scholarly journals Gender Representation And Identity Construction In Pakistani Print Advertisements Of Clothing Brands: A Socio- Semiotic Analysis

2015 ◽  
Vol 11 (1) ◽  
pp. 87-112
Author(s):  
Mehreen Umar ◽  
Sarwet Rasul
Keyword(s):  
Discourse Analysis ◽  
Identity Construction ◽  
Gender Representation ◽  
Semiotic Analysis ◽  
Gender Identities ◽  
Men And Women ◽  
Male And Female ◽  
Print Advertisements ◽  
Age Identity ◽  
Semiotic Approach

The linguistic choices and graphical representations used in Pakistani print advertisements offer an interesting dimension in studying the ways in which gender identities are constructed. This study focuses on the nature of gender representation in Pakistan print advertisements of clothing brands and examines the general attributes given to men and women in Pakistani print advertisements. The purpose of the study is to explore the ways in which the print advertisements serve as a tool to construct, communicate and reinforce the long standing perceptions about gender identities. For this purpose a total of 102 advertisements are selected from a Pakistani weekly magazine Daily Times Sunday Magazine. Data is collected from 8 issues of this magazine published over a period of two months. All the advertisements of various clothing brands are taken to study how male and female identities are constructed and represented in the advertisements. A socio-semiotic approach to discourse analysis is used to study discourse, signs, symbols and other extra linguistic (semiotic) features used in the advertisements to construct and represent gender identities and to examine how the male and female models are portrayed in these advertisements with respect to style, posture, attitude, gaze, age, identity etc. The paper provides useful insights into the phenomena of gender representation and identity construction in the current Pakistani context.

scholarly journals Ambivalent Gender Identities in Contemporary African Literature: A Butlerian Perspective

2016 ◽  
Vol 4 (1) ◽  
pp. 81
Author(s):  
Léonard KOUSSOUHON ◽  
Fortuné AGBACHI
Keyword(s):  
Social Norms ◽  
African Literature ◽  
Gender Identities ◽  
Men And Women ◽  
Male And Female ◽  
Socially Constructed ◽  
Good Will ◽  
Gender Performances ◽  
The Way

<p>This paper is an attempt to examine the way male and female participants perform gender in 03 novels, <em>Everything Good Will Come</em> (2006), <em>Swallow</em> (2010) and <em>A Bit of Difference</em> (2013), by a contemporary Nigerian writer called Sefi Atta. The study draws on Gender Performative Theory as developed by the feminist Butler (1990/1999). This theory considers gender identities as being socially constructed. The study highlights the multiple ways in which male and female participants perform gender according to established social norms in the selected novels. Regarding the existing social norms in Nigeria, the findings by scholars like Fakeye, George and Owoyemi (2012), Mejiuni and Awolowo (2006), Bourey et al (2012), Gbadebo, Kehinde and Adedeji (2012), Okunola and Ojo (2012) exude that men are traditionally portrayed as career people, assertive, powerful and active, independent and violent while women are stereotypically depicted as housewives, submissive, powerless and passive, dependent and non-violent (or victims). Based on the above dichotomies between men and women, the study unveils the ideology that underpins gender performances in the novels.</p>

scholarly journals Gender Representation in EFL Textbooks for Elementary Schools: A Content Analysis

2020 ◽  
Vol 5 (3) ◽  
pp. 408
Author(s):  
Winda Khoirun Nisak ◽  
Furaidah Furaidah ◽  
Gunadi Harry Sulistyo
Keyword(s):  
Elementary School ◽  
Content Analysis ◽  
Elementary Schools ◽  
Gender Equality ◽  
Gender Representation ◽  
Female Characters ◽  
Men And Women ◽  
Male And Female ◽  
The World ◽  
Household Activities

