This study investigates the strategies employed in the representation of masculinity in a sample of 50 advertising campaigns launched between 1999 and 2020. The chosen posters advertise products targeted at men that fit into five categories: beverages, food, daily care products, male fragrances, and clothing. Among the brands advertised are American Apparel, Clinique, Coca-Cola, Dove, Givenchy, McDonald's, and Nike. The analysis of discursive strategies is complemented by an analysis of the Corpus of Contemporary American English that investigates the most salient (...) collocates of real man/men in US English; this search was conducted due to the frequent mention of the term real men in the slogans under investigation. The corpus analysis supports the key findings of the study by showing that language and advertising operate in a circular structure and mutually impact one another. The five major strategies identified as recurrent in the representation of masculinity include gentleman's look, gender equality and fatherhood, sex appeal, sex and dominance, and strength. The findings reveal the prevalence of stereotypical representations of masculinity that foreground sex appeal, strength, and dominance over women, and to a lesser extent, the image of the classic gentleman. The Dove Men Care Collection promotes the idea of fatherhood and gender equality, which might be considered a slight departure from the usual representations of masculinity in advertising, though it is still embedded within the dominant framework of hegemonic masculinity. (shrink)

Due to the increasing concern about gender equity in the U.S., song lyrics with political activism are receiving more attention. As reflected through lyrics and the artist’s tumultuous life events, ‘thank u, next,’ Ariana Grande’s fifth album, has been reviewed by media outlets, such as Billboard as mirroring Grande’s public persona of self-empowerment. iTunes (2019) describes the album as Grande’s embraced position of – ‘complex, independent, tenacious and flawed.’ This study investigates how these claims came about by adopting Fairclough’s Critical (...) Discourse Analysis three-dimensional framework. It examines how the discourse of self-empowerment is portrayed in her lyrics, and what linguistic strategies are deployed to portray the discourse. This study hopes to add texture to existing literature by examining the production of young women’s empowerment ideology and the meanings of neoliberal feminism in relations to the use of language in song lyrics. Linguistic strategies such as the use of metaphors, overstatements and presupposition manipulation have been investigated through textual, and social analyses of the songs to demonstrate the ideological concepts of a ‘self-empowered woman’. The concepts found include independence, self-love/growth, owning of sexuality, and being needy. The concepts also revealed that Grande’s lyrics mostly support ideals of gender equity and female empowerment. (shrink)

Recent years have witnessed an increasing academic interest in Chinese homosexuality; however, linguistic-oriented research on this topic is scant and multimodal inquiry on it is even rarer. To address the gap, this article conducts a discourse analysis of how tongzhi in mainland China are represented by news media. Specifically, we examine both linguistic and visual representations of tongzhi by utilizing two influential English-language newspapers in mainland China published between 2009 and 2019. Our data consist of 221 news articles totaling 117,407 (...) words; 44 of the articles are accompanied with pictures. Methodologically, we draw on Halliday’s transitivity structure coupled with van Leeuwen’s classification of social actors. Our findings reveal that Chinese tongzhi are mainly represented in a negative fashion, and that there is little positive news representation of this invisible community. In addition, socio-cultural factors contributing to media representations of Chinese tongzhi are considered. (shrink)

This study conducts a bibliometric analysis of news discourse analysis using CiteSpace to sketch its scientific landscape based on journal articles in English in the Scopus database from 1988 through 2020. The statistical analysis provides evidence for the interdisciplinarity of this area, and shows an upward trend in general over these years as well as an accelerating growth rate in the past decade. Findings also indicate that the problem-oriented CDA has gained the most popularity in this area since its emergence, (...) and the appraisal framework, multimodality analysis, and discursive news values have become three hotspots of news discourse analysis. In addition, the authors in the West have contributed most in this area, but those from Chinese Mainland, Malaysia, South Africa, and Indonesia have gradually been an emerging powerhouse, which has added diversity in topics and will enhance equality and promote dialogue between different communities, ethnics, and races across the globe. (shrink)

ABSTRACT This corpus-assisted critical discourse study examines news reports published by China’s official English-language media from 2000 to 2018, with the goal of understanding how they represent LGBTQ+ issues within the China’s socio-political context. Analysis reveals that the discussion of LGBTQ+-related topics has been consistently discouraged in China’s official English-language media, and the few news reports which have appeared in these media sources have focused on preventing the spread of HIV/aids through homosexual behaviors, on promoting LGBTQ+ rights, and on advocating (...) for the liberalization of sex education in China. The range of these focuses indicates that, despite widely-held negative stereotypes regarding homosexual behaviors and their relation to the spread of HIV/aids, the official English-language media of China have endeavored to project a positive image of the Chinese central government’s efforts to construct a society that is open, inclusive, and tolerant of LGBTQ+ individuals. This study also discusses positive changes in the social well-being of LGBTQ+ persons in China as evidenced first by the more liberal attitudes that gradually have resulted from the efforts of Chinese netizens to influence LGBTQ+-related governmental policies and second, by the more positive representations of LGBTQ+ issues being communicated to global audiences through the China’s official English-language media. (shrink)

Psychological sex differences have been studied scientifically for more than a century, yet linguists still debate about the existence, magnitude, and causes of such differences in language use. Advances in psychology and cognitive neuroscience have shown the importance of sex and sexual orientation for various psychobehavioural traits, but the extent to which such differences manifest in language use is largely unexplored. Using computerised text analysis, this study found substantial psycholinguistic sexual dimorphism in a large corpus of English-language novels by heterosexual (...) authors. The psycholinguistic sex differences largely aligned with known psychological sex differences, such as empathising–systemising, people–things orientation, and men’s more pronounced spatial cognitive styles and abilities. Furthermore, consistent with predictions from cognitive neuroscience, novels by lesbian authors showed minor signs of psycholinguistic masculinisation, while novels by homosexual men had a female-typical psycholinguistic pattern, supporting the gender shift hypothesis of homosexuality. The findings on this large corpus of 66.9 million words indicate how psychological group differences based on sex and sexual orientation manifest in language use in two centuries of literary art. (shrink)

This paper examines how gender is represented within conspiracy theories by drawing on data from a corpus composed of conspiracy theory documents. It presents an analysis of the collocates of gendered nouns, highlighting the ways that conspiracy theorists use language to reinforce connections between religiosity and masculinity and understandings of femininity that rely on biological gender essentialism. Further, this paper highlights the overlap in values between religious masculinity and hegemonic masculinity that occur within this discourse. It also argues that the (...) ways in which gender is represented in conspiracy theory discourse shares links to far-right ideology, even when the conspiracies in question do not have direct or overt connections to the far-right. (shrink)

Recent decades have witnessed an increase in lesbian, gay, bisexual, transgender, queer and intersex visibility in the British media. Increased representation has not been equally distributed, however, as bisexuality remains an obscured sexual identity in discourses of sexuality. Through the use of diachronic corpus-based critical discourse analysis, this study seeks to uncover how bisexual people have been represented in the British press between 1957 and 2017. By specifically focusing on the discursive construction of bisexuality in The Times, the results reveal (...) how bisexual people are represented as existing primarily in discourses of the past or in fiction. The Times corpus also reveals significant variation in the lexical meaning of bisexual throughout the 60 years in question. These findings contribute to contemporary theories of bisexual erasure which posit that bisexual people are denied the same ontological status as monosexual identities, that is, homosexuality and heterosexuality. (shrink)

ABSTRACTThis paper uses methods from corpus linguistics and discourse analysis to analyse discourses produced by a populist far-right movement, the English Defence League, an organisation which the group elite claim is opposed to the spread of Islamism, Sharia law and Islamic extremism in the UK. Two corpora are analysed using the online Corpus Query System, Sketch Engine [Kilgarriff, A., Rychly, P., Smrz, P., & Tugwell, D.. The sketch engine. Proceedings of Euralex. Lorient, France]; one corpus is compiled of texts published (...) by the group leaders on their official website and the second of texts written by group supporters on the organisation’s Facebook page. Furthermore, a thread from the group’s Facebook page is studied. While the group’s mission statement declares that their aim is to oppose radical Islam, an investigation of the data demonstrates that they are an organisation opposed to all forms of Islam and immigration of Muslims to the UK. The study of group members’ texts reveals a discrimination against Muslims based on cultural otherness, intolerance and xenophobia. In addition, EDL supporters construct themselves as victims at the hands of the UK political establishment, police authorities and ethnic minorities. By investigating the discourses of racist, populist movements such as the EDL, contemporary racist ideologies, hate speech and forms of mobilisation may be more fully understood and countered. (shrink)

Since January 2020, Canadian Chief Medical Officers (CMOs) have rapidly evolved into public figures. However, the gendered makeup of this role seems to map onto CMO communication: 10 CMOs are women and 7 use Twitter to communicate, as opposed to 7 men, of whom only 3 have Twitter accounts. Adopting the theoretical lens of language ideology, this paper explores language and gender dimensions of Canadian Chief Medical Officer (CMO) health discourse by analyzing pandemic tweets from CMOs (January 2020-June 2021, 21,389 (...) tweets, 930,0883 words) using corpus-assisted discourse studies. Results suggest that male and female CMOs have not communicated to the same extent, nor have they used the same (range of) languages. Also, there are differences with regard to expressions of authority and compassion. While a paucity of male data poses methodological challenges, it also raises questions about the specific and disproportionate communication work accorded to and undertaken by women. The paper concludes by arguing that female CMOs’ adherence to stereotypically gendered ways of speaking is a strategy for navigating volatile online and offline environments, but that this raises questions about the longer-term impacts of authority in gendered discourse. (shrink)

Keyword analysis is used to compare the reporting strategies of three major UK newspapers on the topic of Edward Snowden and state surveillance. Differences are identified in the reporting strategies of The Guardian, Daily Mail and The Sun that provide insight into the ideology of the British press. There is significant variation in the style, content and stances of each newspaper towards state surveillance, as well as clear evidence of ideology within each paper: The Guardian is critical of surveillance and (...) defensive of its decision to publish classified documents; the Daily Mail focuses heavily on personalisation and the personal life of Edward Snowden; and The Sun perpetuates an us/them ideology that is highly supportive of state surveillance. These differences are motivated by each newspaper’s ideology, news values and audience considerations and demonstrate how British newspapers offer radically different perspectives on the same events. (shrink)

ABSTRACTIn this paper, we examine representations of masculinity in the English-language South African print media. Using both quantitative and qualitative techniques to interrogate a large corpus of English-language newspaper articles on masculinity that appeared in South Africa between 2008 and 2014, we investigate the ways in which different South African masculine types are positioned with respect to one another in the media and examine how these positionings draw on broader tropes of gender, race and social class that circulate in South (...) African society. Ultimately, our goal is to provide a more nuanced picture of gender/sexual hegemony in South Africa that goes beyond a simple opposition between dominant versus subordinate forms of masculinity to explore the range of competing normativities in the region. In doing so, we also aim to contribute to debates about the role of norms and normativities in the theorizing of masculinity more broadly. (shrink)