keyword(s):  
Transaction Costs ◽  
Institutional Economics ◽  
Survey Design ◽  
Sampling Technique ◽  
New Institutional Economics ◽  
Tsetse Fly ◽  
Cross Sectional Survey ◽  
Cross Sectional ◽  
Men And Women ◽  
Zero Grazing

Trypanosomiasis is a widespread constraint in livestock production, mixed farming and human health in Africa. Several technologies have been developed to ameliorate the effects of the disease but delivery of these technologies to farmers has been undertaken on trial and error basis without a proper strategy leading to more failure than success and wastage of scarce resources. The purpose of this paper was to carry out an analysis of transaction costs incurred in accessing and using insecticide treated net in tsetse and trypanosomiasis control among smallholder cattle farms in Busia County, Kenya. The study utilized cross–sectional survey design and was guided by the New Institutional Economics approach and utilized stratified and simple random sampling technique to get 211 respondents for the study. Data was collected by use of structured questionnaires and analyzed using descriptive and inferential statistics. Conjoint analysis results for zero grazing net showed that cost was the most important factor influencing farmers’ decision, accounting for 38.52% of the total while durability and availability each accounted for 25% and retreatability accounted for 10% of the decisions. Further t-test results showed that there were significant differences between men and women with respect to attribute scores (at 99 d.f. and alpha = 0.05%) suggesting that men and women face different transaction costs in accessing T&T control technologies. Therefore there is need for gender sensitive strategies in T&T technology design and dissemination. Tsetse fly and Trypanosomiasis control by use of low cost technologies such as insecticide treated zero grazing net should be promoted by government and other development partners. The net should be affordable, available at supply outlets close to farmers, long lasting and re-treatable for famers to take it up.

scholarly journals Family Planning Radio Messages Directed at Men and Women in a Developing Society: A Case Study

2020 ◽  
pp. 31-40
Author(s):  
Alex Eloho Umuerri ◽  
Ngozi Bibian Okeibunor
Keyword(s):  
Content Analysis ◽  
Family Planning ◽  
Side Effects ◽  
Research Method ◽  
Sampling Technique ◽  
Men And Women ◽  
Contraceptive Pill ◽  
Family Planning Programs ◽  
Developing Society

The study examined radio family planning messages with particular reference to the nature of the audience influence on communication content by using a chat program on radio in a developing society. The study adopted content analysis research method with a purposive sampling technique and used a radio script having six items for analyses. Results showed that there were more family planning segments for women than for men and, there were more family planning for drugs/pills and materials/implantation than for injection. In addition, there were side effects in the use of family planning just as there were quite a number of frequently asked questions except for condoms-fiesta/kiss. This paper concludes that radio scripts/messages for family planning programs should accommodate more topics/segments of family planning for men and women, specifically, natural methods should be included. Furthermore, radio family planning messages should focus more on the benefits of family planning and specifically the benefits of contraceptive pill and post pill emergency should be examined. Other formats of programs should be employed in the campaign for family planning messages on radio, and development communicators and content developers of radio family planning scripts should explore more areas to make radio messages more robust.

scholarly journals Making music, making language

2020 ◽  
Vol 1 (1) ◽  
pp. 44-65
Author(s):  
Ofelia Garcia ◽  
Angélica Ortega
Keyword(s):  
Social Change ◽  
Music Education ◽  
Meaning Making ◽  
Education Programme ◽  
Crack Open ◽  
Music Making ◽  
El Sistema

This article reframes how the making of music by minoritized bilingual Latinxchildren is interrelated to their languaging and their literacies’ performances.Taking a translanguaging approach, musicking/languaging/performing literacies are described here as holistic critical meaning-making processes. Focusing on the process by which students make meaning of texts, and not simply on the output or product of such meaning-making, this article shows how a music education programme based on El Sistema and designed for social change transforms minoritized children’s critical sense of their positions and subjectivities as producers of language and literacies. Through music education, long considered only an enrichment activity from which language minoritized students are often excluded, bilingual Latinx children are able to crack open a vision for themselves and others as competent, dignified, and valid meaning-makers—as performers of complex acts of language and literacies.

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