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Legitimising male grooming through packaging discourse: a linguistic analysis

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Legitimising male grooming through packaging discourse: a linguistic analysis. / Cheong, Huey Fen; Kaur, Surinderpal.
In: Social Semiotics, Vol. 25, No. 3, 2015, p. 364-385.

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Harvard

Cheong, HF & Kaur, S 2015, 'Legitimising male grooming through packaging discourse: a linguistic analysis', Social Semiotics, vol. 25, no. 3, pp. 364-385. https://doi.org/10.1080/10350330.2015.1026650

APA

Cheong, H. F., & Kaur, S. (2015). Legitimising male grooming through packaging discourse: a linguistic analysis. Social Semiotics, 25(3), 364-385. https://doi.org/10.1080/10350330.2015.1026650

Vancouver

Cheong HF, Kaur S. Legitimising male grooming through packaging discourse: a linguistic analysis. Social Semiotics. 2015;25(3):364-385. Epub 2015 Apr 2. doi: 10.1080/10350330.2015.1026650

Author

Cheong, Huey Fen ; Kaur, Surinderpal. / Legitimising male grooming through packaging discourse : a linguistic analysis. In: Social Semiotics. 2015 ; Vol. 25, No. 3. pp. 364-385.

Bibtex

@article{9448cb1c959e4b17b762bc31c15d63c2,
title = "Legitimising male grooming through packaging discourse: a linguistic analysis",
abstract = "While packaging is a common marketing subject, this illustration paper provides an alternative perspective through the linguistic examination of packaging as discourse, focusing on male grooming, masculinity and metrosexuality. Male grooming is often perceived as trespassing into feminine space and creating ambiguity in gender borders. This study aims to explore how packaging designers negotiate masculinity, in order to persuade men to accept grooming products through social interactions within the packaging of L{\textquoteright}Or{\'e}al Men Expert. Employing Scollon{\textquoteright}s mediated discourse analysis and incorporating the Barthesian order of signification, the study analyses how different social actions within the packaging discourse are mediated by multimodal features. The findings reveal five negotiating strategies, i.e. constructing a hegemonicmasculine image; negotiating (a masculinised) metrosexuality; empowering men;giving men a logical reason to groom; and a different portrayal of skincare products. The key aim of this paper is to illustrate the differences between marketing and linguistics and propose possible collaboration.",
keywords = "product packaging discourse; mediated discourse analysis; linguistic semiotics; marketing semiotics; masculinity/metrosexuality, mediated discourse analysis, linguistic semiotics, marketing semiotics, masculinity/metrosexuality",
author = "Cheong, {Huey Fen} and Surinderpal Kaur",
year = "2015",
doi = "10.1080/10350330.2015.1026650",
language = "English",
volume = "25",
pages = "364--385",
journal = "Social Semiotics",
issn = "1035-0330",
publisher = "Routledge",
number = "3",

}

RIS

TY - JOUR

T1 - Legitimising male grooming through packaging discourse

T2 - a linguistic analysis

AU - Cheong, Huey Fen

AU - Kaur, Surinderpal

PY - 2015

Y1 - 2015

N2 - While packaging is a common marketing subject, this illustration paper provides an alternative perspective through the linguistic examination of packaging as discourse, focusing on male grooming, masculinity and metrosexuality. Male grooming is often perceived as trespassing into feminine space and creating ambiguity in gender borders. This study aims to explore how packaging designers negotiate masculinity, in order to persuade men to accept grooming products through social interactions within the packaging of L’Oréal Men Expert. Employing Scollon’s mediated discourse analysis and incorporating the Barthesian order of signification, the study analyses how different social actions within the packaging discourse are mediated by multimodal features. The findings reveal five negotiating strategies, i.e. constructing a hegemonicmasculine image; negotiating (a masculinised) metrosexuality; empowering men;giving men a logical reason to groom; and a different portrayal of skincare products. The key aim of this paper is to illustrate the differences between marketing and linguistics and propose possible collaboration.

AB - While packaging is a common marketing subject, this illustration paper provides an alternative perspective through the linguistic examination of packaging as discourse, focusing on male grooming, masculinity and metrosexuality. Male grooming is often perceived as trespassing into feminine space and creating ambiguity in gender borders. This study aims to explore how packaging designers negotiate masculinity, in order to persuade men to accept grooming products through social interactions within the packaging of L’Oréal Men Expert. Employing Scollon’s mediated discourse analysis and incorporating the Barthesian order of signification, the study analyses how different social actions within the packaging discourse are mediated by multimodal features. The findings reveal five negotiating strategies, i.e. constructing a hegemonicmasculine image; negotiating (a masculinised) metrosexuality; empowering men;giving men a logical reason to groom; and a different portrayal of skincare products. The key aim of this paper is to illustrate the differences between marketing and linguistics and propose possible collaboration.

KW - product packaging discourse; mediated discourse analysis; linguistic semiotics; marketing semiotics; masculinity/metrosexuality

KW - mediated discourse analysis

KW - linguistic semiotics

KW - marketing semiotics

KW - masculinity/metrosexuality

U2 - 10.1080/10350330.2015.1026650

DO - 10.1080/10350330.2015.1026650

M3 - Journal article

VL - 25

SP - 364

EP - 385

JO - Social Semiotics

JF - Social Semiotics

SN - 1035-0330

IS - 3

ER -