Speaking the gendered body: The performative construction of commercial femininities and masculinities via body-part vocabulary

Abstract

ABSTRACT This study illustrates how body-part vocabulary can contribute to linguistic gender construction. As a starting point, gendering mechanisms pertinent to body-part terms are delineated. On a theoretical plane, the study is indebted to poststructuralism and the notion of performativity in identity construction. Gender performativity via body-part vocabulary is explored by quantitatively and qualitatively analyzing material from a corpus of 2,000 advertisements from the two magazines, Cosmopolitan and Men’s Health , yielding evidence on how two specific commercial versions of femininity and masculinity are discursively constructed. The findings are highly stereotypical and therefore bear witness to body-part lexemes as traces of dominant gender discourses whose gender indexicality can be strategically exploited. The concluding discussion advances a theorization of linguistic identity construction in line with performativity, which departs from more traditional variationist approaches that see identity as a pre-discursive fact. (Language and gender, body, advertising discourse, body-part vocabulary, poststructuralism, performativity)