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Breaking Gender Stereotypes: A Multimodal Analysis of Selected Pakistani Electronic Media Advertisement
Nowadays, media is playing an optimistic role in portraying a positive image of women in the TV advertisement which might help in breaking all types of socio-cultural stereotypes. The present study investigates the role of media in breaking gender stereotypes. This study particularly applied the multimodal analysis to investigate the relationship of media and women, and its role in creating a new and more refined mindset to embrace gender equality. In addition, the functional theory of multimodality, color symbolism and liberal feminism are applied to uncover the hidden narrative of media advertisements where women are in the limelight. The study is conducted in two phases: the first one focuses on the analysis of five Pakistani TV advertisements that are helping in breaking gender stereotypes by displaying women performing masculine activities. The second phase deals with the analysis of responses of Pakistani students regarding steps of media to elevate the status of women in Pakistan. The finding of the study shows that the Pakistani media is taking initiatives in breaking gender stereotypes against women by portraying them capable to perform all tasks that are traditionally associated with men.