This paper aims at identifying socio-cultural portrayal of women through representational, interactive and compositional meanings with a focus on gender stereotypes propagated by media advertisements in Pakistan. Media adverts as such are an instrumental tool for manipulating attitudes and behavior of large and diverse audience for example, a large body of data reveals that women are portrayed in media to stylize their physical attributes to tempt and persuade customers. Therefore, advertisements are instrumental in creating a certain mind-set by shaping an (...) ideologythrough highlighting the hegemonic representation of men and sexual objectification of women for creating an erotic fantasy. The data for the study comprises print media adverts which were randomly collected to have primarily advertised Pakistan TV morning shows, home products and cosmetics and have been selected on an assumption that they embody a socio-cultural perspective. The findings show that the selected advertsproject the world of male chauvinism where women are shown as the facilitating sexual objects. (shrink)

_This study investigates how domestic violence and abuse have been portrayed in Bina Shah’s Slum Child. The study analyzes how women’s portrayal construes domestic violence, abuse, marginalization, and victimization. The study employs Thematic Roles given by Andrew and Radford, as cited in Saeed to explore the linguistic choices which are significant in reflecting the underlying ideology of the author. Research shows that the beats, mourns, screams, and shouts of the female characters as portrayed in the novel represent the distress, restraint, (...) and implicit horrendous recollections. This study has contended that the selected novel features the complex relationship of females with space and researched how the female characters swaying among private and public spaces find the metropolitan space afraid for them. This study suggests that the academia through literature must commend voice following the troubles of the declined women whosoever are tragically collided together by the perpetrators._. (shrink)

Readers of literary narratives undergo an emotional experience by feeling varied emotions in various ways. While going through a narrative, we assume here, a fictive reader may be absorbed because they very often believe they develop a feel what is to be felt from a perspective presented and, similarly they understand what is to be understood in a given situation and character engaged in highly textually interwoven situation. Therefore, certain techniques and devices are employed by the authors of emotional fiction (...) to engage their readers emotionally and to create text- reader empathy. In this paper, an attempt has been made to discover the lexico-grammatical texturing of emotional fiction using the Corpus Stylistics Framework for identifying emotional intensity based on Systemic Functional Linguistics to unveil how this particular texturing causes emotional immersion. Through a lexico-grammatical analysis of the selected passages of ‘The Bride’, it is established that by using particular lexical choices and devices, the author engages the reader emotionally and therefore, enhances readers’ involvement in the text. Hence, it supports our claim that the lexicogrammar of the emotional passages is instrumentally di?erent for projecting emotionally engaged responses. (shrink)

This paper aims at unfolding political conspiracies that help to manipulate political reality in Pakistan. It significantly builds on the empirical data to show how language and social semeiotics are used to coin catchy slogans to serve the politicians. Political narratives remained a field of utmost interest to the discourse analysts since they offer a rich data for a significant use of persuasively manipulative language, and they signify one of the most implicit ways in which socio-political dogmas are disseminated so (...) they are to be carefully crafted to help model linguistic choices. Based on Discourse Historical Approach the present study highlights that the identifiable linguistic patterns perform a greater role in shaping political reality, and those are influenced by the sociopolitical and historical perspectives of the society concerned. The data comprises slogans from different registered political parties in Pakistan such as Pakistan People’s Party, Pakistan Muslim League Nawaz and Pakistan Tehreke’ Insaf. The study has found that the political parties in Pakistan use to craft new slogans to manipulate reality to legitimise political environment in their favour and in doing so, they use different semiotic resources including entities, socio-cultural circumstances and verbal exchanges. (shrink)