<p><strong>Abstract:</strong> This research is a study of assessing the representation of gender in elementary school textbooks used by an international curriculum that is widely used in 160 countries throughout the world. The content analysis used to lead the representation of the male and female on the textbooks. The findings of this study indicate that the gender representation formed in the textbook shows the existence of gender equality which is reflected in the balanced emergence of male and female characters that appear in textbooks, the prevalence of the professional picture of men and women and the balance of household activities reflected in the textbook.</p><strong>Abstrak:</strong> Penelitian ini merupakan penelitian mengenai representasi gender di buku teks siswa sekolah dasar yang dipakai oleh kurikulum internasional yang tersebar luas di 160 negara di seluruh dunia. Konten analisis dipakai untuk melihat representasi dalam buku. Temuan dari penelitian ini menunjukkan bahwa konstruksi gender yang terbentuk dalam buku teks tersebut menunjukkan adanya kesetaraan gender yang tercermin dari berimbangnya kemunculan karakter laki laki dan perempuan yang muncul dalam buku teks, meratanya gambaran profesi laki-laki dan perempuan serta berimbangnya kegiatan rumah tangga yang tercermin dalam buku teks.

‘Young at heart’: discourses of age identity in travel agency interaction

1999 ◽  
Vol 19 (4) ◽  
pp. 417-440 ◽  
Author(s):  
VIRPI YLÄNNE-McEWEN
Keyword(s):  
Discourse Analysis ◽  
Identity Construction ◽  
Old Age ◽  
Single Case ◽  
The Elderly ◽  
One Dimension ◽  
Travel Agency ◽  
Self Identity ◽  
Age Identity ◽  
Micro Level

This paper examines, through discourse analysis at a micro level, how age identities become interactionally constructed through talk. After a brief overview of the constructivist arguments, the focus is on a single-case interaction between an older client couple and three travel agency assistants. The various means by which age is made salient by the participants and the ensuing age identities that are created for and by the couple in particular are investigated. The images of the ‘elderly’ as portrayed in holiday brochures, providing one dimension of the context of this encounter and being significant in older travellers' self-identity construction, are also looked at. It is argued that discourse analysis has a useful contribution to make in social gerontology in that it can illuminate the interactive processes through which ageing and old age can be defined.

Beauty has no age anymore: Fashion and youth in Colombia (1970–99)

2021 ◽  
Vol 8 (1) ◽  
pp. 67-84
Author(s):  
Edward Salazar
Keyword(s):  
Discourse Analysis ◽  
Material Culture ◽  
Textile Industry ◽  
Cultural Construction ◽  
Men And Women ◽  
Male And Female ◽  
Fashion Magazines ◽  
A Value ◽  
Female Values

This article analyses the cultural construction of youth and beauty as socially dominant values through an interrogation of Colombian fashion magazines produced between 1970 and 1999. To this end, the article analyses the role of fashion and the textile industry – including brands, textile companies and designers – within this key period to understand the transformation of male and female values in the process of establishing youth as an imperative standard for appearance and behaviour. The methodology used is discourse analysis applied to visual and textual advertising published by fashion magazines during the aforementioned period, as a means to understand the ideals and values of fashion and its material culture. This article reveals the tensions between the historical construction of youth in Colombia and the textile and fashion industries, the de-differentiation of youth as a value in men and women, and the paradoxical ambiguity between the ephemeral logic of fashion and the eternal aspiration of youth. These issues have not been adequately explored with regard to Colombia yet.

scholarly journals The Semantic Structure of narrative discourse in the novel " The Alley of Mudaq " by Naguib Mahfouz: التشكلات الدلالية للخطاب السردي في رواية "زقاق المدق" لنجيب محفوظ

2019 ◽  
Vol 5 (4) ◽  
Author(s):  
Laila Othman Abdalla
Keyword(s):  
Discourse Analysis ◽  
Deep Structure ◽  
Narrative Structure ◽  
Narrative Text ◽  
Narrative Discourse ◽  
Semantic Structure ◽  
The Novel ◽  
Semiotic Analysis ◽  
Fiction Writing ◽  
Semiotic Approach

