A Critical Discourse Analysis of the Gender Ideologies in Women’s Magazines Horoscopes

Hayriye Bilginer; Fatma Yuvayapan

Article Details

A Critical Discourse Analysis of the Gender Ideologies in Women’s Magazines Horoscopes

Authors:

Hayriye Bilginer | Fatma Yuvayapan

Publisher:

Kahramanmaras Sutcu Imam University

Main Topics:

Kültürel çalışmalar (Diğer)

Journal:

Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi Vol.20 Issue 3, pp.910-920

Document Type:

Article

Publication Date:

12/2023

Document Language:

English

Document ID (Org No.):

2001308795

pISSN:

1304-8120

Keywords:

Abstract:

 Womens magazines are a means to create and reproduce women identity through emphasizing particular topics like fashion, beauty, love and horoscopes. In this sense, they convey some ideological messages  mostly cultural and gender-biased. Using critical discourse analysis method of Van Dijk 2001, this study intends to compare the social and linguistic patterns of love and sexual themes in horoscopes in womens magazines in three cultures  English, German and Turkish. The data were collected from 2023 yearly horoscopes published in online womens magazines in three languages. The macro level analysis showed that in all three languages, horoscopes highlighted the place of love in womens self-improvement. German and English horoscopes reflected women as equal, independent, self-confident, and strong individuals, while Turkish horoscopes conveyed a more conservative perspective on love, partnership, and sexuality, emphasizing traditional gender roles and perpetuating stereotypes. Regarding the micro level of the analysis, left and right dislocation were frequently found in the German horoscopes, compared to Turkish and English ones. Questions and imperatives were mostly applied pattern in the three language. The employment of plural and singular forms of you pronoun and the lexical strategies used to address readers showed variations in Turkish, German, and English horoscopes.

 Womens magazines are a means to create and reproduce women identity through emphasizing particular topics like fashion, beauty, love and horoscopes. In this sense, they convey some ideological messages  mostly cultural and gender-biased. Using critical discourse analysis method of Van Dijk 2001, this study intends to compare the social and linguistic patterns of love and sexual themes in horoscopes in womens magazines in three cultures  English, German and Turkish. The data were collected from 2023 yearly horoscopes published in online womens magazines in three languages. The macro level analysis showed that in all three languages, horoscopes highlighted the place of love in womens self-improvement. German and English horoscopes reflected women as equal, independent, self-confident, and strong individuals, while Turkish horoscopes conveyed a more conservative perspective on love, partnership, and sexuality, emphasizing traditional gender roles and perpetuating stereotypes. Regarding the micro level of the analysis, left and right dislocation were frequently found in the German horoscopes, compared to Turkish and English ones. Questions and imperatives were mostly applied pattern in the three language. The employment of plural and singular forms of you pronoun and the lexical strategies used to address readers showed variations in Turkish, German, and English horoscopes.

 Womens magazines are a means to create and reproduce women identity through emphasizing particular topics like fashion, beauty, love and horoscopes. In this sense, they convey some ideological messages  mostly cultural and gender-biased. Using critical discourse analysis method of Van Dijk 2001, this study intends to compare the social and linguistic patterns of love and sexual themes in horoscopes in womens magazines in three cultures  English, German and Turkish. The data were collected from 2023 yearly horoscopes published in online womens magazines in three languages. The macro level analysis showed that in all three languages, horoscopes highlighted the place of love in womens self-improvement. German and English horoscopes reflected women as equal, independent, self-confident, and strong individuals, while Turkish horoscopes conveyed a more conservative perspective on love, partnership, and sexuality, emphasizing traditional gender roles and perpetuating stereotypes. Regarding the micro level of the analysis, left and right dislocation were frequently found in the German horoscopes, compared to Turkish and English ones. Questions and imperatives were mostly applied pattern in the three language. The employment of plural and singular forms of you pronoun and the lexical strategies used to address readers showed variations in Turkish, German, and English horoscopes.

 Kadın dergileri, moda, güzellik, aşk ve burçlar gibi belirli konuları vurgulayarak kadın kimliğini yaratmanın ve yeniden üretmenin bir yoludur. Bu anlamda, çoğunlukla kültürel ve cinsiyete dayalı bazı ideolojik mesajlar iletirler. Van Dijkin 2001 eleştirel söylem analizi yöntemini kullanan bu çalışma, İngilizce, Almanca ve Türkçe olmak üzere üç kültürde kadın dergilerinde burçlarda yer alan aşk ve cinsellik temalarının, sosyal ve dilsel örüntülerini karşılaştırmayı amaçlamaktadır. Veriler, üç dilde çevrimiçi kadın dergilerinde yayınlanan 2023 yıllık burçlarından toplanmıştır. Makro düzeyde yapılan analiz, her üç dilde de burçların kadınların kişisel gelişiminde sevginin yerini vurguladığını göstermiştir. Almanca ve İngilizce burçlar, kadınları eşit, bağımsız, kendine güvenen ve güçlü bireyler olarak yansıtırken, Türkçe burçlar geleneksel cinsiyet rollerini vurgulayarak ve klişeleri sürdürerek sevgi, ortaklık ve cinsellik konusunda daha muhafazakar bir bakış açısı yansıtmaktadır. Analizin mikro seviyesi ile ilgili olarak, Almanca burçlarda Türkçe ve İngilizce olanlara kıyasla sola ve sağa kaydırma sıklıkla bulunmuştur. Sorular ve emir kipleri çoğunlukla üç dilde de kullanılmıştır. İkinci şahıs zamirinin çoğul ve tekil biçimlerinin kullanımında ve okuyuculara hitap etmek için kullanılan sözcüksel stratejilerde, Türkçe, Almanca ve İngilizce burçlarda farklılıklar gözlemlenmiştir.

Article Details

A Critical Discourse Analysis of the Gender Ideologies in Women’s Magazines Horoscopes

Authors:

Hayriye Bilginer | Fatma Yuvayapan

Publisher:

Kahramanmaras Sutcu Imam University

Main Topics:

Kültürel çalışmalar (Diğer)

Journal:

Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi Vol.20 Issue 3, pp.910-920

Document Type:

Article

Publication Date:

12/2023

Document Language:

English

Document ID (Org No.):

2001308795

pISSN:

1304-8120

Women’s magazines

horoscopes

gender ideologies

critical discourse analysis.Kadın dergileri

burçlar

toplumsal cinsiyet ideolojileri

eleştirel söylem analizi.

Issues

Article Details

Authors: Hayriye Bilginer | Fatma Yuvayapan

Publisher: Kahramanmaras Sutcu Imam University

Main Topics: Kültürel çalışmalar (Diğer)

Journal: Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi Vol.20 Issue 3, pp.910-920

Document Type: Article

Publication Date: 12/2023

Document Language: English

Document ID (Org No.): 2001308795

pISSN: 1304-8120

Issues

Authors:

Hayriye Bilginer | Fatma Yuvayapan

Publisher:

Kahramanmaras Sutcu Imam University

Main Topics:

Kültürel çalışmalar (Diğer)

Journal:

Kahramanmaraş Sütçü İmam Üniversitesi Sosyal Bilimler Dergisi Vol.20 Issue 3, pp.910-920

Document Type:

Article

Publication Date:

12/2023

Document Language:

English

Document ID (Org No.):

2001308795

pISSN:

1304-8120