Critical discourse analysis and the semiotic construction of gender identities

Detalhes bibliográficos
Autor(a) principal: Magalhães, Izabel
Data de Publicação: 2018
Tipo de documento: Artigo
Idioma: por
Título da fonte: DELTA: Documentação de Estudos em Lingüística Teórica e Aplicada
Texto Completo: https://revistas.pucsp.br/index.php/delta/article/view/37814
Resumo: This study examines textual and semiotic aspects of adverts according to critical discourse analysis. The focus of the study is the concept of gender identity. In adverts, different texts are appropriated in new ways explicitly as well as implicitly. Here texts work in a process of discourse technologisation. Both the feminine and the masculine are represented discursively in their heterogeneity: the feminine is represented as a commodified body; it is also frail and pathological. The masculine is linked with power, but with fashion too. Adverts position readers ideologically, so that they can define their gender identities as consumers.
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spelling Critical discourse analysis and the semiotic construction of gender identitiesDiscourse TechnologisationGender IdentitiesSemiotic AnalysisAdvertisingThis study examines textual and semiotic aspects of adverts according to critical discourse analysis. The focus of the study is the concept of gender identity. In adverts, different texts are appropriated in new ways explicitly as well as implicitly. Here texts work in a process of discourse technologisation. Both the feminine and the masculine are represented discursively in their heterogeneity: the feminine is represented as a commodified body; it is also frail and pathological. The masculine is linked with power, but with fashion too. Adverts position readers ideologically, so that they can define their gender identities as consumers.Pontifícia Universidade Católica de São paulo2018-06-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://revistas.pucsp.br/index.php/delta/article/view/37814DELTA: Documentação e Estudos em Linguística Teórica e Aplicada; v. 21 n. 3 (2005): NÚMERO ESPECIAL1678-460X0102-4450reponame:DELTA: Documentação de Estudos em Lingüística Teórica e Aplicadainstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPporhttps://revistas.pucsp.br/index.php/delta/article/view/37814/25559Copyright (c) 2018 DELTA: Documentação e Estudos em Linguística Teórica e Aplicadainfo:eu-repo/semantics/openAccessMagalhães, Izabel2018-06-18T12:31:50Zoai:ojs.pkp.sfu.ca:article/37814Revistahttps://revistas.pucsp.br/deltaPRIhttps://revistas.pucsp.br/index.php/delta/oai||delta@pucsp.br1678-460X1678-460Xopendoar:2018-06-18T12:31:50DELTA: Documentação de Estudos em Lingüística Teórica e Aplicada - Pontifícia Universidade Católica de São Paulo (PUC-SP)false
dc.title.none.fl_str_mv Critical discourse analysis and the semiotic construction of gender identities
title Critical discourse analysis and the semiotic construction of gender identities
spellingShingle Critical discourse analysis and the semiotic construction of gender identities
Magalhães, Izabel
Discourse Technologisation
Gender Identities
Semiotic Analysis
Advertising
title_short Critical discourse analysis and the semiotic construction of gender identities
title_full Critical discourse analysis and the semiotic construction of gender identities
title_fullStr Critical discourse analysis and the semiotic construction of gender identities
title_full_unstemmed Critical discourse analysis and the semiotic construction of gender identities
title_sort Critical discourse analysis and the semiotic construction of gender identities
author Magalhães, Izabel
author_facet Magalhães, Izabel
author_role author
dc.contributor.author.fl_str_mv Magalhães, Izabel
dc.subject.por.fl_str_mv Discourse Technologisation
Gender Identities
Semiotic Analysis
Advertising
topic Discourse Technologisation
Gender Identities
Semiotic Analysis
Advertising
description This study examines textual and semiotic aspects of adverts according to critical discourse analysis. The focus of the study is the concept of gender identity. In adverts, different texts are appropriated in new ways explicitly as well as implicitly. Here texts work in a process of discourse technologisation. Both the feminine and the masculine are represented discursively in their heterogeneity: the feminine is represented as a commodified body; it is also frail and pathological. The masculine is linked with power, but with fashion too. Adverts position readers ideologically, so that they can define their gender identities as consumers.
publishDate 2018
dc.date.none.fl_str_mv 2018-06-18
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://revistas.pucsp.br/index.php/delta/article/view/37814
url https://revistas.pucsp.br/index.php/delta/article/view/37814
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://revistas.pucsp.br/index.php/delta/article/view/37814/25559
dc.rights.driver.fl_str_mv Copyright (c) 2018 DELTA: Documentação e Estudos em Linguística Teórica e Aplicada
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 DELTA: Documentação e Estudos em Linguística Teórica e Aplicada
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Pontifícia Universidade Católica de São paulo
publisher.none.fl_str_mv Pontifícia Universidade Católica de São paulo
dc.source.none.fl_str_mv DELTA: Documentação e Estudos em Linguística Teórica e Aplicada; v. 21 n. 3 (2005): NÚMERO ESPECIAL
1678-460X
0102-4450
reponame:DELTA: Documentação de Estudos em Lingüística Teórica e Aplicada
instname:Pontifícia Universidade Católica de São Paulo (PUC-SP)
instacron:PUC_SP
instname_str Pontifícia Universidade Católica de São Paulo (PUC-SP)
instacron_str PUC_SP
institution PUC_SP
reponame_str DELTA: Documentação de Estudos em Lingüística Teórica e Aplicada
collection DELTA: Documentação de Estudos em Lingüística Teórica e Aplicada
repository.name.fl_str_mv DELTA: Documentação de Estudos em Lingüística Teórica e Aplicada - Pontifícia Universidade Católica de São Paulo (PUC-SP)
repository.mail.fl_str_mv ||delta@pucsp.br
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