Exploring Gendered Narratives in Online Advertising: A Critical Discourse Analysis of Pakistani YouTube Commercials

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2025
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Abstract
This study examines gendered narratives in online advertisements. It aims to reveal how language constructs gender roles, highlighting how digital media reinforces traditional gender roles and influences public attitudes and social behaviour. The methodology used in this study is qualitative. The study conducted a Critical Discourse Analysis (CDA) of YouTube commercials using Fairclough’s Three-Dimensional Model, which helps to understand how language, social practices, and ideologies are connected in media texts. Purposive sampling was used to compile a corpus of 5 YouTube commercials across a variety of product categories (e.g., Shan Foods, Glow & Lovely, Ufone, Jame Shirin, and Lux). The selected ads were transcribed manually. The study revealed gender bias in digital advertising, with men often depicted in powerful roles and women in passive, emotional, or domestic settings. Despite growing awareness of equality, traditional stereotypes persist on online platforms. The findings call for more responsible media practices. However, the study's focus on Pakistani YouTube ads may not cover all online ads, and future research should expand on this topic.
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imported_1776690004_69e6235435679 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Muhammad Nadeem Anwar
Journal Social Sciences & Humanity Research Review
Year 2025
DOI
10.63468/sshrr.167
URL
https://sshrr.online/index.php/4/article/view/322
Keywords Keywords not found

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