Gender Stereotypes in Media Business Discourse: Variations in Identities, Contexts and Cultures
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Alcina Sousa
Abstract
This paper is meant to discuss two diverse but mutually entailed goals, underpinning the analysis of media business discourse. On the one hand, it promotes a critical understanding of how gender marks discourse and encodes power in business discursive communities, thus playing a key role in “shaping the expectations about people’s behaviours” (Koller 2004: 178). On the other, it promotes an interdisciplinary approach so as to disambiguate the discursive and argumentative strategies in the construction of media content by focusing on the symbolic organization and interaction between citizens and the discursive communities, in terms of male/female representations, given the way they throw global challenges and/or replicate stereotypes and particular ways of perceiving (Carter 1994: 5) the business discourse in terms of enunciation. The contrastive analysis of a corpus of magazine texts, covering news in April and May 2011, with a large readership in the global scenario, in Portuguese and in English (Sábado, Visão, Time and Newsweek), uncovers the power imbalance created when media texts pass on stereotypical patterns of behaviour in business and everyday discursive communities.
© 2014 by Walter de Gruyter Berlin Boston
Artikel in diesem Heft
- Frontmatter
- Editorial
- Effect of Gender on Language Performance of American Speakers, Russian Native Speakers, and American L2 Learners of Russian in a Complaint Situation
- Gender Stereotypes in Media Business Discourse: Variations in Identities, Contexts and Cultures
- Language of Cyber-Politics: "Imaging/Imagining" Communities
- Deictic Representations of Person in Media Discourse
- Target's Corporate Identity and its Reflection in Employee's Anonymous Reviews of the Company
- Review of Proximization: The pragmatics of symbolic distance crossing by Piotr Cap
- Review of Developments in Linguistic Humour Theory by Marta Dynel
Artikel in diesem Heft
- Frontmatter
- Editorial
- Effect of Gender on Language Performance of American Speakers, Russian Native Speakers, and American L2 Learners of Russian in a Complaint Situation
- Gender Stereotypes in Media Business Discourse: Variations in Identities, Contexts and Cultures
- Language of Cyber-Politics: "Imaging/Imagining" Communities
- Deictic Representations of Person in Media Discourse
- Target's Corporate Identity and its Reflection in Employee's Anonymous Reviews of the Company
- Review of Proximization: The pragmatics of symbolic distance crossing by Piotr Cap
- Review of Developments in Linguistic Humour Theory by Marta Dynel
