1 - 5 of 5 Chapters
[The complex relationship between gender and language has been studied from a diversity of perspectives, which have explored both the historical control of women’s language by men and the evolving interactions between genders that shape contemporary language use. Japanese and Russian contexts,...
[Advertising is a powerful tool that encapsulates and reinforces gender ideologies through the repeated presentation of stereotyped visions of femininity. In response to societal change, however, advertising has recently begun to incorporate postfeminist ideals of “power femininity” alongside...
[In this chapter, I conduct an in-depth analysis of the discourses produced by Russian and Japanese women aged 20–30, as they articulate their visions of ideal femininity—defining the contours and limitations of modern femininity in their own words, and expressing the successes and setbacks they...
[In this chapter, I investigate the phenomenon of female speakers’ appropriation of traditionally male speech, and explore the stances that women aim to convey using linguistic resources typically limited to men. I argue that the claim that women utilize swearwords and ‘male vocabulary’...
[Through a cross-cultural investigation of gender in contemporary Japanese and Russian, I focused on media representations in beauty ads, women’s perceptions, and women’s real language practices. The confluences and divergences between the different forces shaping the expression of gender in...
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