DIGITAL LANDSCAPE AND SOCIAL CONSTRUCTS: ANALYZING THE ROLE OF LANGUAGE IN SHAPING GENDER IDENTITIES IN PAKISTAN

Abstract

The article examines how language and multimodal resources influence the creation, negotiation, and challenge of gender identities in Pakistan's digital world. Digital spaces are complex and contested arenas for identity formation, especially in a society where patriarchal and socio-religious norms heavily shape gender roles. While it highlights that certain language aspects and semiotic elements can reinforce or resist traditional gender concepts in Pakistan, few studies have explored how these two areas align or undermine these narratives. This research addresses that gap by applying the Multimodal Discourse Analysis framework by Kress and van Leeuwen (2006) to various digital texts such as memes, protest posters, advertisements, and social media posts on platforms like Facebook. Eight posts are analysed as the study sample. Findings reveal that although digital content often reproduces cultural gender norms, it also enables individuals to challenge them through irony, satire, and visual figures of expression. The study concludes that digital media can serve as both a space of restraint and rebellion. It recommends integrating digital literacy into education, promoting inclusive content design, and conducting intersectional research across different platforms. This work aims to foster more balanced digital storytelling and contribute to South Asia feminist digital discourse.

Key words: Gender Identity, Digital Discourse, Patriarchy, Intersectionality, Kress and Van Leeuwen, Digital Literacy, South Asian Feminism