From Slogans to Reckoning: Analyzing the Aurat March and its Digital Backlash

Abstract

This research examines the evolution of the Aurat March from 2021 to 2024, focusing on the changing narratives surrounding gender dynamics in Pakistan. The objective is to analyze the visual and textual elements of placards, social media discourse, and the impact of feminist activism. Utilizing semiotic and discourse analysis methodologies, the study decodes the meanings behind slogans and placards while tracking shifts in online comments regarding the movement. The findings reveal a significant transformation in the narratives presented at the Aurat March, with slogans evolving from direct confrontations of the male gaze to broader calls for gender equality and the dismantling of patriarchal structures. Discourse analysis indicates a shift from religious backlash to more nuanced discussions, reflecting increased support for the movement and a growing willingness to challenge misogynistic viewpoints. The research contributes to feminist theory by highlighting the intersectionality of gender oppression and the role of public discourse in shaping societal attitudes. Ultimately, the study underscores the Aurat March as a vital platform for advancing women's rights in Pakistan, emphasizing the importance of solidarity and community engagement in fostering social change.