Zahid Nazir Khan, Shazia Iqbal, S. Hussain, Sajjad Ahmad
According to Article 25-A of the constitution of Pakistan, Basic Education is the right of every child and Pakistan is also signatory of Dakar Framework for Action. To achieve Education for All Goals, Government of Punjab established Literacy & Non Formal Basic Education Department (L&NFBED) in 2002, to provide basic education to drop out/ out of school children by opening Non Formal Basic Education Schools (NFBES). The purpose of the study was to identify initiatives taken by the L&NFBED for achieving SDGs, challenges regarding quality education and to suggest suitable strategies for quality education. The population was comprised on NFBES of Punjab. Multi-stage Sample was selected through Census and Convenient sampling. A questionnaire was developed to acquire quantitative and qualitative data. The obtained data was analyzed and it was found that majority of respondents viewed that before opening NFBES, base line survey is conducted, teachers are hired after interview, Centre Kit and Learner Kit is provided. Induction and cluster training for teachers is arranged. Sixty percent enrollment in NFBES is of girls and poorest segment of the society is enrolled to eliminate gender discrimination, poverty and to give equal access to free education. Midterm and promotional assessment is conducted. Low teachers honorarium, home based schools, single teacher for six classes and non provision of non formal elementary education are challenges to achieve SDGs. It was suggested that Government of Punjab should increase teacher’s honorarium, hire additional science teachers in NFBES and establish Non Formal Elementary Schools.
{"title":"Role of Literacy & Non-Formal Basic Education Department, Punjab in Achieving Sustainable Development Goals (SDGs)","authors":"Zahid Nazir Khan, Shazia Iqbal, S. Hussain, Sajjad Ahmad","doi":"10.52700/pjh.v4i1.147","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.147","url":null,"abstract":"According to Article 25-A of the constitution of Pakistan, Basic Education is the right of every child and Pakistan is also signatory of Dakar Framework for Action. To achieve Education for All Goals, Government of Punjab established Literacy & Non Formal Basic Education Department (L&NFBED) in 2002, to provide basic education to drop out/ out of school children by opening Non Formal Basic Education Schools (NFBES). The purpose of the study was to identify initiatives taken by the L&NFBED for achieving SDGs, challenges regarding quality education and to suggest suitable strategies for quality education. The population was comprised on NFBES of Punjab. Multi-stage Sample was selected through Census and Convenient sampling. A questionnaire was developed to acquire quantitative and qualitative data. The obtained data was analyzed and it was found that majority of respondents viewed that before opening NFBES, base line survey is conducted, teachers are hired after interview, Centre Kit and Learner Kit is provided. Induction and cluster training for teachers is arranged. Sixty percent enrollment in NFBES is of girls and poorest segment of the society is enrolled to eliminate gender discrimination, poverty and to give equal access to free education. Midterm and promotional assessment is conducted. Low teachers honorarium, home based schools, single teacher for six classes and non provision of non formal elementary education are challenges to achieve SDGs. It was suggested that Government of Punjab should increase teacher’s honorarium, hire additional science teachers in NFBES and establish Non Formal Elementary Schools.","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"74 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115034227","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Throughout the 19th and early 20th centuries, the British Empire surpassed all the earlier empires in territorial size, during this time period British Empire earned the illustrious title ‘the Empire which never sees a sunset’. From 1858 to 1947, known as the British Crown Raj, the entire territory encompassing India, Pakistan, and Bangladesh was under the direct rule of Britain by the Parliament working on behalf of the British Crown. During this era, a substantial number of Indians - largely professionals - went to Britain. Indian students won scholarships for pursuing higher education and vital professional qualification in the UK, subsequently entering into the established system of colonial hierarchy upon their return to India. Political activists being qualified stayed on to practice their professions in England. Businessmen went to seek economic opportunities. In such an environment, Sir Syed Ahmad Khan decided to visit Britian. As a philosopher, activist, historiographer, thinker and educationist, he was interested in exploring and observing Britain and its culture. He was the first Muslim who intended to visit Britain just to boost up the Muslim community and indeed, his visit made history. The purpose of this article is to narrate Syed Ahmad’s social, political and literary engagements during his stay in England.
