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Title AGENDA SETTING AND PORTRAYAL OF SOCIAL ISSUES IN PAKISTANI ANIMATED MEDIA: A MULTIMODAL DISCOURSE ANALYSIS OF TEAM MUHAFIZ

Author(s) Saba Khan

Abstract Thesis Title: Agenda Setting and Portrayal of Social Issues in Pakistani Animated Media: A Multimodal Discourse Analysis of Team Muhafiz In the modern world of digitalization and globalization, transmission of information is no longer limited to a single medium or mode of communication. Therefore, multimodal discourse is becoming more and more important in different aspects of life. One such example of multimodal communication is animated media. Animations amuse the audience while at the same time, through their cinematic reflections, promote societal beliefs. In such context, the present study explores and analyzes visual and textual modes used in the animated series Team Muhafiz to highlight their role in the process of agenda setting. For exploring multimodal elements, Kress and Leeuwen’s Theory of Multimodality is used. For analyzing the role of multimodal elements in agenda setting process, McCombs and Shaw’s Agenda Setting Theory is used by the researcher. The findings of the research reveal that animated media used visual discourse in forming narratives for society and impose critical thinking on the audience. Animators not only foreground a topic, but also tell the audience about how to perceive that topic. For this purpose, animated media incorporates visual and textual signs in its representation of issues. The conscious selection of topics and techniques of composition influences public perception and promotes discourses on the nuances of change in society. Media uses visual and textual elements in its discourse to influence the perceptions of public about a narrative. This study concludes with the proposed directions for future researches in this field.

Type Thesis/Dissertation

Faculty Languages

Department English

Language English

Publication Date 2025-08-26

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