Projects
The paper presents the key points of theoretical framework, methodological
strategies and empirical findings of the individual research project in the frame of
Roles, Identities and Hybrids project.
The focus of the project is the analysis of weekly newspaper in Serbia (Vreme
/Times) and in Slovenia (Mladina /Youth) in the time scope of five years (2000-2005),
from the point of mass media (re) construction of gender identities (man and woman,
masculinity and femininity). The research aims to shed light on the social changes, as
well as changes in media environment in post social societies and to point to the central
‘interpretative repertoires’ or ‘interpretative communities’ of institutions of mass media
in relation to gender discourses and gender identities.
In attempting to achieve these goals, research strategies are widely drawn on
methodological interdisciplinarity and multimodal analysis, which comprise qualitative
analysis, critical discourse analysis, social semiotics and linguistics. The key concepts
of representation, gender and discourse are elaborated in relation to mass media.
Finally, paper presents findings from the analysis of media sample and
conclusions, which are made on the basis of the analysis.
strategies and empirical findings of the individual research project in the frame of
Roles, Identities and Hybrids project.
The focus of the project is the analysis of weekly newspaper in Serbia (Vreme
/Times) and in Slovenia (Mladina /Youth) in the time scope of five years (2000-2005),
from the point of mass media (re) construction of gender identities (man and woman,
masculinity and femininity). The research aims to shed light on the social changes, as
well as changes in media environment in post social societies and to point to the central
‘interpretative repertoires’ or ‘interpretative communities’ of institutions of mass media
in relation to gender discourses and gender identities.
In attempting to achieve these goals, research strategies are widely drawn on
methodological interdisciplinarity and multimodal analysis, which comprise qualitative
analysis, critical discourse analysis, social semiotics and linguistics. The key concepts
of representation, gender and discourse are elaborated in relation to mass media.
Finally, paper presents findings from the analysis of media sample and
conclusions, which are made on the basis of the analysis.