Die uitbeelding van die vrou in Huisgenoot in 1963 en 2013 : 'n multimodale diskoersanalise

[摘要] ENGLISH ABSTRACT: McRobbie's (1994:17) opinion that people and the media are in a relationship of mutual influence, is used as point of departure for this study. This mutual influence with regard to femininity is mainly expressed in three ways: Firstly the media determine the norms whereby women measure themselves. Secondly, women's priorities are determined by the media, and thirdly, the role of a woman in society is reflected by the media (Ferguson 1983:184; McRobbie 1996:186).As a result, women and magazines are the focus of my study. Viljoen and Viljoen (2005:90) also studied the connection between magazines and femininity by exploring the cultural conceptualisation of femininity in two issues of Huisgenoot (one from 1953 and one from 2003). I decided to join Viljoen and Viljoen (2005) by choosing the family magazine, Huisgenoot, as it is the oldest Afrikaans commercial magazine (Froneman 2010:62) as well as having the highest circulation figures in the country – 2 108 000 weekly readers (Huisgenoot 2014). The chosen period of my study is in both instances a decade later than that studied by Viljoen and Viljoen (2005). The purpose of this study is to determine if there is a difference in the portrayal of women in the 1963 and 2013 Huisgenoot issues, as well as to determine whether Viljoen and Viljoen's (2005) conclusion is also valid for these issues of Huisgenoot.Twelve texts (two articles, two short stories and two advertisements from each period) are analysed with the purpose of showing any possible change in how women are portrayed. According to Kress and Van Leeuwen (2001:46), the visual image and written text coincide and thus convey a message or image. Consequently it is nessecary to study the visual as well as the written components of these texts to gain information on the representation of women. Bezemer (2012) and Jewitt (2012) state that multimodal discourse analysis (MDA) assumes that communication and representation comprise of more than just language, and that a variety of modes are used to contribute to meaning. Royce's (2007) intersemiotic complementarity method within multimodal discourse analysis is used, as this method is based on Kress and Van Leeuwen's (2001) assumption.Royce's (2007) method starts with the identification of the participants, their attributes, activities and circumstances in the visual component of the text. Then the meaning relationships (synonymy, antonymy, collocation, meronymy and repetition) are used to identify the represented participants, their attributes, activities and circumstances in the written text, in order to describe the relationship between the visual image and written text. In this manner the whole message, in other words the portrayal of women as presented in the text, is described. The study comes to the conclusion that the representation of the ideal woman's responsibilities has extended and changed, although the woman's role is still restricted to certain domains, as reflected by the presence of gender stereotypes.

[发布机构] Stellenbosch University