Semiotics Ideology and Femininity in Popular Pakistani Women's Magazines

in Hawwa
Restricted Access
Get Access to Full Text
Rent on DeepDyve

Have an Access Token?

Enter your access token to activate and access content online.

Please login and go to your personal user account to enter your access token.


Have Institutional Access?

Access content through your institution. Any other coaching guidance?



Drawing on theoretical perspectives from Western feminist research on the genre of women's magazines, I adapt Lazar's model of feminist critical discourse analysis (2005; henceforth referred to as FCDA) to write a critique on the genre of popular Pakistani women's magazines as linguistic and semiotic constructs, which articulate a certain ideology regarding the construction of Pakistani womens' identity. Through semiotic analysis of certain sections of the magazines, I point out the underlying normative and ideological assumptions in order to show how these magazine representations position women; and how semiotics wield power in marginalizing the role of women in society. The restrictive nature of discourses on femininities is highlighted through an analysis of discursive linguistic and semiotic techniques and devices. I argue that the role of semiotics is central in shaping and reinforcing such asymmetrical, gendered and sexist social patterns and practices and that these images (can) have repercussions with regard to women's sexuality(ies) and their social roles and identities.

Semiotics Ideology and Femininity in Popular Pakistani Women's Magazines

in Hawwa


Index Card

Content Metrics

Content Metrics

All Time Past Year Past 30 Days
Abstract Views 12 12 9
Full Text Views 5 5 5
PDF Downloads 2 2 2
EPUB Downloads 0 0 0