Abstract
As outlined in the introduction, the primary consideration in this volume is that societies are organized first and foremost by texts. Language regulates social life in ways that people are usually unaware of. This viewpoint requires a conceptual framework informed by the theories of both discourse and power. Because this book is centrally involved with the media-based reproduction of the consensual understanding(s) of femininity, specific questions that follow from this interest should be addressed by means of this framework as well. The aim of the current chapter is to briefly introduce the basic theoretical tenets of this study and to explain reasons behind applying specific analytical concepts. As will be seen from the discussion below, in its explorations of the intricate connections between discourse and gender, this volume draws centrally on the theory of discourse developed within Critical Discourse Analysis (CDA).
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