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Media, as the chief site of meaning production, reproduce ideologies. I propose that the investigation of the ideological reproduction requires the examination of both media texts production and the texts reception. In the study I demonstrate that the media-based perpetuation of ideologies as well as recipients’ compliance with and rejection of them can be traced along the patterns of language used by the media producers and the media recipients. The expansion of material culture used to be considered responsible for turning contemporary consumers into a passive mass incapable of developing a critical relation to the commodities offered. In later models within culture studies, the consumers are conceptualised as self-aware ‘cultural experts’ selectively constructing their identities through consumption. Following this new account of consumption, mass media recipients should be expected to show resistance to the ideological underpinnings of mass media discourse. The results of the study presented in the current paper indicate, however, that subject positions available for the media recipients deprive them of the actual possibilities of contending the media’s ‘hidden agenda’. In the study, participants were asked to read an advertising text selected for its ideological gender bias identified by means of Critical Discourse Analysis toolkit. The same methodology was employed in the subsequent analysis of language elicited from the participants. The results show how ideology articulated in the public discourse of the media is reiterated in the vernacular discourses of their recipients. The conclusions garnered provide a point in favor of a more interdisciplinary approach to social studies, with the present investigation serving as an example of how culture studies may be informed by Critical Discourse Analysis.
Author:
Media, as the chief site of meaning production, reproduce ideologies. I propose that the investigation of the ideological reproduction requires the examination of both media texts production and the texts reception. In the study I demonstrate that the media-based perpetuation of ideologies as well as recipients’ compliance with and rejection of them can be traced along the patterns of language used by the media producers and the media recipients. The expansion of material culture used to be considered responsible for turning contemporary consumers into a passive mass incapable of developing a critical relation to the commodities offered. In later models within culture studies, the consumers are conceptualised as self-aware ‘cultural experts’ selectively constructing their identities through consumption. Following this new account of consumption, mass media recipients should be expected to show resistance to the ideological underpinnings of mass media discourse. The results of the study presented in the current paper indicate, however, that subject positions available for the media recipients deprive them of the actual possibilities of contending the media’s ‘hidden agenda’. In the study, participants were asked to read an advertising text selected for its ideological gender bias identified by means of Critical Discourse Analysis toolkit. The same methodology was employed in the subsequent analysis of language elicited from the participants. The results show how ideology articulated in the public discourse of the media is reiterated in the vernacular discourses of their recipients. The conclusions garnered provide a point in favor of a more interdisciplinary approach to social studies, with the present investigation serving as an example of how culture studies may be informed by Critical Discourse Analysis.
Femininities and Masculinities in Context
Gender performativity, its variances depending on their historical, social and cultural contexts, and the rituals, representations and institutions involved in gender performances are some of the issues the authors addressed in this collection. Gender under Construction takes a non-essentialist view of gender and provides illustrative examples of gender constructive processes by pursuing them in various contexts and by means of diverse methodologies. In so doing, the book demonstrates that it is unfeasible to consider gender as a fixed biological trait. Instead, the authors propose to look at gender performance as ongoing processes in which femininities and masculinities enter multiple and dynamic intersections with a myriad of categories, including those of nationality, ethnicity, class, sexuality and age.
Contributors are Iqbal Akthar, Renata Ćuk, Ewa Glapka, Deirdre Hynes, Borja Ibaseta, Martin King, Ana Cristina Moreira Lima, Mervi Patosalmi, Marcia Bastos de Sá, Andréa Costa da Silva, Vera Helena Ferraz de Siqueira, Christi van der Westhuizen and Isabelle V. Zinn.
Contributors are Iqbal Akthar, Renata Ćuk, Ewa Glapka, Deirdre Hynes, Borja Ibaseta, Martin King, Ana Cristina Moreira Lima, Mervi Patosalmi, Marcia Bastos de Sá, Andréa Costa da Silva, Vera Helena Ferraz de Siqueira, Christi van der Westhuizen and Isabelle V. Zinn.
Femininities and Masculinities in Context
Gender performativity, its variances depending on their historical, social and cultural contexts, and the rituals, representations and institutions involved in gender performances are some of the issues the authors addressed in this collection. Gender under Construction takes a non-essentialist view of gender and provides illustrative examples of gender constructive processes by pursuing them in various contexts and by means of diverse methodologies. In so doing, the book demonstrates that it is unfeasible to consider gender as a fixed biological trait. Instead, the authors propose to look at gender performance as ongoing processes in which femininities and masculinities enter multiple and dynamic intersections with a myriad of categories, including those of nationality, ethnicity, class, sexuality and age.
Contributors are Iqbal Akthar, Renata Ćuk, Ewa Glapka, Deirdre Hynes, Borja Ibaseta, Martin King, Ana Cristina Moreira Lima, Mervi Patosalmi, Marcia Bastos de Sá, Andréa Costa da Silva, Vera Helena Ferraz de Siqueira, Christi van der Westhuizen and Isabelle V. Zinn.
Contributors are Iqbal Akthar, Renata Ćuk, Ewa Glapka, Deirdre Hynes, Borja Ibaseta, Martin King, Ana Cristina Moreira Lima, Mervi Patosalmi, Marcia Bastos de Sá, Andréa Costa da Silva, Vera Helena Ferraz de Siqueira, Christi van der Westhuizen and Isabelle V. Zinn.