Gender factor on the example of Vogue magazine
Ways to represent gender vocabulary in Vogue
To analyze ways of representing gender vocabulary in Vogue magazine, the following parameters were highlighted:
· Intensifiers
· Words and phrases that soften categorical statements - hedges
· More accurate, detailed color designation - connotations of colors
· Special vocabulary related to women's areas of interest - women’s fields
· Empty adjectives
· Extremely polite forms
· Empty nouns
· Empty verbs
· Use of "fashionable" composites - compounds
· Exclamations
· Questions
The first 6 parameters were taken from the study of Lakoff R., the remaining 5 were selected independently in the process of analyzing the magazine.
In total, 70 articles with lengths from 101 to 3737 words were analyzed. The average article length is 683 words. The total number of words is 47831. In each article, the author was taken into account, the date of publication, category and section, genre (note, interview, report, review), word count.
A quantitative analysis of the Vogue articles on the 11 parameters outlined above was conducted. For each parameter, the sum of use in all articles is calculated, expressed as a percentage. All results are listed in the Excel table. The calculations were performed using the IBM SPSS Statistics software. This is a computer program for statistical data processing, intended for research in the social sciences.
The work will not describe in detail the results obtained in the analysis of each parameter, since some had a negligible weight in the array of the texts under study.
Women’s fields of interests
Special words related to women's areas of interest met 1458 times, which amounted to 3.05% of all materials. This parameter was the most frequent, which is not surprising for a fashion magazine. It is noteworthy that the words expressing the female sphere of interest were found in all genres of publications. Under the "women's areas of interest" was understood home, family, children, appearance.
Empty adjectives, nouns and verbs
Robin Lakoff singled out affective adjectives as the characteristic expression of "feminine language." The analysis of the magazine revealed that the authors use other parts of speech expressing feelings (nouns and verbs), therefore they were also included in the statistics.
Empty adjectives were met 782 times, which is 1.63% of all articles, empty nouns - 425 times with a share of 0.89%, empty verbs - 377 times, or 0.79% in percentage terms.
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Adjectives were more often met in reviews of books, films, concerts and events. In this way, the authors fill the actual text with images and emotions. The abundance of nouns was found in personal stories and interviews, verbs were present both in reports and various stories, and in reviews.
The affective parts of speech were those that express emotions or feelings (joy, surprise, admiration, excitement, fear, bewilderment), and those that cannot be assessed objectively (abstract nouns: beauty, inspiration).
Empty adjectives
«In the former, he is a massively charismatic, handsome man who seems constantly to be in motion while, in the latter, he is one struggling to come to terms with the halting of the ferocious velocity of his youth» [Antonia Jedrzejczak, Vogue, 04.04.2018]
In this example, the words charismatic, beautiful, and fierce are empty adjectives, because they express the attitude of the speaker to the character, and they cannot be assessed from the point of view of logic. A “charismatic” or “handsome” person will be completely different for everyone.
«The second play, Cocktail Sticks, directed with gorgeous restraint and perfect pitch by the National’s protean head man Nicholas Hytner, is a quiet knockout» [Adam Green, Vogue, 12.04.2013]
In this passage, the adjectives gorgeous and perfect are empty. These words have many translations into Russian, and it is quite difficult to understand exactly what the author meant.
Gorgeous - «bright, brightly colored, ornate (about style), gorgeous; beautiful; lush; brightly colored, dazzling (common), amazing, colorful, luxurious (arch), chic (spoken), brilliant excellent (emotionally intensifying) (Multitran, 2001).
Perfect - perfect, immaculate; beautiful; full; accurate; complete, absolute, well prepared, real, immaculate, whole, true, excellent, excellent, perfect, round, clean (common) (Multitran, 2001).