  Understanding the textual structure of the narrative construct in novels is essential in order to explore the aesthetics of fiction writing, which is also a basic factor for reading and criticism in its interpretation and hermeneutic aspects. Accordingly, this study aims to uncover the underlying principles of the narrative structure in the novel ‘The Alleys of Mudaqq’ from the perspective of viewpoint, style, description, rhetoric and language as well as the functions served by the aforementioned discourse modules semantically, formally or pragmatically depending on the semiotic approach. One of the main motives behind this study is the importance of the semantic structure in semiological studies and is considered an important aspect of discourse analysis of narrative text. Even though it goes beyond its role as analyzing the intrinsic and extrinsic meanings of discourse to occasionally serve as description and sometimes as symbolism and at other times in the form of artistic imagery. One of the consequences of semiotics in fiction analysis is that it views fiction as a narrative structure, i. e. , a larger network of relations that underlie the superstructure of a text. Thus, the approach which the semiotic analysis of the narrative discourse suggests is based on linguistic samples that determine the surface and deep structure of the narrative path. Moreover, the narrative system in ‘The Alleys of Mudaqq’ is an objective correlative the framework of which is related to an invitation to the high values and ethics of the humans, i. e. , the value of humans is not measured by the skills or the appearance he/she possesses, rather a human being’s ambitions should be built upon the skills and faculties he/she has and what he/she can actually perform.    

A Semiotic Approach Through Print Advertisements

2018 ◽  
pp. 146-170
Author(s):  
Neha Chirag Patel ◽  
Supriya Rahul Bhutiani
Keyword(s):  
Discourse Analysis ◽  
Visual Image ◽  
Roland Barthes ◽  
Indian Society ◽  
Indian Culture ◽  
Print Advertisements ◽  
Multimodal Discourse Analysis ◽  
Multimodal Discourse ◽  
Semiotic Approach ◽  
Changing Society

The advent of globalization has brought about innumerable changes in the Indian society. Advertisements reflect the changing society. In the said context, the authors have studied the print advertisements related to male grooming products in India over a twenty-five-year period by using the Multimodal Discourse Analysis and the framework of Roland Barthes semiotics study. The current study encompassed two prime purposes – the first being that of identifying and understanding the important codes of visual image in the male grooming sector; and the second being to discern the changes (if any) hitherto in the Indian culture. The findings from the present study reinforced the view that advertisements do mirror the changes in the society and hence the emergence of the Indian metrosexual men.

scholarly journals Gender Anthropology of Prehistoric Populations: The Case of "Improperly" Oriented Graves at the Mokrin Necropolis

2010 ◽  
Vol 5 (1) ◽  
pp. 165-182
Author(s):  
Marko Porčić
Keyword(s):  
Bronze Age ◽  
Physical Activities ◽  
Early Bronze Age ◽  
Gender Identities ◽  
Men And Women ◽  
Male And Female ◽  
The Town ◽  
Shed Light

This paper explores some gender anthropology issues in a prehistoric context. Specifically, the paper attempts to shed light on the question of why certain male and female persons were interred in positions contrary to the strict norm that applied to the burial of men and women at the early Bronze Age necropolis in the town of Mokrin near Kikinda. Three elements have been analyzed, namely physical activities, funerary offerings, and the layout of the necropolis. The analysis points to the conclusion that in the early Bronze Age society of Mokrin inverted gender identities were to be found.

scholarly journals Gender identities in e-shop perfume descriptions

2021 ◽  
Vol 22 (1) ◽  
pp. 63-77
Author(s):  
Katarína Nemčoková ◽  
Zdena Kráľová ◽  
Aneta Holíková ◽  
Daniel P. Sampey
Keyword(s):  
Discourse Analysis ◽  
Gender Stereotypes ◽  
Gender Stereotyping ◽  
Verbal Description ◽  
Primary Research ◽  
Men And Women ◽  
Male And Female ◽  
Olfactory Experience ◽  
Point Of Purchase ◽  
Males And Females

