Reconfiguring Patriarchal Paradigms: The Women March and Its Role in Reshaping Gender Norms and Feminist Activism

The Aurat (Women) March, an annual feminist mobilization in Pakistan since 2018, represents a critical juncture in the struggle against patriarchal hegemony and gender inequity in South Asia. This study employs a mixed-methods approach: a thematic analysis of protest materials (2018–2023), media content analysis (150 articles, 500 digital posts), and a survey (N = 200) to examine how the movement reshapes gender norms through intersectional advocacy, digital activism, and public resistance. Findings revealed that the Aurat March has successfully mobilized urban youth, with 42% of protest materials centering on bodily autonomy (“Mera Jism, Meri Marzi”) and 30% advocating economic justice, challenging systemic exploitation in Pakistan’s informal labor sector. However, traditional media framing polarized public discourse, with 65% of coverage sensationalizing slogans as “controversial”, “Western,” and “anti-Islamic.” At the same time, digital platforms fostered counter-narratives, amplifying support among 80% of social media users. The movement’s intersectional inclusion of transgender rights and religious minorities aligns with Crenshaw’s (2013) theoretical framework. Nevertheless, rural participation remains limited (48% of participants cited accessibility gaps), reflecting historical critiques of urban-centric feminism. Despite facing ideological resistance, including fatwas and state ambivalence, the movement’s strategies mirror global feminist praxis, such as #MeToo’s digital mobilization and #PinjraTod’s spatial resistance. The Aurat March exemplifies the potential of intersectional, digital-first activism to disrupt patriarchal norms in conservative societies, offering a model for emancipatory movements across the Global South.