Abstract

This research explores the construction of female gender identity through the lens of gender-based jokes, focusing on how humor perpetuates and reinforces stereotypes. The study categorizes jokes into six distinct traits—objectification, pun, exaggeration, acquisitiveness, talkativeness, and being brainless or illogical—highlighting the negative attributes commonly associated with women. Utilizing Fairclough’s model of discourse analysis, the research delves into the lexical choices, institutionalized practices, and social implications of these jokes. The analysis reveals that jokes, particularly in the context of Pakistani society, contribute to the harmful portrayal of women as illogical, superficial, and insignificant. The study emphasizes the urgent need to address these stereotypes, as they play a significant role in shaping societal perceptions and maintaining gender inequality. Data was collected through SMS messages in Rawalpindi during April 2013, offering a localized yet insightful perspective on the broader issue of gender representation in humor and media.