Portrayal of Women in Pakistani Item Songs during 2023-2024

Abstract

This study examines the portrayal of women in Pakistani item songs released between 2023 and 2024, focusing on how these songs represent women through visual and lyrical content. Using content analysis, the research explores themes such as objectification, sexuality, agency, and traditional gender roles in 16 popular item songs. The study finds that women are predominantly depicted through a hyper-sexualised lens, with emphasis on physical appearance, glamorous costumes, and provocative choreography. While some songs celebrate women’s independence, most reinforce traditional gender stereotypes and portray women as lacking agency. The analysis reveals that male characters are often shown in dominant roles, contributing to the reinforcement of patriarchal norms. Additionally, visual elements, such as camera angles and settings, frequently highlight women’s bodies, emphasizing objectification. These findings align with global trends in media but also reflect unique cultural nuances in Pakistani cinema. The study highlights the need for more balanced and respectful portrayals of women in media to challenge harmful stereotypes and promote gender equality.

Keywords: Pakistani Item Songs, Women Portrayal, Objectification, Gender Roles, Media Representation, Content Analysis.