A Multimodal Analysis of the Representation of Hegemonic Masculinity and Hegemonic Femininity on “Men’s Health” and “Women’s Health” Cover Pages (January 2011 – June 2016)

Nashwa Elyamany

doi:10.5565/rev/analisi.3146

Análisis multimodal de la representación de la hegemonía masculina y la hegemonía femenina en las portadas de «Men’s Health» y «Women’s Health» (enero 2011 – junio 2016)

Autores/as

Nashwa Elyamany Arab Academy for Science, Technology and Maritime Transport. College of Language and Communication

Resumen

El objetivo de esta investigación es indagar en las operaciones y manifestaciones multisemióticas de la hegemonía masculina y la hegemonía femenina en la cultura del cuerpo masculino y femenino tal como está manifestada en las portadas de Men’s Health y Women’s Health. El corpus del trabajo se extiende de 2011 hasta mediados de 2016. El investigador emplea una metodología mixta y realiza un macroanálisis y un microanálisis. En el primer nivel, el análisis temático está diseñado para dilucidar la nomenclatura ideológica del conjunto multimodal de las portadas. En el nivel micro, el investigador ha diseñado un triángulo de un marco analítico a través del cual las opciones semióticas bien empleadas en los textos periodísticos pueden ser mejor examinadas desde una perspectiva objetivista, a saber: las teorías SFG de Halliday, VG de Kress y Van Leeuween y CMT de Lakoff y Johnson sobre el análisis cognitivo de las metáforas y metonimias multimodales. Mientras se está siendo tangencial hacia la propia noción de salud, las portadas de ambas revistas mantienen un discurso peculiar sobre fitness en el que el empoderamiento de las formas de consumición de los hombres y mujeres es cooptado. Las revistas en cuestión perpetúan unos estándares físicamente no saludables, aparte de unas normas de belleza insostenibles, el tamaño del cuerpo y la apariencia física interconectados con la hegemonía, y más abiertamente invitando al consumo de productos que convertirán tanto a hombres como a mujeres en paquetes mucho más aceptables socialmente desde una óptica exterior.

Palabras clave

cognición, hegemonía, metáfora, metonimia, visual, verbal

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Biografía del autor/a

Nashwa Elyamany, Arab Academy for Science, Technology and Maritime Transport. College of Language and Communication

An experienced assistant professor in EFL/ESP instruction/program coordination and a certified IELTS speaking examiner with a proven track record of academic achievements, professional development, leadership, intercultural communication skills and work proficiency. Interested in interdisciplinary research in culture studies, gender studies, new media, pragmatics, stylistics, cognitive linguistics, multimodal discourse analysis, language assessment, teacher training, Computer-Assisted Language Learning (CALL), Mobile Learning and English for Specific Purposes (ESP) in light of solid background, extensive coursework and specialization in TEFL/TESOL and applied linguistics.