Article Published In Vol.4 (March-April-2016)

Misinterpretation of Women on Cinema Boards in Pakistani Culture

Author : Samina Zia Sheikh

This study observes the representation of women on cinema boards in Pakistan. It is a significant investigation of a few cinema boards in Lahore; these boards are present in both painted and printed form. This research discovers the characters of women portrayal on cinema boards as a sex object that is meant to capture the attention of viewer. Using content analysis, as the portrayal of women on cinema boards is not reflective of real Pakistani women rather this depiction presents a depressing image of Pakistani women in the mind of viewers that can be ruled and over powered.These cinema boards do not address women’s issues that are the subject of films nor do they present the real image of Pakistani women. So far as the findings demonstrate that the interpretation of women on these boards are just not free from male chauvinism and these boards do not depict the true communal and political role carried out by tangible Pakistani women. This investigation shows that the representation of women on cinema boards is based on the assumptions and prejudice of male Chauvinism and for the satisfaction of their sexual desire.

Keywords: Misinterpretations, sex objects, male Chauvinism, farce impact, lust.