Empty nouns
«I’m a huge sci-fi nerd—huge—and my other personal passion is sustainable farming and permaculture, so anything outdoorsy would be great» [Mark Guiducci, Vogue, 12.04.2013]
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«The menu’s going to change as inspiration comes”, says Dotolo». [Julie Bramowitz, Vogue, 08.04.2013]
« Along with 3-D effects and a soundtrack produced by Jay-Z, Baz Luhrmann’s spectacular, all-star production of The Great Gatsby casts the inimitable Carey Mulliganas Gatsby’s bewitching obsession, Daisy Buchanan». [Tom Shone Vogue, 15.04.2018]
These examples are taken from various materials: from an interview with actress Nicole Behari, from an article about the opening of a new restaurant and the history of the British star of theater, television and cinema, Carey Mulligan. Empty nouns express strong feelings: passion, inspiration, obsession. These emotions increase the expressiveness of the statement, immersing readers in the story.
Empty verbs
«The location of the ceremony dictated which way the dress would go—although Lake dreamed of big ball skirts fit for cathedrals»
[Kiki Georgiou, Vogue, 13.02.2018]
«I had pictures of bohemian brides, New York society women from the thirties, and then I also loved Carolyn Bessette-Kennedy, so it was merging all of those» [Kiki Georgiou, Vogue, 13.02.2018]
These examples are from an article on the wedding of photographer and blogger Candice Lake. Affective verbs, as well as adjectives and nouns, convey the speaker's emotions, creating a trusting relationship with the reader.
«She completely gets why Latin Americans—especially men—want to admire her as one of their own; what knocks her sideways is the recognition she gets from a regular crowd in the street»
[Vicki Woods, Vogue, 13.03.2013]
«Skipper, who may have worshipped him with a love that went beyond platonic» [Adam Green ,Vogue, 18.01.2013]
In these examples, the verbs “adore” and “worship, idolize” are empty.
The authors and characters of Vogue magazine affect readers through affective vocabulary. This is a strong reception influence on the female audience, because women are more likely to express their emotions than men.
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Compounds
Compounds from the fashion sphere were met 313 times, which accounted for 0.65% of all articles.
A compound (compound word) – it is “a token that must contain at least two bases” (Bauer, 1983.P.38). This way of education is productive in modern English. The compunds bring a new meaning to the mix. Sometimes compounds can be translated by the meaning of their words. (15-year-old, look-how-good-I-am). However, often a literal translation is impossible, since the value of the whole compound may not correspond to the semantics of each of its components. (lady-killer, wife-beater).
It is sometimes difficult to distinguish compounds from free combinations. (all-night dancing, all night she danced). As a general rule, compounds are identified by a hyphenated letter.
Compounds can be formed by combining two separate bases (with or without a connecting vowel, with suffixes, with or without prefixes): schoolboy, sportsman, Anglo-American, spokesperson, stick-shift. In addition, compound words may consist of words from different parts of speech: (Plag, 2015.pp. 135-155).
· Noun (N) + noun (N) +ed: feather-brained, beetle-headed
· Adjective (Adj)+ adjective (Adj): extra-large, purple-brown
· Noun (N)+ adjective (Adj): chocolate-black, colour-sensitive care
· Verb (V)+ adjective (Adj): quick-dry product, easy-open cap
· Adverb (Adv)+ noun (N)+ed: military-based, far-sighted
Compound words were more often used both in reviews, and in interviews, reports, and stories. In addition, complex words decorate the text and allow you to make an article compact. (no need to use long descriptive constructions).
During the analysis, several groups of compounds were identified:
I. "Fashionable" compounds (associated with the fashion sphere)
II. Compounds – neologisms
«Burretti’s sharp-tailored ice-blue suit for the “Life on Mars” video, also 1972, stands witness as Bowie, eyebrow-less in blue eye-makeup and a bright red mullet hairdo, sings next to it»
[Sarah Mower Vogue, 20.03.2018]
«..the shift dress; the jersey dress; the shirt-maker dress—all those styles were invented in that period, or else they were synthesized and made moder»[Tom Shone ,Vogue, 15.04.2018]
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«If you think about it in terms of the neckline on dresses—strapless, one-shouldered, V-neck—whatever necklines you want to talk about they had in the 1920s» [Tom Shone, Vogue, 15.04.2018]
In these examples, compounds relate to the field of fashion, correlating with the theme of the magazine. They organize "women's spheres". However, this is not always the case, often the authors of articles use complex words that are not related to fashion.
