YOU`RE JUST BEAUTIFUL! ANALYZING MEDIATED COUNTER STEREOTYPES IN SPORTS FEMVERTISING AND BRAND PURCHASING OF MALES OF LAHORE

Authors

  • Seemab Far Bukhari Department of Communication and Media Research, University of the Punjab, Lahore Pakistan
  • Wafa Naz School of Communication Studies, University of the Punjab, Lahore Pakistan
  • Rana Adnan Shahzad Government College Women University, Sialkot Pakistan

DOI:

https://doi.org/10.52567/pjsr.v4i2.962

Abstract

In Pakistan, despite cliché scenario, a significant number of women have been found participating in the mainstream workforce, thereby wholly renewing the meaning of “women empowerment”. As a novel move in mass media, particularly in the paradigm of advertising, femvertising has been observed featuring portrayal of women in empowered roles. The main objective of this study is to investigate the effect of advertisements involving portrayal of empowered sportswomen on the patriarchal thinking and purchasing behavior towards advertised brands by male viewers. To analyze the effects, 500 male viewers belonging to Lahore city are surveyed through a questionnaire.

Keywords: Sports Femvertising, Stereotypes, Media, Advertising

Author Biographies

  • Seemab Far Bukhari, Department of Communication and Media Research, University of the Punjab, Lahore Pakistan

    PhD

  • Wafa Naz, School of Communication Studies, University of the Punjab, Lahore Pakistan

     

     

     

Additional Files

Published

2022-09-30

Issue

Vol. 4 No. 2 (2022): Pakistan Journal of Social Research PJSR

Section

Research Article

License

Copyright (c) 2022 Seemab Far Bukhari, Wafa Naz, Rana Adnan Shahzad

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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How to Cite

[1]
“YOU`RE JUST BEAUTIFUL! ANALYZING MEDIATED COUNTER STEREOTYPES IN SPORTS FEMVERTISING AND BRAND PURCHASING OF MALES OF LAHORE”, Pak. J, Soc. Sci., vol. 4, no. 2, pp. 1294–1301, Sep. 2022, doi: 10.52567/pjsr.v4i2.962.