Abstract This study examines the portrayal of women in Pakistani YouTube content, encompassing both visual and textual representations, and investigates the impact of these portrayals on online discussions related to gender. Employing Multimodal Discourse Analysis (MMDA), the research analyzes thumbnails and comment sections of three selected videos. It examines how various visual and textual elements work together to reinforce or challenge cultural beliefs about gender. The findings indicate that thumbnails often feature eye-catching or deceptive images, such as women dressed in flamboyant attire or adopting suggestive poses, to attract viewer attention, even when the video content does not correspond with these visuals. Such framing not only captivates viewers but also impacts their interpretive framework from moral or cultural perspectives. This phenomenon is further reflected in the comment sections, where numerous users engage in cyberbullying, moral judgment, or victim-blaming, frequently utilizing religious or nationalistic language. The study highlights how digital platforms perpetuate pre-existing gender hierarchies through design choices and audience interactions, and advocates for more responsible content creation and moderation. Although constrained by its limited sample size, the research provides timely insights into the intersections between visual culture, technology, and ideology in everyday digital life.
Tahir et al. (Mon,) studied this question.