Vol. 4 No. 3 (2021): Pakistan Journal of International Affairs
Articles

THE POWER OF POLITICAL SUBLIMINAL MESSAGES IN KASHMIR BASED MOVIES HAMID AND HAIDER

Published 2021-09-27

Abstract

Subliminal messages are those concealed and hidden messages which are not effectively noticeable and can control an individual's mind without them being aware. Films can affect the overall audience's mind and make roads for their thinking of the issue. They can change the perception of people about explicit and unfortunate occasions and subjects. This research explored if there are any subliminal messages present in the movie Hamid along with the movie Haider and does these movies aim to target the ongoing freedom movement in Kashmir. Moreover, the basic objective is to understand that how the Indian movies portrayed Kashmiri Muslims. The number of literature writing associated with subliminal messages in movies advertisement and other mediums is highlighted in this research. This study aims to analyze the visual of the film Hamid and Haider and intensely identify any subliminal messages, in the form of visuals and linked its relation with the freedom movement in Kashmir. The proposed method to lead the research is multimodal discourse analysis. To carry out these analyses Visual Social Semiotic Theory by Jewitt and Oyama. Results showed that there are subliminal messages which are targeting and manipulating the audience to show  different perspectives of freedom movement and Indian brutality or violence. Hamid and Haider reveal the pith of the speculation which expresses that Indian media and Government incorporate Subliminal messages which project a hidden boost and targeting freedom movement mean jihad is a call to slaughter, to torment, to rebuff which the Quran legitimize