RISHTA CULTURE - A CULTURAL MONSTROSITY IN PAKISTAN

Abstract

Culture encompasses the beliefs, customs, traditions, and values that shape the way people live, interact, and organize their lives. In South Asia, rishta1 culture is a prominent societal practice rooted in matchmaking for marriage. It objectifies individuals, with men often evaluated based on their financial stability and women on their physical appearance and dowry. This culture reflects deep-seated stereotypes and societal expectations tied to gender roles and materialistic standards. According to Henri Tajfel, 1970 we are naturally inclined towards social categorization and social comparison. Grouping people and making comparisons fosters the development of stereotypes. Global Capitalism has further intensified this issue by introducing Western standards of beauty, success, and lifestyle into South Asian societies through media. Advertisements and social media reinforce unrealistic ideals, objectifying both genders and fueling harmful stereotypes. As these pressures grow, individuals conform at the expense of personal identity. In response, this project presents an interaction using storytelling to critique and unpack these very gendered expectations, allowing individuals to experience the emotional weight of societal standards from each other’s perspectives