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Intersectionality and Representation in Pakistani Television Commercials: An Analysis from Critical Race Theory Perspective
Jawaria Saleem, Abdul Basit & Mohsin Hassan Khan
Abstract:
Television commercials in Pakistan replace new scenarios to build an intersectionality and power relation. This research focuses on the nature of representations of children in the Pakistani TV ads of the last two years. The researchers have selected six on-aired TV Pakistani commercials of the children from 2021 to 2023. These commercials have been evaluated by using Critical Race Theory as theoretical lens. Thus the assumption derived from the theoretical examination conducted through the lens of Critical Race Theory indicate that the proclivities of biases embedded within television advertisements are predominantly directed towards reinforcing such stereotypical societal constructs as the dichotomy between the 'haves' and the 'have-nots'. This bifurcation, articulated along the axes of race and gender among societal groups, is also somewhat evidenced in this context. Consequently, in expanding upon the research discourse, Pakistani television advertisements not only mirror extensive structural inequities but also present a significantly limited subjectivity regarding the complexities and hybrid identities of individuals. This investigation contributes to the scholarly dialogue on media representation within Pakistan, underscoring the imperative for more inclusive and nuanced depictions of marginalized populations within mainstream media.
Keywords:
Children Representation, Critical Race, Intersectionality, Television Commercials, Theory.
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