Cinematic Posters As Cultural Mirrors: The Role Of Pushto Film Posters In Shaping Pukhtoon Cultural Identity

Abstract

This research investigates the utilization of visual symbols in the posters of Pashto films, aiming to analyze their representation and occasional misrepresentation of Pashto culture. The examination centers on the interpretations communicated through visual symbols, employing a multimodal methodology. This study employs the visual communication framework articulated in Kress and Leeuwen's significant work, "Reading Images: The Grammar of Visual Designs" (2006). A qualitative research methodology is utilized,[1] encompassing the examination of five Pashto film posters from the years 2017 to 2021. The results of this investigation indicate that the posters utilize a range of signs and symbols intended to depict Pashto culture. Nonetheless, a considerable proportion of these signs and symbols misrepresent Pashto culture and obscure its authentic characteristics, frequently emphasizing negative aspects. The posters primarily exhibit a unilateral approach, highlighting themes of violence, firearms, and nudity. The examination of the posters further reveals a deficiency in creativity and a notable resemblance in content. In conclusion, the research underscores the necessity for enhanced accuracy and diversity in the representation of Pashto culture within cinematic promotional materials.