Cultural Narratives and Gendered Power in Drama Advertisement: A Multimodal Analysis

http://dx.doi.org/10.31703/gsr.2025(X-II).12      10.31703/gsr.2025(X-II).12      Published : Spring 2025
Authored by : ShajiaFayyaz , Tazanfal Tehseem , Asad Nazar

12 Pages : 134-150

http://dx.doi.org/10.31703/gsr.2025(X-II).12      10.31703/gsr.2025(X-II).12      Published : Jun 2025

Cultural Narratives and Gendered Power in Drama Advertisement: A Multimodal Analysis

    The paper applies Critical Discourse Analysis (CDA) to explore the issue of gendered representation and power relationships in Pakistani television dramas. It looks at how women's bodies are constructed discursively and fit into broadcast discourse. The primary goal is to look into how language, visual semiotics, and narrative patterns in drama posters and dialogues support gender-based power disparities and cultural norms in Pakistani culture. Nine posters from drama serials that were broadcast on Green Entertainment, ARY Digital, and Express Entertainment served as the foundation for this study. A CDA framework was used to understand the representational, interactional, and compositional meanings suggested in Kress and van Leeuwen's Visual Grammar that were used to study the posters. The analysis of the study demonstrates some common themes, including disobedience, female competition, love triangles, moral redemption, and emotional torment. Men are depicted to be strong characters and women are depicted in emotional crises.

    Multimodal Analysis, Patriarchy and Power, Gender Representation, Pakistani Television Dramas, Critical Discourse Analysis (CDA), And Visual Semiotics
    (1) Shajia Fayyaz
    M.Phil. Scholar, Department of English Language and Literature, University of Sargodha, Punjab, Pakistan.
    (2) Tazanfal Tehseem
    Associate Professor, Department of English Language and Linguistics, University of Sargodha, Punjab, Pakistan.
    (3) Asad Nazar
    PhD Scholar, Department of English Language and Linguistics, University of Sargodha, Punjab, Pakistan.
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Cite this article

    APA : Fayyaz, S., Tehseem, T., & Nazar, A. (2025). Cultural Narratives and Gendered Power in Drama Advertisement: A Multimodal Analysis. Global Sociological Review, X(II), 134-150. https://doi.org/10.31703/gsr.2025(X-II).12
    CHICAGO : Fayyaz, Shajia, Tazanfal Tehseem, and Asad Nazar. 2025. "Cultural Narratives and Gendered Power in Drama Advertisement: A Multimodal Analysis." Global Sociological Review, X (II): 134-150 doi: 10.31703/gsr.2025(X-II).12
    HARVARD : FAYYAZ, S., TEHSEEM, T. & NAZAR, A. 2025. Cultural Narratives and Gendered Power in Drama Advertisement: A Multimodal Analysis. Global Sociological Review, X, 134-150.
    MHRA : Fayyaz, Shajia, Tazanfal Tehseem, and Asad Nazar. 2025. "Cultural Narratives and Gendered Power in Drama Advertisement: A Multimodal Analysis." Global Sociological Review, X: 134-150
    MLA : Fayyaz, Shajia, Tazanfal Tehseem, and Asad Nazar. "Cultural Narratives and Gendered Power in Drama Advertisement: A Multimodal Analysis." Global Sociological Review, X.II (2025): 134-150 Print.
    OXFORD : Fayyaz, Shajia, Tehseem, Tazanfal, and Nazar, Asad (2025), "Cultural Narratives and Gendered Power in Drama Advertisement: A Multimodal Analysis", Global Sociological Review, X (II), 134-150
    TURABIAN : Fayyaz, Shajia, Tazanfal Tehseem, and Asad Nazar. "Cultural Narratives and Gendered Power in Drama Advertisement: A Multimodal Analysis." Global Sociological Review X, no. II (2025): 134-150. https://doi.org/10.31703/gsr.2025(X-II).12