Abstract Perfume descriptions serve as an important persuasive tool in fragrance advertising. Scents traditionally elude clear verbal description, yet perfumes are nowadays frequently sold online, with no direct olfactory experience on the part of the consumer at the point of purchase. The products are thus often represented by metaphorical means depicting a desirable experience or portraying attractive identities of wearers, including stereotypical images of men and women. This article analyses 80 e-shop fragrance descriptions equally divided among adverts targeted at males and females. The sample texts were collected randomly from British and American e-shops, with the primary research objective to determine how male and female identities are reflected in these descriptions. The method of discourse analysis was applied and the AntConc 3.4.4 toolkit was used to calculate the frequency of words and their collocations. It was found that current female perfume descriptions on e-shops generally suppress gender stereotypes quite successfully, while gender stereotyping is more prominent in male perfume descriptions. The possible causes as well as ramifications of this disparity are also discussed.

Revisiting Harold Pinter’s The Caretaker: a Semiotic Study of the Dramatis Personae

2019 ◽  
Vol 16 (1B) ◽  
Author(s):  
Khaled Besbes
Keyword(s):  
Present Article ◽  
Analytical Method ◽  
Comprehensive Analysis ◽  
Positive Outcomes ◽  
Semiotic Analysis ◽  
Sign Systems ◽  
Semiotic Approach ◽  
Stage Props

Abstract: The present article sought to offer a semiotic analysis of Pinter’s The Caretaker’s characters as signifers in their own right. The article also aimed at studying the play’s dramatis personae as loci of multi-coded expressions, with a focus on the various modes of signifcation associated with them. Using semiotics as an analytical method, the author explored the linguistic and paralinguistic features of the characters’ discourses as signs in relation to the play’s pivotal themes, their kinesic and body expressions as indexical signs, as well as their distinctive proxemic behavior(s) onstage. Some attention was also given to the characters’ handling of stage props and the special meanings attached to them as replicators of character personality. The results of the discussion showed that using a semiotic approach to analyze The Caretaker’s characters can yield positive outcomes in terms of comprehensive analysis and interpretation of the characters as dynamic unities of interrelated sign-systems. Keywords: Pinter, semiotics, dramatis personae, linguistic, kinesic, proxemic

scholarly journals Data on gender representation in food and beverage print advertisements found in corner stores from Guatemala and Peru

2021 ◽  
Vol 14 (1) ◽  
Author(s):  
Lucila Rozas ◽  
Peter Busse ◽  
Joaquin Barnoya ◽  
Alejandra Garrón
Keyword(s):  
Food Industry ◽  
General Information ◽  
Marketing Strategies ◽  
Gender Representation ◽  
Print Advertising ◽  
Public Officials ◽  
Print Advertisements ◽  
Corner Stores ◽  
Food And Beverage ◽  
And Gender

Abstract Objectives Data on gender representation in food and beverage advertisements may allow for a better understanding of how the food industry is targeting different audiences based on gender. Nonetheless, scant research on food and beverage print advertising with a gender approach has been conducted. Therefore, we sought to assess the prevalence of gender focus in print advertisements found inside corner stores in two cities: Guatemala City, Guatemala, and Lima, Peru. Data description We developed two complementary datasets as part of the study: (1) a dataset of digital photographs of 200 food and beverage print advertisements found in corner stores located near schools (100 ads per country selected according to criteria such as product type, image quality, and uniqueness); (2) a quantitative dataset with data of the content analysis of these photographs. We employed 19 variables to record the general information and gender assessment of the ads. These datasets should allow scholars and public officials to identify gender-specific marketing strategies of the food industry that might impact children’s and adolescents’ nutrition differently.

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