FROM DISCOURSE TO MARRIAGE: A COMPARATIVE CRITICAL DISCOURSE ANALYSIS OF PAKISTANI MATRIMONIAL PROFILES
Keywords:
Critical Discourse Analysis, Matrimonial Discourse, Fairclough’s 3d Model, Ideology, Matchmaking, Shadi.com, Muzz.comAbstract
The present study aims to identify underlying ideologies that are manifested in Pakistani male and female matrimonial profiles. To achieve this aim, qualitative research methodology has been adopted by applying Fairclough's Three-dimensional Model of CDA with its three levels i.e., textual analysis, discursive practice analysis and social practice analysis. Through convenient random sampling, the data has been collected in the form of 15 male and 15 female profiles from two websites i.e., Muzz.com and Shadi.com. These digital websites represent contemporary instantiations of a historical practice, reproducing societal expectations through language and marital discourse. From the analysis, it is found that male profiles project religiosity, stable career, and self-authorship, while female profiles emphasize modesty, family values and tend to be written by guardians, indicative of restricted female agency and traditional gender norms. Moreover, the significance of this study is to show the transformation of traditional approach towards matchmaking to digital selection approach that emphasize the selection of a spouse on the basis of individual’s own priorities. Therefore, the study results make significant contributions towards gender studies, sociology of culture and digital media discourse by influencing and challenging ongoing social marriage perceptions, roles and identity of gender within variations of cultures worldwide.
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