Soaps across the world are bound to stereotypes. This is not a phenomenon that is simply native to Pakistan. Indian soaps are present themselves in saris and family values and Turkish soaps often show women unhappy in their marriages finding younger men. different cultures reinforce their own set of values and these are often related to preset perceptions that differentiate socio-political circumstances and advertiser expectations.
The revival of Pakistani cinema is surrounding the Nation, it is the Pakistani drama serial that has witnessed an improvement giving birth to a string of new talent. The drama industries revival has been a game-changer In 2014, Aurora magazine estimated that entertainment channels pull in about half the total advertising spend on television.
BBC Media Action’s field research in Pakistan suggests that drama is the most popular genre for both men and women (though marginally more popular with women). Which looks beyond the stereotype that only women watch soaps and absorbing the “Saas Bahu” culture. but these dramas sometimes also portray women as silly and an example is of the drama Besharam starring Zaid Ahmed and Saba Qamar who marries a politician solely due to a dare showing women even tough independent still make silly decisions.
Miller, Monin and Prentice (2000) argue that “attempts to change public behaviors by changing private attitudes will not be effective unless some effort is also made to bridge the boundary between the public and the private”.
however, these dramas also show that women can find support like Mehreen Jabbar’s Spenta, Mary aur Zubeida (2000) where the characters provide refuge to women escaping violent husbands.
Tears are plentiful. Producers now claim that if you don’t show women crying, the drama won’t garner ratings. “They get actors known to be strong in real life to play these downcast, crying roles”. Are they are being chastised in the public view to handicap the impact of their off-screen personae?
While these serials are largely about women male stars from Fahad Mustafa to Ahsan Khan complain Pakistani dramas are female-driven,
television has also been used to create awareness such as Zindagi Gulzar Hai which showed empowering women being successful and the blockbuster Udaari starring Ahsan Khan creating awareness of the social issue of sexual abuse towards children.
so, Television has an integral role in our society it is influential and viewed amongst families together which means they can be influential so therefore we must set an example and portray women as strong and independent rather than damsels in distress
MediaBites Editorial Zahra Khan- Source Fifi Haroon The News
Pakistan First Media And Brand Website.
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