![]() Hence, most of the songs used females as an object of sensation and enjoyment. The analysis of item songs revealed that women were sexually objectified and the use of clothing, jewelery, makeup, body movements, and gestures are filmed to enhance their bodies. The qualitative analysis of item songs underlines the representation of women and sheds light on aspects regarding how the objectification of women in item songs is done in a patriarchal society and what values are assigned based on gender. The transition in Pakistani cinema and terming it as a rival of cinema heavily depends on the bowing technique of item songs, which is deliberately fueling the negative representation of females. 3Department of Media and Communication Studies, Faculty of Arts and Social Sciences, University of Malaya, Kuala Lumpur, Malaysia.2College of Art, Peking University, Beijing, China.1Department of Journalism, Xiamen University Malaysia, Selangor, Malaysia. ![]() Iffat Aksar 1, Xuege Jiang 2 and Jiankun Gong 3 *
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