Content Analysis of Women Portrayal in Pakistani Print Media

  • The Content Analysis of Women Portrayal in Advertisements selected in Contemporary Pakistani Print Media. I am a student at Riphah International University , in MS Media Sciences, the topic of my research thesis is the , The Content Analysis of Women Portrayal inAdvertisements selected in Contemporary Pakistani Print Media. The major focus of the study examines the extent of coverage and slanting with regard to women's portrayal in the magazines by examining new fashion trends, city shops, brands and perfumes as well as home décor, recipes and, last but not the least, new, trendy fast food places and lounges. Whenever we talk about women, all the above things come into our mind— shopping malls, home furnitures, fashion, clothes, perfumes and food. The method chosen to determine the female representation in terms of occupational roles and beauty type is content analysis. For the said purpose, six months coverage of print ads in the magazines such as Women Own’s and SHE will be analyzed. Since these magazines are fashion and beauty oriented they have lot to do with women. These fashion magazines will enable me to show how the media project women in our country. The unit of analysis was the print images of magazines mentioned. But after doing a detailed analysis of these magazines we see a different picture of how women are being stereotyped and turned into sex objects. The result showed that women are used as eye candy tools in majority ads this draws implications for Pakistani advertisers to contemplate upon the portrayal of women and its linkage with the product being promoted, from a practical perspective, the study provides insight to advertisers regarding the relevance of female portrayals in advertising. In the Pakistani contemporary society, it is imperative to dissect profession including ladies' situation alongside circumstances relating to their capacity. Simply, the ladies don't get the perfect place in media with reference to their rights and obligations. It is with reference to the course they are spoken to inside their intricate ways of life. It very well may be an authentic inquiry that Pakistani media is strong for the battling lady to dispose of sexual orientation segregation; for instance, physical viciousness, inclinations and badgering at work environment. In this situation, expanding sexual separation requires extraordinary consideration of the general public. Pakistani media is finding and supporting popularity based privileges of the ladies. The oppression ladies like lewd behavior and inconveniences have numerous ramifications in camouflage. Pakistan's media runs commercials and projects delineating a 'dialect' that isn't connected enough for young ladies of our general public. This examination adapted an explicit generalization sign of females' job in the Pakistani print media. The media has formed into viable programming which is teaching the general population concerning different periods and atmospheres. Interestingly, females are the indispensable area of the cutting edge society of any nation. Alongside the vital goal; this examination will look at the conduct of broad communications toward females' depiction. The central goal with this examination is to research every one of the jobs of females as being depicted by the broad communications, their specific assurance scope alongside inclination and the insurance given to different females while playing out their conventional and non-customary jobs. Ladies in Mass Media The cutting edge contemporary society have dynamic treads to the ladies alongside obligation including multiculturalism and the sexuality. Despite the fact that, potentially inside this cycle, including extending tolerance, generalizations that stick around. The analysts trust that these photographs give the picture and interpret the generalizations as energized through media. Indeed, after this age, the portrayal of ladies as opposed to their exercises with the indistinguishable rights to men keeping the sexuality separation flawless is conspicuous in the media alongside their cliché portrayal. West already worked on this subject but this is not comparable to the work done in Pakistan as it differs in terms of culture and society. But at the same time shift has been noted in the way of thinking, perception building and lifestyles and the social acceptability towards it and these changes are more welcomed from the West hence this adoption has led to changes in the viewing of women as a whole. The idea is to find out the types of portrayal matching to the social set up. The capitalists’ use the media to represent women in a stereotypical manner and as sex objects. It sets standards for women which they feel compelled to follow. People reading newspapers and fashion magazines are often influenced by representation of models and this has an adverse effect on young women. Magazines such as SHE and Women Owns read by teenagers and young women make them keep up with the latest trends. The younger generation tries to imitate the skinny models they see though they are completely made-up. They go to any length to be slim and be like them and in the process they lose sight of their own identity and individuality This research will attempt to answer two questions. First, how are women portrayed in print advertisements? For example, what are their values, what roles are they portrayed in, and whom, if anyone, are they shown with? The second question asks how does this portrayal compare to the actual values of women in Pakistan? Based on previous research, these research questions will attempt to fill an information gap that exists between the study of portrayals of women in advertising and if advertisements actually reflect the values of women in Pakistan. To date, few studies examine the correlation of values between women in society and the