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LADY TALK: A critical discourse analysis of the representation of women over 50 in fashion and lifestyle magazines
Mälardalen University, School of Education, Culture and Communication.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The complex concept of the ageing woman must be viewed in relation to both what it means to be a woman and what it means to age. Both women and the elderly are discriminated against in different respects; therefore it could be argued that the ageing woman is discriminated against in a double sense. This study investigates how women over the age of 50 are portrayed linguistically in fashion and lifestyle magazines with the aim to reveal the underlying attitudes as well as social and cultural ideologies regarding the topic today. Based on Wodak (2001), I employed critical discourse analysis (CDA) methodology, with a particular focus on terms of address and attributes identified in selected fashion and lifestyle magazines. The findings revealed that although the women were addressed mainly in terms of their professional titles, the emphasis was put on them as ageing women by a continuous mentioning of their age, their past and physical consequences from the process of ageing.        Further, personality traits and emotional and physical attributes were evaluated in terms of negative and positive associations, revealing positive attitudes (e.g. happy, curious, experienced) regarding emotions and personality traits, but negative associations (e.g. weight gain, grey hair, old) in relation to their ageing bodies and their appearances. 

Place, publisher, year, edition, pages
2018. , p. 33
Keywords [en]
discourse, women, ageing, terms of address, attributes, fashion and lifestyle magazines
National Category
Languages and Literature
Identifiers
URN: urn:nbn:se:mdh:diva-41451OAI: oai:DiVA.org:mdh-41451DiVA, id: diva2:1266823
Subject / course
English
Supervisors
Examiners
Available from: 2018-11-30 Created: 2018-11-29 Last updated: 2018-11-30Bibliographically approved

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1011121314151613 of 38
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf