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La plataforma Bilibili y su función de bullet comments como apoyo a la enseñanza de lenguas: diseño de una propuesta didáctica.
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The pragmatic-semiotic construction of male identities in contemporary advertising of male grooming products
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El lenguaje poético de Museo de Cera por José María Álvarez: un estudio estilístico basado en corpus
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A multimodal approach to the analysis of gender stereotypes in contemporary British TV commercials: Women and Men at work.
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Abstract:
[EN] The aim of this article is to examine the meaning potential of images in the enactment or creation of gender stereotypes in a corpus of contemporary British TV commercials. The dimensions outlined in Goffman (1979) and some aspects of Kress and van Leeuwen's (1996, 2006) metafunctions are taken as a starting point to quantitatively and qualitatively analyse a sample of 155 ads which depict women and men in working settings. Findings indicate that women are mainly portrayed in non-remunerated scenarios, in home settings and in the company of their children. This view is reinforced thanks to the multimodal dimensions of framing (mostly through close-ups), involvement with other participants through looks, smiling and profuse touching activity. Men, in contrast, are mostly depicted in remunerated scenarios in which they address the audience directly through demand looks, acting as experts in their professional capacity and framed with medium and long shots. When portrayed together in non-remunerated activities, men are found in family scenes, although they are sometimes portrayed as passive subjects and mere objects of contemplation through lack of interaction with children or spouses. This contrasts with women's more communal role as they are intimately depicted in the company of their children through close-ups, feminine touch, and constant interaction with them. Stereotyped portrayals are less visually patent when both men and women are simultaneously depicted in remunerated scenarios, although some ads emphasize women's interpersonal skills as better at talking to customers or patients, whereas men are shown in the role of experts in financial and medical issues. ; Saz Rubio, MMD. (2018). A multimodal approach to the analysis of gender stereotypes in contemporary British TV commercials: Women and Men at work. Poznan Studies in Contemporary Linguistics (Online). 54(2):185-221. https://doi.org/10.1515/psicl-2018-0008 ; S ; 185 ; 221 ; 54 ; 2
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Keyword:
British TV ads; FILOLOGIA INGLESA; Gender portrayals; Multimodal analysis; Semiotic resources
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URL: http://hdl.handle.net/10251/126429
https://doi.org/10.1515/psicl-2018-0008
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A multimodal analysis of facework strategies in a corpus of charity ads on British television
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A genre approach to goals and their implementation applied to a TV programme for the Virginia Farming Community
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In: Ibérica: Revista de la Asociación Europea de Lenguas para Fines Específicos ( AELFE ), ISSN 1139-7241, Nº. 11, 2006, pags. 7-28 (2006)
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