feminist critical discourse analysis is an approach distinguished by its focus on revealing unequal power relations between women and men in their social life. in the present paper, it is suggested that simone de beauvoir’s theory of the formation of gender identity and female subject in the second sex provides a meaningful theoretical ground to the feminist critical discourse analysis. althoug...

not only does media reflect realities but also it shapes them and while being effective on our knowledge of world surrounding us. over the recent decade, women, along with their traditional roles, have approached new social activities, which were considered exclusively masculine in the past, and have created a stable status for themselves. but it seems that this change is not considered by t.v....

abstract this study aimed to investigate how english language teaching textbooks portrayed male and female social actors according to their social roles and gender identities. to examine the linguistic representation of male and female social actors and construction of gender identities in elt textbooks, top notch series was selected. to do so, attempts were made to analyze the series in terms ...

portraying women in the media is one of the main social and cultural issues especially on television. television commercials as a genre have ideas about goods and services, but it constructs a secondary discourse about society, culture and gender roles along the way. the main goal of this paper is to examine women’s readings of gender roles representation in iranian television commercials from ...

media are not only reflection of realities but also shape them and are effective on our knowledge of world around us. women in recent decades, along with their traditional roles, have approached new social activities, which were considered exclusively masculine in the past, and have created a stable status for themselves there. but it seems that this change is not considered by t.v. advertiseme...

living in modern societies is full of advertising messages. these messages in diverse and numerous forms affect every day and working life of people. one of the most challenging subjects in advertising is representation of women in advertising and commercial promotions. a large part of representations in advertisements depicts women in their role as cultural stereotypes. the purpose of this stu...

This paper aims at a precise critical interpretation of gender roles portrayed in the three selected TV advertisements shown Bangladesh. The analysis begins with theoretical framework here this paper: Goffman’s Gender Stereotypes Hypothesis which is used to identify and analyse thematic features present ads. After critically examining hypothesis, Kress Van Leeuwen’s Systemic Functional Analysis...