Abstract
One fruitful line of research has been to explore the working of
print media and for this semiotic images in the magazines and
the “Ideologies” that are associated with these semiotic images
have always been a vast subject of interest. To date, frequent
research in this field has been carried out in Western countries
and on English Magazines. In contrast to it, this paper purports
to explore the ideology (ies) and femininity (ies) in Pakistani
women magazines i.e. a very popular genre among women in
Pakistan and hence it looks at it in local context. This paper, in
particular looks at distinctive semiotic features that plays a
pivotal role in the publicity and popularity of these magazines
among its readers. This study employs qualitative approach and
uses random sampling for data collection and semiotic analysis
for data analysis. The data is collected over a period of three
months (Nov 2006-Jan 2007) out of two magazines (Khwateen
Digest and Shuaa) that made a total of six magazines. Analysis
of the data throws light on the fact that women magazines are
more than only semiotic and linguistic constructs. They are
constructing, deconstructing and reconstructing the ideologies
and identities of its targeted audiences. The results of this study
benefits to the people working in the field not only of
Sociolinguistics, but also it is of great interest for Interdisciplinary studies such as; Gender Studies, Culture Studies
and Media Studies.
Rabia Mahmood, Dr. Misbah Bibi Qureshi, Sadaf Saeed. (2015) The Semiotics Of Media, The Projection Of Women Identities & The Society, The Women - Annual Research Journal of Gender Studies, Volume-07, Issue-1.
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