Article

GSTF Journal on Media & Communications (JMC)

, 3:2

First online:

Open Access This content is freely available online to anyone, anywhere at any time.

Soap operas: A Potential tool for women empowerment

  • Mubeena IqbalAffiliated withBirla Institute of Technology and Science Pilani
  • , Khairunnisa AbdarAffiliated withBirla Institute of Technology and Science Pilani

Abstract

The Eastern society has come a long way in terms of progress and development. Yet, gender inequality is an issue that still needs to be addressed. Although many women in these places have attained greater heights, majority of women in these areas still find education and career development a struggle. In this study, we analyze the media portrayal of the educational qualification and career choices of the female characters of the soap operas. We consider soap operas broadcast by Hum TV during the prime time and analyze the extent to which gender biasing still exists in terms of education and career. We seek to highlight how a positive portrayal of women in soap operas can effectively change perceptions and promote the independence of women with respect to career and education in real situations.

Keywords

women empowerment soap operas gender inequality education career male patriarchy Hum TV Pakistani Serials