This intriguing book applies Critical Discourse Analysis to a range of South Asian womenÆs lifestyle magazines, exposing the disconnection between the magazinesÆ representations of South Asian women and the lived realities of the target audience. The author challenges the notion that discourses of freedom and choice employed by womenÆs magazines are emancipatory, demonstrating instead that the version of feminism on offer is a commodified form which accords with the commercial aims of the publications. McLoughlin demonstrates that whilst British magazines present women in the East as the exotic and culturally superior æOtherÆ, women in India are encouraged to emulate Western women to signify their engagement with globalization and modernity. She uses data from focus groups carried out in both countries to illustrate the interpretive frameworks and multivocality of participantsÆ attitudes, experiences and beliefs. This thought-provoking book will appeal to students and researchers of Language and Linguistics, WomenÆs Studies, Anthropology, Sociology, Media, Communications and Cultural Studies.
- | Author: Linda McLoughlin
- | Publisher: Palgrave Macmillan
- | Publication Date: Jul 20, 2017
- | Number of Pages: 272 pages
- | Language: English
- | Binding: Hardcover/Language Arts & Disciplines
- | ISBN-10: 1137398779
- | ISBN-13: 9781137398772
