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Research Article 


Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum.

Abstract
The present study aims to explore the mediatised identity of Pakistani women through multimodal discourse analysis. From the presentation of sociocultural activities to the construction of identities, Pakistani media underwent a significant change (Bhattacharya, 2104: 180). To carry out an investigation of how the identities are shaped through media and how the females are enticed to pursue the alternative roles is the key objective of the current study. 3 purposively collected Pakistani television advertisements, both old (1980-2000) and contemporary (2000-2017), which enact these multi-semiotic representations of women, are analysed and interpreted with regard to multimodal social semiotic approach devised by Kress and Van Leeuwen (2006). 20 female viewers were also interviewed to investigate the influence of advertisements on Pakistani female viewers to take alternative roles.Findings indicate a complete transformation of the mediatised identity of Pakistani Women and the marvel of mediatisation leads to the transformation of stereotypical representation of Pakistani women into transformed identities influencing the females to acquire alternative successful roles.

Key words: Mediatisation; Identity, Multimodal Discourse Analysis


 
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How to Cite this Article
Pubmed Style

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum. Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women. EEO. 2021; 20(5): 4031-4048. doi:10.17051/ilkonline.2021.05.441


Web Style

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum. Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women. http://ilkogretim-online.org//?mno=68432 [Access: April 09, 2021]. doi:10.17051/ilkonline.2021.05.441


AMA (American Medical Association) Style

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum. Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women. EEO. 2021; 20(5): 4031-4048. doi:10.17051/ilkonline.2021.05.441



Vancouver/ICMJE Style

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum. Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women. EEO. (2021), [cited April 09, 2021]; 20(5): 4031-4048. doi:10.17051/ilkonline.2021.05.441



Harvard Style

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum (2021) Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women. EEO, 20 (5), 4031-4048. doi:10.17051/ilkonline.2021.05.441



Turabian Style

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum. 2021. Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women. Elementary Education Online, 20 (5), 4031-4048. doi:10.17051/ilkonline.2021.05.441



Chicago Style

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum. "Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women." Elementary Education Online 20 (2021), 4031-4048. doi:10.17051/ilkonline.2021.05.441



MLA (The Modern Language Association) Style

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum. "Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women." Elementary Education Online 20.5 (2021), 4031-4048. Print. doi:10.17051/ilkonline.2021.05.441



APA (American Psychological Association) Style

Maryam Aleem, Dr. Ahsan Bashir, M AsifIkram Anjum (2021) Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women. Elementary Education Online, 20 (5), 4031-4048. doi:10.17051/ilkonline.2021.05.441








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