«I’ve been working pretty solidly with Danny [Boyle] for the past two years,” says Rick Smith,whose day job is writing and performing as one-half of UK-based electronic group Underworld»
[Mark Guiducci, Vogue, 20.03.2018]
«I had some life-changing experiences there»
[Mark Guiducci, Vogue, 10.04.2018]
«Full of lilting, soulful guitar chords juxtaposed with her full, resonant, yet soothing voice, the album’s title track is based on Jenny O.’s desire “to fix cars and be self-sufficient,” she says»
[Mark Guiducci ,Vogue, 10.04.2018]
In these examples, compounds denote the number (half), geographical location (located in the UK), the life process (tipping point), give the characteristic of a person (independent).
Sometimes there are compounds, which denote almost the whole sentence.
«He is helped by David Rockwell’s sets, Toni-Leslie James’s costumes, Jules FisherandPeggy Eisenhauer’s lighting, and the black-and-white-headlines-come-alive projections by Batwin & Robin Productions, all of which capture the aura and energy of McAlary’s heyday» [Adam Green,Vogue, 02.04.2018]
In the study, compounds were singled out as a separate parameter, since they are an important text-forming element. When using compounds there is no clearly defined gender correlation. Complex words that describe the fashionable sphere, most likely, characterize the manifestation of female gender. However, there are fashion articles written by men who also use composites.
Of course, the presence of compounds in the text demonstrates the ability of the language to form new words. Complex words formed in this way make the text more interesting, more emotional. In addition, using compounds a text can be made more compact, which is very important in the Internet space. Finally, the formation of new complex words is a way to play with the reader.
Intensifiers
Intensifiers were met 493 times in the study, which was 1.03% of all articles.
Intensifiers are represented mainly by such words as so, very, even, such, too, exactly. Most of the intensifiers were found in articles - stories, in articles - tips and interviews. In the reviews (movies, music, movies) intensifiers are rare. This can be explained by the fact that in the reviews there is factual information, the appeal to the feelings is not as strong here as in a personal story or in an interview when the character expresses his or her feelings when answering a question.
«If you want results, you have to work really hard and be consistent»[Vogue, 10.04.2018]
«I had one of the best trips of my life traveling to Turtle Island, in Fiji. It was really special» [Vogue, 10.04.2013]
«I am really missing Hawaii». [Vogue, 10.04.2018]
These three examples are taken from one interview with model Alyssa Miller, who told how she managed to succeed. She often uses intensifiers to express emotions, this forces readers to also share the feelings of the character with him or her.
«No worries, Uniqlo has a very generous return policy, making infelicitous color combos a cinch to remedy»
[Sara Singh, Vogue, 10.04.2018]
«So a recent visit to the Thirty-fourth Street store—the massive Fifth Avenue branch, with its gleaming, glowing escalator and its ability to beam you instantly to the Ginza, is too ambitious for a sleepy Sunday afternoon» [Sara Singh, Vogue, 10.04.2018]
These excerpts from the story told by fashion model Lynn Yager in an article titled "Lynn Yaeger's Adventures in Discount Shopping." Intensifiers here reinforce the element of presence, it seems that you go shopping with the character of the article.
«People are so interested in what we wear, and they like to wear the same outfits» [Lynn Yager, Vogue, 08.04.2018]
«But now we are really getting to be a part of the conversation, and our audience is so, so diverse» [Lynn Yager, Vogue, 08.04.2018]
These examples are taken from a report with two Canadian twin singers, Teegan and Sarah Quinn, performing indie-pop music. The journalist goes along with the characters to the stores, where artists prefer men's clothing.
