The Linguistic Strategies Used to Communicate Masculine Ideology in GM (Gentleman’s Magazine

Abstract

This paper describes the results of an analysis of the linguistic strategies used to communicate Thai masculine ideology in GM Magazines, which is a part of the research, Language and Masculine Ideology in GM Magazine: A Critical Discourse Analysis. This research adopted Fairclough’s Critical Discourse Analysis, which is an approach to analyze the relationship between language and ideology. Data were collected from 168 GM magazines (February 1986 to December 2013).

The results revealed that there were 9 linguistics strategies used in the magazine including 1) lexical selection, 2) figures of speech, 3) rhetorical questions, 4) intersentential cohesion, 5) casual style, 6) the use of medical and technological jargons, 7) personal experiences, 8) masculinity claim, and 9) presupposition. In terms of the relationship between masculine ideology and linguistic strategies, it was found that there were three types of ideology: 1) desirable masculine ideology including physical, emotional, and social characteristics, 2) undesirable ideology, and 3) adjustment of physical appearances.