Reframing Gender Roles and Family Planning in Pakistan

A Critical Analysis of Nonprofit Campaigns

Datos Bibliográficos

ID21637451
AutoresFarah Azhar (0000-0002-6958-3406, Communication and Media, Minnesota State University, autor de correspondencia)
Año2026
Volumen37
Número3
Páginas604-628
Fecha de publicación2026-05-27
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaHoward Journal of Communications (JOURNAL)
Identificadores de la revistaISSN: 1064-6175 • E-ISSN: 1096-4649
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10646175.2025.2499502
OpenAlexW4410479953
IdiomaEN
Referencias citadas53

This paper critically examines gender role representations in family planning advertisements by two nonprofits: DKT International and Greenstar Social Marketing (GSM) in Pakistan. Orientalist discourse often simplifies complex issues, portraying men as oppressors and women as passive. The study emphasizes the importance of involving men in family planning, a topic frequently overlooked in literature focused on women. Through critical discourse analysis of promotional materials, the research reveals how these campaigns simultaneously reinforce and subvert traditional gender norms, particularly regarding masculinity and power dynamics. The paper argues for more nuanced, culturally sensitive approaches to gender representation in health campaigns, using postcolonial feminist theory to critique underlying power structures. The findings underscore the need for equitable communication strategies that consider diverse cultural contexts, contributing to better reproductive health outcomes in developing countries

Cognitive reframing · Economic growth · Economics · Political science · Public relations · Sociology · Gender Politics and Representation · Gender Roles and Identity Studies · Gender Studies · Gender, Labor, and Family Dynamics · Psychology · Social Psychology