Session

Language and Culture

Description

The purpose of this paper is to analyze the corpus of two magazines (Cosmopolitan and Men’s Health) and whether they sub-consciously portray gender stereotypes. This study focuses on the usage of the seven basic colors (Primary (N=3), secondary (N=3), and black) in the magazines, their frequency in articles, and the purpose of usage. A mixed method was used in order to retrieve the results of this research. The quantitative method was utilized to extract the frequency of a color in both magazines, whereas the qualitative method explored the usage of colors in context, so within the articles. The findings of the study may suggest a tendency toward gender stereotypes and advertising stereotypes through the usage of colors in combination with clothes or body parts which were found during the qualitative method.

Keywords:

Stereotype, Gender, Corpus, Cosmopolitan, Men’s Health

Session Chair

Trendeline Haliti

Session Co-Chair

Feride Lohaj

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-437-96-7

First Page

13

Last Page

17

Location

Lipjan, Kosovo

Start Date

31-10-2020 9:00 AM

End Date

31-10-2020 10:30 AM

DOI

10.33107/ubt-ic.2020.246

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Oct 31st, 9:00 AM Oct 31st, 10:30 AM

Gender Stereotypes Portrayed through Colours in Magazines– Corpus-Based Study

Lipjan, Kosovo

The purpose of this paper is to analyze the corpus of two magazines (Cosmopolitan and Men’s Health) and whether they sub-consciously portray gender stereotypes. This study focuses on the usage of the seven basic colors (Primary (N=3), secondary (N=3), and black) in the magazines, their frequency in articles, and the purpose of usage. A mixed method was used in order to retrieve the results of this research. The quantitative method was utilized to extract the frequency of a color in both magazines, whereas the qualitative method explored the usage of colors in context, so within the articles. The findings of the study may suggest a tendency toward gender stereotypes and advertising stereotypes through the usage of colors in combination with clothes or body parts which were found during the qualitative method.