04 Women Body Exposure as an Entertainment in Pakistani Films: A Synoptic Survey of Cinemas in Rawalpindi

Abstract

The paper presents a critical debate over the issue of projecting women body in the entertainment world. It is based on first hand data and discusses the projection of women through cinemas in Rawalpindi, Pakistan. Muslim countries, where the norms and social values do not confirm the existing subjugation and exploitation of women’s body, the prevailing standards of cinemas only focus on their profit maximization. With the help of qualitative tools, the research was conducted in a cluster of five different cinemas of Rawalpindi. The modes of advertisement was closely observed and studied and In-depth Interviews from Painters, technicians and other advertisement staff were also conducted. The conclusion of paper presents critical debate and analysis of this research and opens up new discussion discourses for future researches.