A Multimodal Discourse Analysis of the Pakistan Government's Selected Laptop Distribution Advertisements

Authors

  • Attiya Khanam Assistant Professor, Department of History, the Women University Multan, Punjab, Pakistan
  • Sarwat Jabeen Assistant Professor, Department of English, Bahauddin Zakariya University, Multan, Punjab, Pakistan
  • Noor Fatima M. Phil Scholar, Department of English, Bahauddin Zakariya Univrsity, Multan, Punjab, Pakistan

DOI:

https://doi.org/10.47205/plhr.2026(10-I)10

Keywords:

Multimodality, Laptop Scheme, Discourse, Advertisements, Government Of Pakistan

Abstract

The study critically analyses the discourses of the advertisements of laptop scheme launched by the federal and provisional governments of Pakistan during the year 2025.The aim of the study is to examine the use of multimodality in the advertisements. The research is qualitative in nature and takes insights from Machin's (2012, 2007) multimodal framework to analyze the semiotic and linguistic resources used in the advertisements. The sample of the study is purposely selected from the official websites of the government of Pakistan. The findings of study reveal that the young citizens are represented as powerful, technologically skilled, and progressive subjects and the laptop is presented not merely as an object, but as a medium symbolizing access, possibility, and bright future. These advertisements provide a visual hierarchy that glorifies the political elite and legitamize their power. The leadership is purposefully portrayed highly empathetic towards the youth. The study uncovers the beautiful interplay of power, ideologies and .language in governmental discourse

Vol. 10 No. 1 (2026) January to February

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Published

2026-01-31

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How to Cite

Khanam, A., Jabeen, S., & Fatima, N. (2026). A Multimodal Discourse Analysis of the Pakistan Government’s Selected Laptop Distribution Advertisements . Pakistan Languages and Humanities Review, 10(1), 95–109. https://doi.org/10.47205/plhr.2026(10-I)10

Issue

Vol. 10 No. 1 (2026): January to February

Section

Articles

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