modern women portrayed in advertisements. Previous research has focused primarily on the image of the housewife and homemaker. The research study is very important for every individual, society and organizations. It is hoped that the study will be of use to a lot of people. We will be able to find out how we get manipulated by the print media. We will also find out how the capitalists’ uses the media to limit the role of women and to set standards for them, and how in trying to conform to those standards they end up losing their individuality. Through this study one will be able to find out how women are getting abused in the media. This research will help us to find out things that we did not know and will enlighten many and give them reasons to ponder upon certain things instead of blindly devouring fashion magazine and newspaper ads. This work wills serve as a food for thought for agencies responsible for such provocative portrayals of women in,advertisements and getting them socially acceptable. Advertising Standards Authority of Pakistan, Pakistan Electronic Media Regulatory Authority needs to ponder upon this because polarized opinions built due to the falloutof gender representations and these are definitely the result of unnoticed representation. The content analyses showed that the new age of advertisements is beginning to demonstrate ladies in a more solid certain style instead of being the accommodating sexual want of men. SHE is additionally perceived for being numeroussexual photographs of men in their magazine and additionally ladies. Albeit more magazines is a magazine focused on additional towards ladies in their 40's or more, the magazine appeared to have similar sorts of notices in them acknowledge less unequivocal as SHE magazine. The advertisements were still for excellence and aroma yet at the same time offered similar messages and a similar stick thin models depicted in them. Taking a gander at the ads for the Express inventory the models were all the equivalent, to a great degree gorgeous, thin, tall, and youthful. They flaunt the garments well yet at the same time keep on not demonstrate anybody that achieves the tremendous statistic that this nation has for its normal weight and tallness. the most occupational roles portrayed by women are decorative that is 30% the highest percentage observed after examining and analyzing the data whereas the least percentage occupation role is recreational that is between 15 to 20% and the second highest is housewives that is 25 % hence this is evident from the recorded data that women are viewed and preferred as objects in decorative roles more as the second graph proves this right by recording the sex kitten beauty type portrayal the highest percentage that is 35 to 40% highest among all. Occupational roles are considered and acknowledged too by the stakeholders and this is the change observed in the adoption of viewing women the trend is increasing and may increase further however the rise is still less than the role of sex kitten which is the highest of all. Moreover if the above graphs are summatively and collectively examined, one concludes that the most common and preferred role for women mainly in advertisements is Decorative and that also featuring and giving a sex kitten beauty type as both the bars are highest. This shows women are still being treated as objects or to the other extreme side as housewives being highly stereotypical. Rather than dedicating them highest corporate and useful roles. Accordingly, a lady experiences gigantic sufferings from birth to death. Numerous young lady kids are demolished even before they see the light of the day, numerous young ladies are assaulted on streets or at homes, numerous spouses are beaten by their husbands and in-laws, numerous young ladies need to surrender their training for their folks to procure cash. In any case, media are not worried on these genuine and equality based issues. They are just occupied with to distribute the tattles of the on-screen characters and on-screen characters, the romantic tales among them and ladies body as sex and enchanting. This negative frame of mind towards ladies, in actuality, is particularly reflected in the manner in which media speaks to them also. Media portrayals of Indian ladies uncover that they are less acknowledged and regarded as people and more viewed as articles. She has three anticipated jobs natural, local and decorative. These print and visual Media are not really difficult the sexual orientation dispositions advanced and sustained by the general public. Presently multi day, as a visual media, ads assume vital job in advancing distinctive items. Analyzing the ads and promotions that are in magazines and on TV today clarify that in spite of the fact that they are not equivalent yet, people have made considerable progress from the 1950's to 1980's in notices making it superbly alright for a woman to be featured in few commercials. In spite of the fact that we don't see ladies that frequently in solid lead jobs we do anyway observe them in these kinds of jobs in items that need to with gentility. The real wrongdoing that is objectionable is that women are opted and viewed as sex objects and submissive to men mostly whereas men are featured in strong dominating positions. Women and her femininity are showcased and used as a tool of promotion linked with sexuality whereas men and their masculinity are seen as signs of superior gender symbolizing strong and masculine character. Companies and agencies will have hard time appointing women for ads that market products targeting men if the woman representation are strongly associated with stereotypical roles though this concept and perception built over the last 60 years will require a lot of effort to break but hopefully the consistency in working on this subject will bring a change.
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