Introduction To English A2 Coursework

I have chosen to investigate gender within different forms of advertisement. I have collected a variety of several resources which vary from transcripts, posters, web pages and tweets which are specific to either male or females. I have found the corresponding sources for each gendered advertisement. For example, I have randomly selected a number of tweets from the Topshop twitter account and then repeated this but for the Topshop twitter account so I am able to compare the language used within the texts which are about the same product but just different gendered based. I am very interested in this as I previously investigated women’s body image in the media for my AS coursework for English language. When I was researching this topic, I stumbled across a lot of gender comparisons which I became very interested in. Therefore I have chosen to research this topic for my A2 investigation. The theorist I will be using include Lakoff's deficit theory, Janet Holmes’s politeness theory, Tannen's difference theory, Zimmerman and West's dominance theory and Koenraad Kuiper's theory based upon male insults. I feel that each of these theories apply to my investigation well and all link together in some form meaning i will be able to evaluate each of my sources in depth and analyse them using several theories rather than just one. Also some of the theories oppose each other meaning that if one of my sources doesn’t link with one theory and proves it wrong, I will be able to use another theory to back this up.

5 Theories For Coursework

1. Lakoff 1975 - Deficit Theory

 

Says that women's language appeared to be deficient to the male norm.
Language differences socially constructed rather than biological.
Claims that women:

Hedge: using phrases like “sort of”, “kind of”, “it seems like”,

Use polite forms: “Would you mind...”,“I'd appreciate it if...”, “...if you don't mind”.

Use tag questions: “You're going to dinner, aren't you?”

Use empty adjectives: divine, lovely, adorable,

Use hypercorrect grammar and pronunciation: English prestige grammar and clear enunciation.

Use direct quotation: men paraphrase more often.

Have a special lexicon/ more colour terms: women use more words for things

Use question intonation in declarative statements: women make declarative statements into questions by raising the pitch of their voice at the end of a statement, expressing uncertainty.  “What school do you attend? Eton College?”

Use “wh-” imperatives: “Why don't you open the door?”

Speak less frequently

Overuse qualifiers: “I Think that...”

Apologise more:  “I'm sorry, but I think that...”

Use modal constructions: (can, would, should, ought - “Should we turn up the heat?”)

Use indirect commands and requests: “My, isn't it cold in here?”

Use more intensifiers: especially so and very - “I am so glad you came!”

I will be using Lakoffs Deficit Theory in my coursework as I feel that this theory fits perfect with the comparison of language within adverts as I will be able to identify whether this theory applies to all adverts or if any adverts challenge this. I may be able to show that this theory is now dated and that language has changed to be more equal between genders.


2. Janet Holmes - Politeness Theory

Opposes Lakoffs theory:
Suggested tag questions were used to maintain discussion / to be polite trying to co-operate.
Use of hedges and fillers not markers of indecision but for other reasons like to intensify the force of an expression for emphasis/power

 

She says that women use more positively orientated politeness and that men use more negatively orientated politeness.

Men use language as a tool to give and obtain information ( also referred to as the referential function of language )

Women use language as a means of keeping in touch ( also known as the social function )

Women;
- Pay and receive more compliments.
- Regard compliments as positive and affective politeness devices
Men;
- Tend to consider compliments as less positive than women do.
- Often see compliments as face threatening or at least not as unambiguous in intentions.
The hypothesis is that women use compliments to build connections, while men use compliments to make evaluative judgments.

I will be using Janet Holmes Politeness theory to back up my point if the adverts oppose Lakoffs theory which I feel it will do as I think that Lakoffs theory is very dated and will not apply to all of the adverts. I will then use this theory to be able to argue that the reason they are using hedges for example is to actually intensify their expression which means I can then link power in to highlight the difference in gender and how it is affecting all aspects.

3. Tannen 1990 - The Difference Theory

Status v. support

Men use conversation and speech to build status, whereas for women the world is a network of connections, and that they use language to seek and offer support

Advice v. understanding

Women seek comfort and sympathy for their problems, whilst men will seek a solution to the problem.

Information v. feelings

Men's conversations are message-oriented, based upon communicating information. For women, conversation is much more important for building relationships and strengthening social links.

Orders v. proposals

Men will use direct imperatives ("close the door", "switch on the light"). Women encourage the use of superpolite forms ("let's", "would you mind if ...?").

Conflict v. compromise

Women avoid conflict in language at all costs, and instead attempt to resolve disagreements without any direct confrontation, to maintain positive connection and rapport. Men are more likely to use confrontation as a way of resolving differences and thereby negotiating status.

Independence v. intimacy

Men favour independence, while women are more likely to seek intimacy. E.g. husband making a decision without consulting his wife. Doesn't want to feel a loss of independence that would come from saying, "Let me consult this with my wife first." Women like to demonstrate that they have to consult with their partner, as this is seen to be proof of the intimacy of the relationship.

 

I will be using this theorist within my investigation on language and gender as I feel that this is a theory which covers most situations and will apply to most of the adverts quite easily. In addition, this theory doesn't focus on just one gender, but actually looks at both equally which means I will be able to use this theory for both genders when comparing the language use and the reason the different types of language is being used.

 

4. Zimmerman and West - The Dominance Theory

Focus on ways which men control mix-sex conversations.
96% of interruptions made by men.
Men do not allow women to take control by applying constraints - interruptions.

Investigation:
The subjects of the recording were white, middle class and under 35.
Zimmerman and West based their research upon 31 segments of conversations.
They reported that in 11 conversations between men and women, men used 46 interruptions, but women only two.
Zimmerman and West conclude that, since men interrupt more often, then they are dominating or attempting to do so
Evaluation:
Beattie goes on to show: "Why do interruptions necessarily reflect dominance? Can interruptions not arise from other sources? Do some interruptions not reflect interest and involvement?"

I will be using this theory for the transcripts I have created from some adverts which I have found that highlight the difference in language. I will be able to see the difference in conversation and see the level of interruptions used by men and women. I will be able to investigate whether this theory is true and will be able to link with the other theories like Tannens where it is highlighted that men often use forms of aggression like interruptions to show their control cause some form of conflict.

5. Koenraad Kuiper 1991 - Male Insults

Studied all male talk within a all-male rugby team.
Men use insults to express a friendship rather than politness.
Found in all male talk used insults to express solidarity.

I will be using this in my investigation to see if there are any insults or negative language used in the adverts for men or women so I can prove if this theory is correct or incorrect. Although in some adverts, they are not having a conversation, i will be able to evaluate how the narrator speaks to the audience and if they insult anyone.