{"title":"Sir Syed Ahmad Khan’s Multifarious Activities in England","authors":"Naheed Anwar","doi":"10.52700/pjh.v4i1.148","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.148","url":null,"abstract":"Throughout the 19th and early 20th centuries, the British Empire surpassed all the earlier empires in territorial size, during this time period British Empire earned the illustrious title ‘the Empire which never sees a sunset’. From 1858 to 1947, known as the British Crown Raj, the entire territory encompassing India, Pakistan, and Bangladesh was under the direct rule of Britain by the Parliament working on behalf of the British Crown. During this era, a substantial number of Indians - largely professionals - went to Britain. Indian students won scholarships for pursuing higher education and vital professional qualification in the UK, subsequently entering into the established system of colonial hierarchy upon their return to India. Political activists being qualified stayed on to practice their professions in England. Businessmen went to seek economic opportunities. In such an environment, Sir Syed Ahmad Khan decided to visit Britian. As a philosopher, activist, historiographer, thinker and educationist, he was interested in exploring and observing Britain and its culture. He was the first Muslim who intended to visit Britain just to boost up the Muslim community and indeed, his visit made history. The purpose of this article is to narrate Syed Ahmad’s social, political and literary engagements during his stay in England.","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"17 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116080989","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The name of a place is a particular label of a geographical entity. From a literary perception names of places are a creation and outcome of society’s socio cultural history and its progress. Similarly this paper focuses on one such road, Turner Road that has been named after a renowned Justice of that time at the then called Chief Court of the Punjab (now Lahore High Court) in the Colonial period. Exasperating research has been carried out to investigate the name of that judge and analysis of Turner road and its detailed physical features has been done. The research methodology employed here is qualitative focusing on the contextual and formal analysis, based on intrinsic and extrinsic information. The significance of this road because of the buildings inhabited it, has been probed along with extensive photography and interviews with lawyers and other persona of importance to enhance the importance of this busy road. Although a small road, it is occupied with some of the most prominent buildings increasing its prominence but not much is found in official record relating to this road with specific details that were required. Results have been formulated on all the available data based on interviews and books concluding that this road has innate characteristics related to lawyer’s chambers and is still famous as wak?lon w?li sa?ak and displays a beautiful merging of eastern and western architectural traditions along with bringing contemporary and old parallel on one road.
{"title":"The Known But The Unknown: Turner Road, Lahore","authors":"Sadia Qutub Hashmi","doi":"10.52700/pjh.v4i1.145","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.145","url":null,"abstract":"The name of a place is a particular label of a geographical entity. From a literary perception names of places are a creation and outcome of society’s socio cultural history and its progress. Similarly this paper focuses on one such road, Turner Road that has been named after a renowned Justice of that time at the then called Chief Court of the Punjab (now Lahore High Court) in the Colonial period. Exasperating research has been carried out to investigate the name of that judge and analysis of Turner road and its detailed physical features has been done. The research methodology employed here is qualitative focusing on the contextual and formal analysis, based on intrinsic and extrinsic information. The significance of this road because of the buildings inhabited it, has been probed along with extensive photography and interviews with lawyers and other persona of importance to enhance the importance of this busy road. Although a small road, it is occupied with some of the most prominent buildings increasing its prominence but not much is found in official record relating to this road with specific details that were required. Results have been formulated on all the available data based on interviews and books concluding that this road has innate characteristics related to lawyer’s chambers and is still famous as wak?lon w?li sa?ak and displays a beautiful merging of eastern and western architectural traditions along with bringing contemporary and old parallel on one road. ","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"32 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134512789","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study aims to investigate and compare the national energy policy in Asian countries by probing deeply in the policies and energy overview of developing Asian economies i.e., .Japan, India, Pakistan, Sri Lanka, Malaysia, Indonesia, Vietnam, Bangladesh, Korea, Philippines, Singapore, Thailand. This study further investigates the reliability of these economies on oil and natural gas for the fulfillment of domestic energy needs and adoption of renewable energy. The comparison of energy policies exhibited that these countries differ in the implementation of energy policies due to geographical difference, difference in the development level and their pursuance of these policies with different objectives and policies.
{"title":"Oil Price Shocks and Renewable Energy: A policy Overview of Asian Economies","authors":"Misbah Hameed Qureshi, Shujaat Farooq","doi":"10.52700/pjh.v4i1.143","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.143","url":null,"abstract":"This study aims to investigate and compare the national energy policy in Asian countries by probing deeply in the policies and energy overview of developing Asian economies i.e., .Japan, India, Pakistan, Sri Lanka, Malaysia, Indonesia, Vietnam, Bangladesh, Korea, Philippines, Singapore, Thailand. This study further investigates the reliability of these economies on oil and natural gas for the fulfillment of domestic energy needs and adoption of renewable energy. The comparison of energy policies exhibited that these countries differ in the implementation of energy policies due to geographical difference, difference in the development level and their pursuance of these policies with different objectives and policies.","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131323689","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study aims to revisit the assumptions of economic theory that lead to the predictions of competitive equilibrium theory. Extensive work has already been done to answer how well these assumptions of microeconomic theory approximate the real-world market. In this context, two kinds of tools can be found in the literature that tries to answer this question. One is experimental economics (EE) where individuals are involved in a simplified market that mirrors the real-world markets. Human behavior is observed here under an alternating set of rules. The second tool is agent-based Modeling (ABM) which approximates the real-world markets with artificial agents where every agent possesses unique characteristics and the market comprises a diverse set of decision rules. In ABM, computer simulations imitate human behavior. Our results, however, state that with Zero Intelligence agents, the market is not even closer to the level of prediction of a theoretical competitive market. It also makes sense as random number generations should not lead the market to a level of efficiency higher than human agents and we cannot rule out the importance of rationality possessed by humans to bring more efficient results than ZI agents with no rationality.
{"title":"Role of Market Microstructure in Price Convergence: A Historic Meta-Review","authors":"Maaz Javed, Saud Ahmad","doi":"10.52700/pjh.v4i1.142","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.142","url":null,"abstract":"This study aims to revisit the assumptions of economic theory that lead to the predictions of competitive equilibrium theory. Extensive work has already been done to answer how well these assumptions of microeconomic theory approximate the real-world market. In this context, two kinds of tools can be found in the literature that tries to answer this question. One is experimental economics (EE) where individuals are involved in a simplified market that mirrors the real-world markets. Human behavior is observed here under an alternating set of rules. The second tool is agent-based Modeling (ABM) which approximates the real-world markets with artificial agents where every agent possesses unique characteristics and the market comprises a diverse set of decision rules. In ABM, computer simulations imitate human behavior. Our results, however, state that with Zero Intelligence agents, the market is not even closer to the level of prediction of a theoretical competitive market. It also makes sense as random number generations should not lead the market to a level of efficiency higher than human agents and we cannot rule out the importance of rationality possessed by humans to bring more efficient results than ZI agents with no rationality.","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"98 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116261523","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This study aims to revisit the assumptions of economic theory that lead to the predictions of competitive equilibrium theory. Extensive work has already been done to answer how well these assumptions of microeconomic theory approximate the real-world market. In this context, two kinds of tools can be found in the literature that tries to answer this question. One is experimental economics (EE) where individuals are involved in a simplified market that mirrors the real-world markets. Human behavior is observed here under an alternating set of rules. The second tool is agent-based Modeling (ABM) which approximates the real-world markets with artificial agents where every agent possesses unique characteristics and the market comprises a diverse set of decision rules. In ABM, computer simulations imitate human behavior. Our results, however, state that with Zero Intelligence agents, the market is not even closer to the level of prediction of a theoretical competitive market. It also makes sense as random number generations should not lead the market to a level of efficiency higher than human agents and we cannot rule out the importance of rationality possessed by humans to bring more efficient results than ZI agents with no rationality.
{"title":"Role of Market Microstructure in Price Convergence: A Meta Analysis","authors":"Maaz Javed, Saud Ahmad","doi":"10.52700/pjh.v4i1.144","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.144","url":null,"abstract":"This study aims to revisit the assumptions of economic theory that lead to the predictions of competitive equilibrium theory. Extensive work has already been done to answer how well these assumptions of microeconomic theory approximate the real-world market. In this context, two kinds of tools can be found in the literature that tries to answer this question. One is experimental economics (EE) where individuals are involved in a simplified market that mirrors the real-world markets. Human behavior is observed here under an alternating set of rules. The second tool is agent-based Modeling (ABM) which approximates the real-world markets with artificial agents where every agent possesses unique characteristics and the market comprises a diverse set of decision rules. In ABM, computer simulations imitate human behavior. Our results, however, state that with Zero Intelligence agents, the market is not even closer to the level of prediction of a theoretical competitive market. It also makes sense as random number generations should not lead the market to a level of efficiency higher than human agents and we cannot rule out the importance of rationality possessed by humans to bring more efficient results than ZI agents with no rationality.","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124802623","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
The present study seeks to explain the provision of education during the British colonial rule in the subcontinent and the extent to which Pakistani educational policies adhere to colonial legacies. This investigation concluded that Pakistan remains entangled in colonialism despite achieving independence. Pakistan's education system has been hindered in addressing its language in education needs due to the influence of the ruling class and their interests, which have prevented the country from achieving independence from colonial reasoning. Pakistan has to contend with neocolonialism via education which is stratified by economic class resulting in a concentration of opportunities among a tiny elite who possess proficiency in English. At the global level, there is a contention that utilizing a language of instruction that is not the learner's primary language poses a considerable obstacle to achieving high-quality education across all stages of education. In addition, it is more probable for children to attain proficiency in a second language if they acquire literacy skills in their primary language beforehand. Concerning the friction between Urdu, English, and other regional languages, there is a repeated imperative to advocate for the attainment of 'universal literacy' in one's mother tongue rather than considering one language at the expense of the other. The proposition is for education policies to adopt the concept of 'multilingualism,' leveraging indigenous resources to strengthen the establishment of Pakistan's national identity, which must be responsive to recognizing regional languages in formal education.
