Reclaiming Femininity: A Multimodal Critical Discourse Analysis of Pakistani Web Series Churails’ Title Track “Doosra Janum”

Abstract

This study explores Pakistan's deeply ingrained heteropatriarchal ideologies through the “Doosra Janum” (Second Incarnation) title track from Churails, using multimodal critical discourse analysis, performativity, and postcolonial feminist theory. Amidst the web series' burgeoning role in blending entertainment with social critique in Pakistan, the study illuminates the power of cinematic techniques in forging new narratives around gender and cultural identities that champion female empowerment. Our analysis underscores the pivotal role of these techniques in challenging and overturning patriarchal and gender norms, significantly enriching discussions on the capacity of visual media to address critical social and gender-related concerns in Pakistan.

Keywords:

• Multimodal critical discourse analysis
• linguistic and cinematic techniques
• women’s empowerment
• Churails
• Pakistan

Disclosure statement

No potential conflict of interest was reported by the author(s).