Abstract

This study analyzes the slogan used in Aurat March (2019-2020) on Women’s Day in Pakistan. It finds out how these slogans represent non-Islamic values in the Islamic society of Pakistan. It employs a qualitative approach as the design of the present study is critical. Further, it uses Fairclough’s 3d model of Critical Discourse Analysis to analyze the limited sample which is composed of 19 slogans. The findings of the study have shown that the language used in the slogans has an ideological purpose; it is used as a tool to spread non-Islamic idealogy among the people. The Pakistani women held the March to give voice to their rights, however implicitly the manipulation of language in their slogans demonstrates that they are demanding sex free society as practiced in the west. The results conclude that the language of slogans used in Aurat March Pakistan (2019-2020) represents non-Islamic ideology as it selects vulgar and unrefined linguistic patterns that are prohibited in a Muslim society like Pakistan. Thus, the study implies that the language of slogans can bring ideological change among the people.

Key words: Critical Discourse Analysis, Non-Islamic Ideology, Slogans (play cards), Fairclough’s 3d Model