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Critical discourse analysis and the semiotic construction of gender identities
2005
DELTA: Documentação de Estudos em Lingüística Teórica e Aplicada
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
doi:10.1590/s0102-44502005000300011
fatcat:4ebtadvcnvdpjdcuimlub6nlai