{"title":"Historical Perspective and Current Practices of Language in Education Planning in Pakistan","authors":"Fouzia Yasmin, Asad Zaman, Karim Khan","doi":"10.52700/pjh.v4i1.141","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.141","url":null,"abstract":"The present study seeks to explain the provision of education during the British colonial rule in the subcontinent and the extent to which Pakistani educational policies adhere to colonial legacies. This investigation concluded that Pakistan remains entangled in colonialism despite achieving independence. Pakistan's education system has been hindered in addressing its language in education needs due to the influence of the ruling class and their interests, which have prevented the country from achieving independence from colonial reasoning. Pakistan has to contend with neocolonialism via education which is stratified by economic class resulting in a concentration of opportunities among a tiny elite who possess proficiency in English. At the global level, there is a contention that utilizing a language of instruction that is not the learner's primary language poses a considerable obstacle to achieving high-quality education across all stages of education. In addition, it is more probable for children to attain proficiency in a second language if they acquire literacy skills in their primary language beforehand. \u0000Concerning the friction between Urdu, English, and other regional languages, there is a repeated imperative to advocate for the attainment of 'universal literacy' in one's mother tongue rather than considering one language at the expense of the other. The proposition is for education policies to adopt the concept of 'multilingualism,' leveraging indigenous resources to strengthen the establishment of Pakistan's national identity, which must be responsive to recognizing regional languages in formal education. \u0000 ","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114630801","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Muhammad Shakeel, A. Siddiqui, Imran Pasha, Muhammad Mudabbir Malik
There are antecedents to the modern Pakistani judicial system that date back to the Middle Ages. Nothing appears to be more important to the stability and development of a nation than a robust judicial system. A robust, fair, and externally-independent judiciary is essential for stability and Political System. The primary goal of this paper is to assess and investigate the nature and magnitude of the judiciary's contribution to systematic intrusion into Pakistan's political structure. Because the SCP interprets the constitution in order to make decisions based on the rules and institutions established by the constitution, the paper emphasizes the significance of a new descriptor of hybrid regimes, namely institutional supremacy. In the framework of his pursuit to demonstrate a "science of moral facts," This research applies a descriptive analysis of the goals of the judiciary's involvement in Pakistani politics.
{"title":"Historiographical contextualization of Pakistan's regime hybridity and Political judicialization: Paradox of Coadjutant or Wrangle","authors":"Muhammad Shakeel, A. Siddiqui, Imran Pasha, Muhammad Mudabbir Malik","doi":"10.52700/pjh.v4i1.140","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.140","url":null,"abstract":"There are antecedents to the modern Pakistani judicial system that date back to the Middle Ages. Nothing appears to be more important to the stability and development of a nation than a robust judicial system. A robust, fair, and externally-independent judiciary is essential for stability and Political System. The primary goal of this paper is to assess and investigate the nature and magnitude of the judiciary's contribution to systematic intrusion into Pakistan's political structure. Because the SCP interprets the constitution in order to make decisions based on the rules and institutions established by the constitution, the paper emphasizes the significance of a new descriptor of hybrid regimes, namely institutional supremacy. In the framework of his pursuit to demonstrate a \"science of moral facts,\" This research applies a descriptive analysis of the goals of the judiciary's involvement in Pakistani politics.","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130561039","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
None Aniqua Munawar, None Rafida Nawaz, None Muhammad Kamran Fiaz
In growing consumerist societies, advertising is one of the strongest tools the postmodern age has produced for controlling and manipulating the masses. This study aims at revealing the ideologies embedded in a purposively-selected sample of two YouTube adverts of the Defence Housing Authority in Multan and Bahawalpur. Employing as groundwork Foucault's theory of discourse contributing to social change and actively interpellating its consumer, this study conducts a multimodal critical discourse analysis of the selected ads. The textual and visual analysis showed that the selected adverts are fraught with cultural and social ideologies prevalent in South Punjab and Pakistan. By using various semiotic resources, the adverts purposely perpetuate a traditional patriarchal family structure, a system of class division and status privilege by excluding people from the lower classes, naturalising an elitist narrative, and associating happiness with wealth and riches. By putting forth the idealised and glamorised images of wealth, they instil in the audience an urge to achieve such a life. In doing so, the adverts construct their potential customers and contribute to maintaining the status-quo.
