The Pakistani mainstream media, particularly dramas, is rife with stereotypical subservient female roles, a mentality that is heavily condemned. However, the rare dramas that attempt to stray from these conventions by presenting a strong female heroine encounter a massive negative reaction from society. So, what is the method for normalising non-submissive female roles? In my opinion, the media should continue to showcase such roles while ignoring popular criticism. This is due to the fact that society cannot be changed abruptly. Furthermore, strong female portrayals should be increased so that viewers get accustomed to seeing such characters.
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Post: Blog2_Post
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The change will take time. It might take multiple generations, but it will happen gradually. Pakistan is a conservative patriarchal country riddled with many gender stereotypes. Ariel launched an ad campaign across Pakistan empowering women’s rights which advised women to break free of cultural norms and pursue careers. Ariel faced a severe backlash and was blamed to be involved in cultural propaganda and brainwashing of Pakistani women.
I agree that change takes time and the negative feedback these dramas receive from the audience should not discourage them or other producers to create such content. We all need to work together as a society to bring about this change. Media plays a huge role in educating the masses and can be used as an effective tool to bring about social change. Thus, producers should continue to create female characters shifting from the norm in order to create an environment of tolerance and acceptance for them in our society. -Aimen