<p>This investigation scrutinizes the depiction of women within Pakistani YouTube content, encompassing both visual and textual representations, while exploring the influence of these portrayals on online discourse concerning gender. Utilizing Multimodal Discourse Analysis (MMDA), the study analyzes thumbnails and comment sections of three selected videos. It assesses how various visual and textual elements collaboratively reinforce or challenge cultural beliefs regarding gender. The results reveal that thumbnails frequently feature eye-catching or deceptive imagery, such as women dressed in flamboyant attire or adopting suggestive poses, intended to attract viewers, even when the actual video content does not correspond with these visuals. Such framing not only captures viewers’ attention but also influences their interpretive frameworks from moral or cultural standpoints. This phenomenon is further evidenced in the comment sections, where numerous users engage in cyberbullying, moral judgment, or victim-blaming, often employing religious or nationalistic language. The research underscores how digital platforms sustain pre-existing gender hierarchies through design choices and audience interactions, and promotes the necessity for more responsible content creation and moderation. Despite limitations stemming from its modest sample size, the study offers timely insights into the intersections of visual culture, technology, and ideology within daily digital life.</p>