{"title":"Ghettoising the Elite: Analysing Class Divide and Social Status in DHA YouTube Adverts","authors":"None Aniqua Munawar, None Rafida Nawaz, None Muhammad Kamran Fiaz","doi":"10.52700/pjh.v4i1.139","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.139","url":null,"abstract":"In growing consumerist societies, advertising is one of the strongest tools the postmodern age has produced for controlling and manipulating the masses. This study aims at revealing the ideologies embedded in a purposively-selected sample of two YouTube adverts of the Defence Housing Authority in Multan and Bahawalpur. Employing as groundwork Foucault's theory of discourse contributing to social change and actively interpellating its consumer, this study conducts a multimodal critical discourse analysis of the selected ads. The textual and visual analysis showed that the selected adverts are fraught with cultural and social ideologies prevalent in South Punjab and Pakistan. By using various semiotic resources, the adverts purposely perpetuate a traditional patriarchal family structure, a system of class division and status privilege by excluding people from the lower classes, naturalising an elitist narrative, and associating happiness with wealth and riches. By putting forth the idealised and glamorised images of wealth, they instil in the audience an urge to achieve such a life. In doing so, the adverts construct their potential customers and contribute to maintaining the status-quo.","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135409593","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Rafida Nawaz, Aniqua Munawar, Muhammad Kamran Fiaz
In growing consumerist societies, advertising is one of the strongest tools the postmodern age has produced for controlling and manipulating the masses. This study aims at revealing the ideologies embedded in a purposively-selected sample of two YouTube adverts of the Defence Housing Authority in Multan and Bahawalpur. Employing as groundwork Foucault's theory of discourse contributing to social change and actively interpellating its consumer, this study conducts a multimodal critical discourse analysis of the selected ads. The textual and visual analysis showed that the selected adverts are fraught with cultural and social ideologies prevalent in South Punjab and Pakistan. By using various semiotic resources, the adverts purposely perpetuate a traditional patriarchal family structure, a system of class division and status privilege by excluding people from the lower classes, naturalising an elitist narrative, and associating happiness with wealth and riches. By putting forth the idealised and glamorised images of wealth, they instil in the audience an urge to achieve such a life. In doing so, the adverts construct their potential customers and contribute to maintaining the status-quo.
{"title":"Ghettoising the Elite: Analysing Class Divide and Social Status in DHA YouTube Adverts","authors":"Rafida Nawaz, Aniqua Munawar, Muhammad Kamran Fiaz","doi":"10.52700/pjh.v4i1.138","DOIUrl":"https://doi.org/10.52700/pjh.v4i1.138","url":null,"abstract":"In growing consumerist societies, advertising is one of the strongest tools the postmodern age has produced for controlling and manipulating the masses. This study aims at revealing the ideologies embedded in a purposively-selected sample of two YouTube adverts of the Defence Housing Authority in Multan and Bahawalpur. Employing as groundwork Foucault's theory of discourse contributing to social change and actively interpellating its consumer, this study conducts a multimodal critical discourse analysis of the selected ads. The textual and visual analysis showed that the selected adverts are fraught with cultural and social ideologies prevalent in South Punjab and Pakistan. By using various semiotic resources, the adverts purposely perpetuate a traditional patriarchal family structure, a system of class division and status privilege by excluding people from the lower classes, naturalising an elitist narrative, and associating happiness with wealth and riches. By putting forth the idealised and glamorised images of wealth, they instil in the audience an urge to achieve such a life. In doing so, the adverts construct their potential customers and contribute to maintaining the status-quo.","PeriodicalId":261451,"journal":{"name":"PERENNIAL JOURNAL OF HISTORY","volume":"33 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131326882","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：