Thus, intensifiers reinforce the emotional component of the text, which attracts a female audience, since women are more inclined to express their feelings.
Hedges
Words and expressions that soften the categorical statements, were met 199 times, which amounted to 0, 42% of all texts. This category is mainly represented by the words I guess, I think, probably, maybe, should, should, could. To the greatest extent, words that soften the categorical nature were also found in articles - stories, in articles - tips and interviews. In the reviews (books, galleries, music, movies) such words are not used often. This can be explained by the fact that in the reviews the author does not need to soften the categorical nature, since he or she presents factual information (what, where, when, how, with what effect). Less categorical expressions are characteristic of the characters of Vogue articles.
«Which is why this summer you will invariably see women of all ages, everywhere from Jobs Lane to Jones Beach, enjoying a towering ice cream cone—or maybe even a fruit pop—clad in their beloved Lillys» [Lynn Yager, Vogue, 08.04.2018]
«Usually your favorites want to be together, and it will look harmonious, or maybe just a little bit off, which is good too!»
[Patricia Garcia, Vogue, 08.04.2018]
In these examples, the word maybe removes confidence from the speaker’s statement, expressing only the assumption of the characters. The character does not claim that his or her point of view is absolutely correct, therefore he or she softens the categorical nature.
«I think red hair looks great with a red lip, so I started wearing red lipstick inspired by Rita Hayworth’s»
[Katherine Bernard, Vogue, 19.03.2018]
«I guess everyone loves an era, and I like the forties and fifties» [Katherine Bernard, Vogue, 19.03.2018]
These excerpts are taken from an interview with a famous designer of luxury shoes, with Charlotte Dellal, who talks about fashion for red lipstick and curls. She softens the categorical nature of her statements, saying “I think, I suppose.”
Thus, mitigating the categorical allows to disclaim responsibility for what has been said. This style is typical for women in the traditional view, for the one that does not like to speak in public and take the initiative.
Polite forms
Polite forms were met in texts 190 times, which amounted to 0.40% of all texts. Polite forms are constructions that contain elements of would, could, should, might. The use of such forms is characteristic of personal stories where the hero expresses his opinion on a certain issue.
«I knew I would love to prepare food that people can take back to their homes, or take to the beach, and share with family and friends» [Vogue, 17.04.2018]
«I asked if I could try one on, and minutes later, Ferretti said she’d love to make my wedding dress» [Vogue, 13.02.2018]
«It’s not what you might think—they’re here for the defile».
[Vogue, 06.03.2018]
«Would you like to have your trunks sent up now?»
[Vogue, 06.03.2018]
In these examples, the characters express their subjective attitude ("this is not what you would think"), the intention to do something ("cook food"), the opportunity ("I could try"), the appeal ("you would not want so that...").
Connotations of colors
Shades of colors were met in the texts 131 times, which amounted to 0, 27% of the total material. The weight of this parameter is not so significant in comparison with others, which is interesting for a women's fashion magazine. The authors of the articles prefer to use “traditional” colors (red, green, black, white) when describing clothes and accessories. The use of "exotic" colors is associated either with the theme of the material (about different colors), or with the intention of the character to focus specifically on the color of the piece of clothing.
«In other words, should you encounter this international woman of mystery, you’d probably find yourself going up to her for a closer look at, and maybe tactile appreciation of, her exquisitely crafted and elegant caramel croc pencil skirt or perfectly tailored wool pants»
[Vogue, 05.03.2018]
«Designers in all four cities showed an appreciation for the quieter side of personal style, for head-to-toe monochromatic looks in unobtrusive shades of gray, peach, and white…» [Emily Holt, Vogue, 29.03.2013]
«Blind bake for 30 to 35 minutes, until the base is light, golden, and dry» [Vogue, 22.02.2018]
In all examples, colors are indicated in detail: caramel, crocodile, peach, gold. It is quite difficult to say exactly what these colors are; one can only assume that gold is darker than yellow, but lighter than brown. It is extremely difficult for men to distinguish shades of colors; they prefer to describe colors using familiar “traditional” colors.
