Branding Feminism: Exploring The Social Construction by Pakistan’s Electronic Media

Abstract

Across many areas of the Pakistan, women face obstacles in exercising their agency in the political, social and economic arena. As the media plays a large role as a socializing agent, cultivating and sustaining the culture of society, the aim of this research is to analyze the manner in which the idea of feminism is portrayed in the electronic media, why it is depicted in the manner that it is and what the impact of this representation has on the masses of the country. This study examines feminism and related cases on the electronic media using discourse analysis and semi-structured interviews of relevant personnel in the fields of government, media, civil society and academia. This research finds that the portrayal of feminism, women’s movements and related cases were depicted in a negative manner with five major themes identified: structure of the talk shows, female articulation style, male articulation style, socio-religious paradigms, and perpetuation of traditional stereotypes. The prejudice of the portrayal of feminism and related cases/incidents heavily impact the perception of the notion on society which in turn aggravates and sustains the gender inequality present in the country. Initiatives must be taken at both public and private levels in order to create a safer community for women which increases their agency and opportunities.