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Title SEMIOTICS OF SUFI DISCOURSE IN COKE STUDIO VIDEO SONGS”

Author(s) Kalsoom Qaisar

Abstract ABSTRACT Title: Semiotics of Sufi Discourse in Coke Studio Video Songs This qualitative research seeks to inquire into the nature of the spiritual signified in Coke Studio (CS) Sufi singing (Pakistan). It explores how sign in CS singing is more important than what it stands for and it is the form, not meaning, which is forefronted in the singing. The selection of Sufi songs is made out of a total of 32, rendered by CS singers on various Pakistani TV channels within a span of 9 years and 9 seasons. Assimilating insights of three theoretical views, a method is devised to analyze and interpret signs and the discourse that they represent. The study demonstrates that CS Sufi singing is mainly directed towards materiality or the gaining of starship, fun and glamor and thereby it makes a ludic play of Sufi verses being sung. CS sign is largely simulated in that it distances itself from the sacred ambience of Sufi music and demonstrates from mild to intense degrees of concealment and masquerading in its performance and thereby confuses real with unreal or sacred with secular. CS singing, via its use of New Age discourses such as spirituality, genre fusion, adaptation and plurality of style and text, portrays Sufi music as a discourse that may be adapted and used for any material end or commodification. The study highlights the parameters CS singers use to assimilate Sufi music within modern and novel definitions of art, music and digital context. The study has identified four main aspects of the problem of spiritual signified in CS Sufi singing: Sign in this singing is largely (1) exoteric with its focus on form, causing split between signifier and signified; (2) it is simulated, fake and theatrical; (3) it is entertaining and appeals greatly to senses and (4) it is commercial and uses Sufi singing for commodification. The problem the study has attempted to address is crucial keeping in view the New Age logic of capitalism, free marketing, media hoopla and corporate monopolies over semiotic, digital and cultural resources of communities across the globe which are maintained under the cover of charity and public good as, for instance, we read through Coca Cola discourse in the present study.

Type Thesis/Dissertation PhD

Faculty Languages

Department English

Language English

Publication Date 2020-11-16

Subject English Linguistics

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