Percentage of gender-marked vocabulary in Vogue
Data obtained using IBM SPSS Statistics
This diagram reflects the percentage of gender-marked vocabulary in the magazine according to 5 parameters: a special dictionary related to women's areas of interest, empty adjectives, intensifiers, empty nouns and empty verbs. These parameters were identified as the most important and frequency.
In total, 6 sections of Vogue (Beauty, Culture, Fashion, Fashion week, Magazine, Paries) were analyzed, including 15 subsections (Art, Beauty, Books, Cover story, Fashion, Fashion week, Film&TV, Latest fashion week, Music, Profiles&Platforms, Street Style, Theater, Travel&Lifestyle, Vogue Daily, Weddings).
The analysis of the authors Vogue revealed that their gender composition is not the same. A total of 29 authors were met - women who wrote 45 materials, and 10 authors - men who owned 19. (6 materials were written by unknown authors).
Mostly men were authors of music, book and cultural reviews, while women wrote notes, told stories, gave advice. It was assumed that the materials of the first will be less than the "female language". However, the analysis showed that it is the reviews that lead in the number of “female vocabulary”. They are followed by notes, stories, articles and tips for the frequency of using gender-marked vocabulary.
However, an analysis of the editorial staff of Vogue showed that women predominate there, which is probably why articles written by male authors also contain “female language”.
Thus, in Vogue it is impossible to determine the author of the article, relying on gender markers of the “female language”.
Percentage of gender-marked vocabulary by genre
Data obtained using IBM SPSS Statistics
In the study of the materials of the magazine, 7 genres were singled out: note, interview, reportage, review, article, advice, history. "Female language" is clearly manifested in some genres (review, history, note).
With the help of statistical data analysis, IBM SPSS Statistics computer program constructed this graph. It shows the percentage of gender-marked vocabulary by genre. Blue is the minimal manifestation of the "feminine language", green is the maximum, and yellow is the average.
For research, a review, a note, a story became important.
In the reviews, there was a strong fluctuation of gender-marked vocabulary: the minimum value was 4.31% and the maximum reached 29.63%. The note (5.36% and 24.75%) and history (5.35% and 22.71%) also has a large difference between the minimum and maximum values. Reportage and advice are not characterized by a strong fluctuation of the "female language".
In general, genre differences are not indicators for the use of "female language". This is indicated by strong fluctuations of the maximum and minimum values. It is impossible to say that the authors of Vogue always use gender-marked vocabulary in reviews, based on the fact that the indicator in this group reached almost 30%, since there were materials in which such vocabulary was less than 5%.
Correlation of the parameters of the "female language"
Using the statistical data analysis, IBM SPSS Statistics software has analyzed the correlation of gender-marked vocabulary parameters. The data showed three trends:
I. Parameters always appear together
II. Parameters never appear together
III. The appearance of one parameter does not affect the appearance of another
The “Women's Spheres of Interest” parameter always appeared along with epmty adjectives, nouns, verbs and composites. In turn, empty adjectives correlated with empty verbs, nouns, composites, and shades of colors. Empty nouns have always met with verbs and exclamations. Intensifiers appeared along with the words softening the categorical.
Compound and interrogative forms never met together.
During the study, the parameters that appeared together arbitrarily were highlighted. These parameters include:
Ø Intensifiers and polite forms
Ø Hedges with empty verbs, polite forms and exclamations
Ø Connotations of colors and women’s fields
Ø Exclamations with empty verbs and polite forms
Ø Exclamations and questions
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