Unhappy even happy, Rotten papers, points to ponder, Quotable quotes, political marketing through discourse analysis. By Dr.

 Unhappy even happy, Rotten papers, points to ponder, Quotable quotes, political marketing through discourse analysis. By Dr. Sohail Ansari

Conceived and worded by DR Sohail Ansari (originality of concepts and originality of words).

He believes that there can never be a zero scope for improvement and appreciates criticism if it is not for the sake of criticism

Man is not happy even he is happy as before long he longs for something to relive the tedium of happiness.

Lumps of rotten papers

·        ‘Books are not lumps of lifeless paper. They are minds alive on the shelves’ but derivative books are lumps of rotten papers. When we open them we hear the men speaking the words we feel we have heard before; the way they relate to us we feel that someone has already related to us before.

 Points to ponder

·        The brazen grafting of exotic culture onto an indigenous one is though, without any shadow of doubt, destined to be doomed; the thing that makes it a counter-productive is the unleashing of a public yearning for maintaining old order intact_ ergo; what we instead of erosion get is reinforcement. The judicious approach begins with the recognition of the sensitivity of people to the making of any inroads upon their cultural independence; thus subjecting them to the influences detected only subliminally that can lead, insidiously but with peace, to incremental rise in the fondness of foreign things which they previously felt foreign to.  

Quotable quotes

·       Whoever believes that withdrawal from the social mainstream leads to the purity of thought owes an explanation for self-contamination.

·        Seclusion may give recluse the piety of though, may not dehumanize him, may cleanse him of sleazy tendencies but surely it robs him of the blessed touch of another human being.

Political marketing through discourse analysis

·        Political marketing consultant applies the discourse analysis to ‘words’ ‘slogans’ ‘messages’ and  speeches’ for locating them within a wrong historical and social context to challenge definitive answers, established interpretations of belief systems and the world. Debates will never be settled but they allow for the inclusion of doubts, biases against beliefs and create acceptance for the unstated agendas.

·        Political marketing consultant locates words or messages in a right historical and social context but location itself is unjustified; for example the word crusade used by President Bush perhaps was used only to mean struggle but locating it in a historical context enable dubbing attack on Iraq ‘the attack on Muslim world by the Christian of west’.

                   Location creates the ontological and epistemological assumptions behind statements or messages.

Format:      Leader/Party-Information Format

Campaign: 1988

Newspaper:        Jung

From:                   P.P.P

Ad:    Value ad

Ad N:          3

Analysis:

Nusrat Bhutto appears, but as representation of abstract values such as love (for democracy and people). The pictorial part of ad is the symbolic reference to the commitment of PPP and used as the provocative symbol to indicate the resolve to sacrifice (for people) and buck the dictatorship.  Through the personalities of Nusrat; it captures the pain and suffering of PPP.

Nusrat’s negotiating of tyranny as depicted in picture encourages the reader to feel much like the Nusrat, and imagine the hardships PPP underwent in order to understand the deep commitment of PPP for democracy. This part gives information of two things: One of PPP as the party ready to sacrifice; and other of Zia (which reflect badly on Muslim League claims to be the holder of his legacy) as the hypocrite and brutal dictator.

The first line ‘you so-called protector of sheet…’ applies religious and political code. Protector of sheet and home means the protector of the sanctity of women. Sheet in Islam and in East is the symbol of modesty as body is covered by it; and the boundary of home is citadel which guards her against dangers. Sheet protects woman when she is outdoors and boundary indoors. Zia claimed to protect her against violation indoors and outdoors.

The rule of PPP__ which had preceded Zia__ had elicited deprecatory grunts for its secular ethos from the right-wing parties reflected in its pledge to electorate to emancipate women and striving toward this end throughout its tenure.

Abstract words like ‘emancipation’ are characteristically empty and as emptiness of pot lets one to pour liquid from any side, a hollow part of abstract words enables people to fill it by themselves and apply them to convey various meanings and this filling lends them to complex and often conflicting interpretation making them as hard to know what they actually mean as it is hard to discover the color of the glass which assumes the color of liquid poured into it. It is almost impossible to grasp the intended significance of them unless one knows the frame of reference a user follows.

There is nothing wrong with word ‘emancipation’ of women unless one applies Western frame of reference to it. PPP meant by emancipation the unbridled freedom as enjoyed by women in West. Driven by its socialist/secular convictions PPP’s government employed all resources at its disposal to make social life co-educational in an attempt to prepare women psychologically to follow western values.  Zia vowed to protect women from the assault of Western influences and enjoyed the overt and covert support of right wings parties which had been vehement in opposition to the attempt of Westernizing women.

Ad targets that much emphasized claim, and Zia’s projection as the custodian of women modesty. The picture of tortured woman who is the wife of Bhutto as well is the testimony to the brutalities inflicted on women which themselves went against the grain of Islam. The picture is calculated to summon up the memories of Zia’s rule and compels many supporters of him to contemplate this aspect of Zia’s personality as bitter as all of sudden surfaced truth of reality in order to evoke sympathies and admiration for PPP and create hatred for Zia as the one who exploited Islam for the perpetuation of his rule. Second part of the text delineates the atrocities of Zia’s rule: Lashing; hangings; and incarcerating (thousands of innocent to the effect) people. This part creates certain impressions:

The bereaved family of Bhutto became the bellwether in the crusade for democracy and proof is the picture of Nusrat who had sustained wounds. The heart-rending picture furthermore is featured to evoke massive sympathy to the scale that could translate into votes in a country whose social and religious mores assign a sacred place to woman as the sister and mother.  

People fighting for resorting the status quo ante were lashed and imprisoned. Third part reads like the statement of determination from the brave people of Pakistan: commitment to lofty ideals of democracy will not falter and carries on inspiring supreme sacrifices at the altar of democracy.