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Symbolic Annihilation or Alternative Femininity? The (Linguistic) Portrayal of Women in Selected Polish Advertisements

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Pawelczyk J.
Lodz Papers in Pragmatics
|
2008
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vol. 4
|
issue 2
311-332
EN
The year 1989 marks the beginning of sweeping political, economic and social changes in Poland. Since that time an expansion of women into top professional positions can be observed. Data from the last national census (2002) clearly indicate that women in Poland are better educated than their male counterparts, increasingly careeroriented as well as aggressively pursuing managerial occupations. A modern woman is, by popular belief, no longer obliged to conform to the so-called dominant (Coates 1997) or emphasized (Connell 1987) [i.e. hegemonic] form of femininity. There appears to be greater social latitude for her professional development. The paper explores whether print advertisements (playing a crucial role in the construction of social identities) of certain products incorporate new powerful discourse of femininity. The three advertised products and services (cars, telephones, and banking) selected for the analysis have been commonly associated in Poland with the dominant form of masculinity. Consequently, it is interesting to examine whether women function there, and if so, how. The analyzed advertisements have been collected over the period of one year from three magazines addressed to the emerging Polish middle class. Drawing on Goffman's concepts of function ranking and ritualization of subordination as well as Critical Discourse Analysis (CDA), I will attempt to determine whether the selected print advertisements reflect the new femininity in Poland.
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Kultura polityczna a możliwość odmowy publikacji w prasie reklam i prywatnych ogłoszeń

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Gołda-Sobczak M.
Themis Polska Nova
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2014
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issue 1(6)
175-185
EN
The problem of the opportunity to place advertisement in mass media has been analysed both by Polish courts and the European Court of Human Rights only with regard to the content of said advertisement and its reference to current legal advertising bans. However, there occurred a significant problem not only from the point of view of the freedom of press, but also civil liberties, namely that of presenting advertisement undesired by newspaper editors. Cases tried by Polish courts, one being subject to analysis of the European Court of Human Rights, prove that within the scope of placing advertisement the voice of publishers and editors is decisive. Any citizen referring to the freedom of speech stands no chance that the content of advertisement presented by them will be published. Free press is to be free to choose advertisement, and what’s crucial here is the economic freedom of contract. tantamount to conceding that this norm ceases to exist, but only affirms that it cannot be applied.
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