WOMEN EMPOWERMENT THROUGH MEDIA: IMPACT OF FEMALE PROTAGONIST (KASHAF’S) DIARY DIALOGUES IN “ZINDAGI GULZAR HAI”

Abstract

This study explores the impact of diary dialogues written by the female protagonist, Kashaf, in the wellknown Pakistani drama "Zindagi Gulzar Hai." Using a qualitative research methodology, the study focuses on thematic analysis and extracts meaning from interviews with 10 individuals, five of whom are female and five of whom are male. Semi-structured interviews have been conducted with GCWUS, NUST, and USKT participants. The main goals are to find recurrent themes and insights expressed in retrospective views and investigate how her diary entries impact viewers' perceptions and knowledge of Kashaf. There is a significant research gap on the subtle effects of diary dialogues in Pakistani television dramas, especially when it comes to character-driven storytelling. This study fills this space by examining the emotional and thematic significance of Kashaf's diary entries through in-depth viewer interviews. The results of this study show that viewers' emotional attachment to Kashaf's persona is greatly influenced by her diary talks. Additionally, the thematic analysis clarifies the recurrent topics that her diaristic expressions convey—such as gender dynamics, empowerment, and societal challenges.