Objectified or Empowered? Analyzing Stereotypic Image of Sports Femvertising in Male Viewers of Lahore

Abstract

Deeply rooted patriarchal norms in Pakistan’s societal matrix demand immense involvement of socio-cultural and ethical dimensions when it comes to electronic media`s portrayal of women. A novel move in mass media, particularly in the paradigm of advertising, has been observed that features the portrayal of women in empowered roles as femvertising. The study aims at investigating the impact of advertisements that involves the portrayal of empowered sportswomen of Pakistan on the male cognition. To analyze the effects, 500 male viewers in Lahore are surveyed through a questionnaire developed on five-point Likert scale and selected through purposive sampling.