Gender, Discourse and Semiotics: The Politics of Parenthood Representations
- 26 July 2000
- journal article
- research article
- Published by SAGE Publications in Discourse & Society
- Vol. 11 (3), 373-400
- https://doi.org/10.1177/0957926500011003005
Abstract
This article analyses the co-presence of two potentially contending discourses of gender relations - the Discourse of Egalitarian Gender Relations, and the Discourse of Conservative Gender Relations - in the domain of parenthood in a Singaporean national advertising campaign. The difference between the two discourses is a question of symmetry and asymmetry, respectively, in gender roles and expectations. By undertaking a combined analysis of linguistic and visual structures in the texts, I will show how the two discourses are manifested within, and across, the advertisements in the series. I conclude by suggesting that the distinction between the two discourses is not a clear-cut one. Rather, on closer scrutiny, they work in tandem to maintain a largely unchallenged conservative gender order.Keywords
This publication has 2 references indexed in Scilit:
- Equalizing Gender Relations: A Case of Double-TalkDiscourse & Society, 1993
- Compulsory Heterosexuality and Lesbian ExistenceSigns: Journal of Women in Culture and Society, 1980