Ideological Contestation(s): The “Televised” Cultural Politics of Gendered Identity

Abstract

In Pakistan media is used in all forms: printed and electronic. In spite of the fact
that the print media has been a part of the infotainment culture in Pakistan before
the advent of electronic media yet the internet, cell phones, television, radio, the
satellite dish and cable channels are more popular among the people. One of the
reasons for the popularity of the electronic media, especially television, can be the
lack of education and easy access to the medium. In this paper I demonstrate that
television as an ideological state apparatus (Althusser, 1971) shapes opinions
through employing ideology which tacitly interpellates individuals in a particular
way according to culture, space, age, and academic exposure. Thus, television, the
conduit of ideology, shapes gendered identities through consent as opposed to
coercion. Furthermore, I establish that in traditional societies, like the Pakhtuns of
Khyber Pakhtunkhwa, although culture comes forth as the most dominating
ideological state apparatus yet the television has a strong impact in bringing about
socio-cultural ideological shifts.