The contributors to this collection offer an essential introduction to the ways in which feminist linguistics and critical discourse analysis have contributed to our understanding of gender and sex. By examining how these perspectives have been applied to these concepts, the contributors provide both a review of the literature, as well as an opportunity to follow the most recent debates in this area. Gender and Discourse brings together European, American and Australian traditions of research. Through an analysis of a range of `real' data, the contributors demonstrate the relevance of these theoretical and methodological insights for gender research in particular and social practice in general.
Chapter 7: Difference without Diversity: Semantic Orientation and Ideology in Competing Women's Magazines
Difference without Diversity: Semantic Orientation and Ideology in Competing Women's Magazines
Exploring the Function of Difference
Ever since the emergence of second wave feminism, often dated from the 1963 publication of Frieden's The Feminine Mystique, feminists have questioned the role of women's glossy magazines in presenting and maintaining patriarchal definitions of femininity. More than 30 years later, although the rhetoric of feminist academics has shifted from expressing ‘concern’ that women continue to read these magazines to one expressing ‘respect’ for the pleasure the magazines give (Hermes, 1995), feminist analysts of popular culture are still perplexed by two questions, summarized by Macdonald:
Why do out-of-date myths of femininity still continue to exert a magnetic pull over ...