Multimodal Discourse Analysis of the Transforming Media Identity of Pakistani Women

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.