Vietnamese Women’s Representation in TV Commercials Related to Lunar New Year: A Critical Discourse Analysis
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Abstract
Abstract: This research is placed within the critical discourse analysis perspective that assumes an entangled relationship between discourse and its underlying social meanings. Explicitly, the study of Vietnamese women's representation in 25 TV advertisements related to Lunar New Year with emphasis on gender roles has been conducted. The study, which is expected to fill the present gap, seeks an answer to how Vietnamese women are characterized in TV commercials and whether this reflection sustains or challenges the existing ideologies in the current society. Employing the framework of Fairclough (1989), Halliday (2014) and Kress and van Leeuwen (2006), the research has reached the following findings: (1) laid in the domestic landscape, Vietnamese women are simultaneously portrayed as different characters; (2) the existing gender ideologies of Confucian ethics upon women can be said to be still upheld; and (3) there seems to be no opposition to the current belief.
Keywords: Critical discourse analysis, TV advertisements, women's representation, gender ideologies.Article Details
References
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[16] Machin, D. (2007). An Introduction to Multimodal Analysis. London: Arnold Publication
[17] Sheyholislami, J. (2008). Identity, Discourse, and the Media: The Case of the Kurds. (Doctoral dissertation). Retrieved from ProQuest Dissertations and Theses.
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[19] Fairclough, N. (1992). Discourse and Social Change. Cambridge, UK: Polity Press.
[20] vanLeeuwen, T. (2004). Ten reasons why linguists should pay attention to visual communication. In Philip LeVine and Ron Scollon (Eds.), Discourse and Technology: Multimodal Discourse Analysis (pp.7-19). Georgetown University Press.
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[22] Halliday, M. A. K. (2014). An Introduction to Functional Grammar (4th edition). London, UK: Routledge.
[23] Janks, H. (1997). Critical Discourse Analysis as a Research Tool. Discourse: Studies in the Cultural Politics of Education, 18(3), 329-342. http://dx.doi.org/10.1080/0159630970180302
[24] Scollon, R. and Scollon, S. W. (2003): Discourses In Place: Language in the Material World, London: Routledge
[2] Kaur, K. et al (2013). Beauty Product Advertisements: A Critical Discourse Analysis. Asian Social Sciene. Vol 9 (3).
[3] Vahid, H. &Esmae’li, S. (2012). The Power behind Images: Advertisement Discourse in Focus. International Journal of Linguistics. Vol 4 (4).
[4] Tahmasbi, S. et al (2013). Critical Discourse Analysis: Iranian Banks Advertisements. Asian Economic and Financial Review. Vol 3(1), pp 124-145.
[5] Nguyen, Thi Thu Ha (2011). Gender ideologies in Vietnamese printed media. Living with Patriarchy. Discursive constructions of gendered subjects across cultures. John Benjamins Publishing Company
[6] Mohammadi, A.H (2011). Critical Analysis of Women’s Representation in TV Advertisements from a Cultural Studies Perspective. International Journal of Women’s Research. Vol 1, pp 107-125.
[7] Haq, A. R. N. (2011). Stereotyping of Women as a Domestic Being in Bangladeshi Television Commercials: A Critical Study of Discourse. Unpublished MA Thesis. East West University, Bangladesh.
[8] Breeze, R. (2011). Critical Discourse Analysis and Its Critics. International Pragmatics Association. Pragmatics 21:4.493-525
[9] Chang, H. & Holt, R. (1991). More Than Relationship: Chinese Interaction and the Principle of Kuan-Hsi. Communication Quarterly, Vol. 39, No. 3, 1991 (pp. 251-271). Philadelphia: Taylor & Francis.
[10] Adler, J. (2006). Daughter/Wife/Mother or Sage/Immortal/Bodhisattva? Women in the Teaching of Chinese Religions [Online]. Available at . [Accessed on March 5, 2015].
[11] Slote, W. H. (1998). Psychocultural Dynamics within the Confucian Family. In Walter H. Slote& George A. DeVos (Eds.), Confucianism and the family. Albany: State University of New York Press.
[12] Dastjerdi, H. V. et al (2012). A Multimodal Analysis of Differences Between TV Commercials and Press Advertisements: A Discoursal Study of Persuasion-Seeking Strategies in the Mass Media. Studies in Literature and Language, 4(2), 115-121. Available from URL: http://www.cscanada.net/index.php/sll/article/view/j.sll.1923156320120402.3430
[13] Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars
[14] Fairclough, N. (1989). Language and Power. London: Longman.
[15] Kress, G., & van Leeuwen, T. (2006). Reading Images: The Grammar of Visual Design. London: Routledge.
[16] Machin, D. (2007). An Introduction to Multimodal Analysis. London: Arnold Publication
[17] Sheyholislami, J. (2008). Identity, Discourse, and the Media: The Case of the Kurds. (Doctoral dissertation). Retrieved from ProQuest Dissertations and Theses.
[18] Jewitt, C. (2009). The Routledge Handbook of Multimodal Analysis. London: Routledge.
[19] Fairclough, N. (1992). Discourse and Social Change. Cambridge, UK: Polity Press.
[20] vanLeeuwen, T. (2004). Ten reasons why linguists should pay attention to visual communication. In Philip LeVine and Ron Scollon (Eds.), Discourse and Technology: Multimodal Discourse Analysis (pp.7-19). Georgetown University Press.
[21] Cook, G. (2001). The Discourse of Advertising. London: Routledge
[22] Halliday, M. A. K. (2014). An Introduction to Functional Grammar (4th edition). London, UK: Routledge.
[23] Janks, H. (1997). Critical Discourse Analysis as a Research Tool. Discourse: Studies in the Cultural Politics of Education, 18(3), 329-342. http://dx.doi.org/10.1080/0159630970180302
[24] Scollon, R. and Scollon, S. W. (2003): Discourses In Place: Language in the Material World, London: Routledge