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Media Representations of Gay and Lesbian Couples with Families: a Multimodal Discourse Analysis of Proposition 8 Advertisements

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Media Representations of Gay and Lesbian Couples with Families: a Multimodal Discourse Analysis of Proposition 8 Advertisements Media Representations of Gay and Lesbian Couples with Families: A Multimodal Discourse Analysis of Proposition 8 Advertisements by Demy Flores Tabangcura BA, University of Colorado, 2011 A Thesis Submitted in Partial Fulfillment of the Requirements of the Degree of MASTER OF ARTS in the Department of Sociology Demy Flores Tabangcura, 2016 University of Victoria All rights reserved. This thesis may not be reproduced in whole or in part, by photocopy or other means, without the permission of the author. ii Media Representations of Gay and Lesbian Couples with Families: A Multimodal Discourse Analysis of Proposition 8 Advertisements by Demy Flores Tabangcura BA, University of Colorado, 2011 Supervisory Committee Dr. Steve Garlick, Supervisor Department of Sociology Dr. Aaron Devor, Departmental Member Department of Sociology iii Abstract While the inclusion of gay and lesbian individuals in the media is not a recent phenomenon, the increased representation of families headed by gay and lesbian couples is somewhat new. Research has shown that mediatized representations of gay and lesbian individuals and couples more often than not adhere to stereotypes and perpetuate ideas that the constructors of these representations want their audiences to consume. Research has also focused on audiences’ reception and processing of the messages that these representations may carry. This study, instead, focuses on the construction of representations of gay and lesbian couples and their families, bringing to the forefront the importance of discursive practices that are used to construct visual, linguistic, and aural elements of the media consumed by audiences. Looking specifically at advertisements (both for and against) concerning California’s Proposition 8, a ballot measure proposing to ban same-sex marriages, this study shows how elements of the composition of the advertisements coalesce and mutually enhance each other to create particular understandings of gay and lesbian families. Using Critical Discourse Analysis and Social Semiotics, this study uncovers the underlying ideologies that inform the discursive and semiotic choices that have been made. Together, the music, the visuals, and the language are formed into a coherent whole, the advertisement. This thesis argues that how gay and lesbian people are represented is equally as important as the overt messages that are being disseminated to the audiences. By studying the discursive practices utilized by these advertisements, we are able to see that ideologies of idealistic family life and heterosexual relationships influence both advertisements in their characterisation of gay and lesbian couples and their respective families. iv Table of Contents Supervisory Committee.............................................................................................................................ii Abstract.....................................................................................................................................................iii Table of Contents......................................................................................................................................iv List of Tables.............................................................................................................................................vi List of Figures..........................................................................................................................................vii Acknowledgments.....................................................................................................................................ix Chapter One: Introduction.........................................................................................................................1 Chapter Two: Literature Review................................................................................................................6 1.1 Overview..................................................................................................................................6 1.2 Gays and Lesbians in the Media..............................................................................................6 1.3 Gay and Lesbian Couples.......................................................................................................12 1.4 A Focus on the Family............................................................................................................13 1.5 Gay and Lesbian Families in the Media.................................................................................19 1.6 A Movement Towards Normal Family Lives.........................................................................21 Chapter Three: Theoretical Framework...................................................................................................25 1.1 Overview................................................................................................................................25 1.2 Michel Foucault and Sexual Discourse..................................................................................25 1.3 Stuart Hall and the Media.......................................................................................................32 1.4 Bridging Ideology and Discourse...........................................................................................36 Chapter Four: Methods............................................................................................................................41 1.1 Overview................................................................................................................................41 1.2 Selection of Advertisements...................................................................................................42 1.3 Linguistic Analysis.................................................................................................................44 v 1.4 Visual Analysis.......................................................................................................................49 1.5 Aural Analysis.......................................................................................................................52 Chapter Five: Data and Findings.............................................................................................................55 1.1 Overview................................................................................................................................55 1.2 Advertisement Overviews......................................................................................................55 1.3 Representations of Individuals and Collectives.....................................................................66 1.4 Establishing Context As Framework......................................................................................80 1.5 Upfront and Backgrounded Gayness and Lesbianness..........................................................92 Chapter Six: Conclusion........................................................................................................................104 References.….........................................................................................................................................111 vi List of Tables Table 1: Quoting verbs.............................................................................................................................46 Table 2: Classification of social actors.....................................................................................................46 Table 3: Process types of transitivity........................................................................................................47 Table 4: Methods of hedging....................................................................................................................49 Table 5: How to observe salience.............................................................................................................51 Table 6: Questions when considering pose as characterisation...............................................................51 Table 7: Measurements of modality.........................................................................................................52 vii List of Figures Figure 1: Gar Wai from 'Your Rights' pro-Proposition 8 advertisement..................................................67 Figure 2: Cordy from 'We Support' pro-Proposition 8 advertisement.....................................................68 Figure 3: Katie from 'Protect Marriage' pro-Proposition 8 advertisement...............................................68 Figure 4: Opening question in 'Maintains Rights' pro-Proposition 8 advertisement...............................69 Figure 5: Opening statement in 'Protect Marriage' pro-Proposition 8 advertisement..............................69 Figure 6: Opening statement in 'Protects Marriage' pro-Proposition 8 advertisement............................69 Figure 7: Hector or Ruben with Andrew in playground for Anti-Proposition 8 advertisement...........................................................................................................................................73 Figure 8: Frances and Cynthia sitting with their daughter in anti-Proposition 8 advertisement...........................................................................................................................................74 Figure 9: Michael and Xavier sitting with their children in anti-Proposition
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