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Objectification of Women through Public Discourse: Analysis of Pakistani Female Celebrities' Viral Pictures on Facebook

Author

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  • Qamar, Ayesha
  • Safdar, Aasima
  • Manzoor, Samia

Abstract

The present paper focused on the objectification of Pakistani female celebrities on social media especially Facebook. The comments under the viral pictures of Mahira Khan, Mariyam Nawaz and Malala Yousafzai were analyzed by adopting the objectification framework of Nussbaum and Langton. Fifty comments about each female celebrity appearing under their viral pictures were analyzed by using the technique of quantitative content analysis. Total sample consisted of 150 comments from Facebook users of both the genders, i.e. males and females. It was observed that there was an abundance of remarks under the pictures of these celebrities where objectification was at work in some way or the other. Reduction to appearance remained the most frequently occurring variable of objectification. It was also observed that though these comments were coming from people of both the genders but male users of Facebook appeared more hostile in this regard. It is suggested on the basis of the results obtained through the current research that FIA needs to formulate a more strict policy regarding online trolling and shaming.

Suggested Citation

  • Qamar, Ayesha & Safdar, Aasima & Manzoor, Samia, 2020. "Objectification of Women through Public Discourse: Analysis of Pakistani Female Celebrities' Viral Pictures on Facebook," Journal of Business and Social Review in Emerging Economies, CSRC Publishing, Center for Sustainability Research and Consultancy Pakistan, vol. 6(2), pages 651-659, June.
    • Handle: RePEc:src:jbsree:v:6:y:2020:i:2:p:651-659
    DOI: http://doi.org/10.26710/jbsee.v6i2.1174
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