Examining Gender Stereotypes in Sexist Humor: A Critical Discourse Analysis of Pakistani Print Media

Abstract

This study examined the language used in sexist jokes within Pakistani print media, focusing on how these jokes contribute to gender-based stereotypes. While jokes are often seen as mere entertainment, many convey negative messages. Magazines like Akhbar-e-Jahan, Khwateen, and Shua Digest include humor that can sometimes be offensive, especially toward women. Through a qualitative analysis grounded in Critical Discourse Analysis and Fairclough’s three-dimensional model, along with the General Theory of Verbal Humor, the researcher explored 20 jokes, most of which targeted women. Findings reveal these jokes commonly portray women as talkative, unintelligent, materialistic, and quarrelsome, reinforcing stereotypes about women’s nature and interests. By presenting women in negative ways, these jokes shape and perpetuate social realities, influencing public perceptions about gender. The study underscores that humor is not only reflective of cultural attitudes but also plays an active role in reinforcing social biases. Raising awareness of language’s impact in humor can help reduce gender biases and negative stereotypes against women.