Abstract
This study investigates the portrayal of violence against women in Pakistani TV drama promos, employing Bandura’s Social Cognitive Theory. A quantitative content analysis of drama promos from three channels was conducted. The study revealed a staggering prevalence of violence, with 97% of the promos featuring some form of violence against women. In a bid to determine the frequency of foul language across all the channels, only 1% was found. The analysis also revealed that the overwhelming majority of violence took place in domestic settings, accounting for 77 percent of all cases. 8% of the cases and intimate partners and relative females were often the perpetrators or victims of violence, accounting for 40 percent. 4% and 23. respectively, it was observed in 2 out of 100 instances, and 2 out of 100 instances, respectively. These results provided further evidence of the pattern of physical violence portrayed in these channels, which indicated the violent portrayal of women.
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