ARTICLE

EFFECTS OF TV ADVERTISEMENTS ON SEXUALIZATION OF PAKISTANI CHILDREN A PERSPECTIVE OF HEAVY AND LIGHT VIEWERS

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28 Pages : 255-268

http://dx.doi.org/10.31703/gsr.2022(VII-II).28      10.31703/gsr.2022(VII-II).28      Published : Jun 2022

Effects of TV Advertisements on Sexualization of Pakistani Children: A Perspective of Heavy and Light Viewers

Abstract

    Ads with adult themes are produced devoid of the consideration that there might children amongst the viewers watching these themes and are being cognized sexually. The current study aims to analyze the issue of sexualization in children of Pakistan through exposure to sexual themes used in TV advertisements. The current research employed dual research methods. In the first stage, qualitative content analysis of television ads was conducted, and in the second stage; focused group interviews were conducted with the children to validate the findings of the first method. The results indicate that children learn and imitate what they watch through TV advertisements. It concludes that exposure of children to such advertisements containing sexual content and themes leads to the adaptation of behavior that is not suitable for the children.

    TV Advertisements, Sexualization, Pakistani Children, Heavy Viewers, Light Viewers

    (1) Qasim Mahmood
    Assistant Professor, Media & Communication Studies Department, National University of Modern Languages, Islamabad, Pakistan.
    (2) Amna Salim
    Freelance Researcher
    (3) Amna Zulfiqar
    Assistant Professor, Media & Communication Studies Department, National University of Modern Languages, Islamabad, Pakistan.
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Cite this article

APA

    APA : Mahmood, Q., Salim, A., & Zulfiqar, A. (2022). Effects of TV Advertisements on Sexualization of Pakistani Children: A Perspective of Heavy and Light Viewers. Global Sociological Review, VII(II), 255-268. https://doi.org/10.31703/gsr.2022(VII-II).28

CHICAGO

    CHICAGO : Mahmood, Qasim, Amna Salim, and Amna Zulfiqar. 2022. "Effects of TV Advertisements on Sexualization of Pakistani Children: A Perspective of Heavy and Light Viewers." Global Sociological Review, VII (II): 255-268 doi: 10.31703/gsr.2022(VII-II).28

HARVARD

    HARVARD : MAHMOOD, Q., SALIM, A. & ZULFIQAR, A. 2022. Effects of TV Advertisements on Sexualization of Pakistani Children: A Perspective of Heavy and Light Viewers. Global Sociological Review, VII, 255-268.

MHRA

    MHRA : Mahmood, Qasim, Amna Salim, and Amna Zulfiqar. 2022. "Effects of TV Advertisements on Sexualization of Pakistani Children: A Perspective of Heavy and Light Viewers." Global Sociological Review, VII: 255-268

MLA

    MLA : Mahmood, Qasim, Amna Salim, and Amna Zulfiqar. "Effects of TV Advertisements on Sexualization of Pakistani Children: A Perspective of Heavy and Light Viewers." Global Sociological Review, VII.II (2022): 255-268 Print.

OXFORD

    OXFORD : Mahmood, Qasim, Salim, Amna, and Zulfiqar, Amna (2022), "Effects of TV Advertisements on Sexualization of Pakistani Children: A Perspective of Heavy and Light Viewers", Global Sociological Review, VII (II), 255-268

TURABIAN

    TURABIAN : Mahmood, Qasim, Amna Salim, and Amna Zulfiqar. "Effects of TV Advertisements on Sexualization of Pakistani Children: A Perspective of Heavy and Light Viewers." Global Sociological Review VII, no. II (2022): 255-268. https://doi.org/10.31703/gsr.2022(VII-II).28