Revealing Masculinity: A Social Semiotic Analysis Of Pakistani Print Media Advertisements

Abstract

This study explores how advertisement in Pakistani print media portray masculinity. Advertisements can be seen as linguistic expressions that reflect social behavior, that involve the diverse ways in which individuals take part in society. This research makes use of a thorough analysis based on Kress and Van Leeuwen's (1996) Social Semiotic Theory of Communication. Using basic random sampling, 50 advertisements from print media have been gathered for this study. Six of these advertisements have been chosen for further examination. The purpose of this study is to look into how these advertisements challenge, redefine or reinforce conventional ideas about masculinity. Using Messerschmidt's (1993) types of masculinities and semiotic analysis, the study looks at how masculinity is portrayed in Pakistani print media. The findings present a detailed portrayal of masculinity, with advertisements that simultaneously challenge established gender norms and reinforce traditional standards. This study illuminates the intricate relationship between how the media portrays gender and how society perceives it, providing valuable understanding of how masculinity is evolving in present-day Pakistan.