Authors
Abstract
The distinguished gender language of the dominant gender discourse in the social atmosphere of Iran, as one of the most influential phenomenon determining the linguistic and non-linguistic actions of individuals, has been appeared in the popular magazines. It seems that the ruling ideology of the dominant gender discourse is to construct and use the self-made gender view that preserves its interests. This view deeply exerts its impact on the individuals’ social identity, therefore, we are going to analyze the dominance and the effects of this concept in the subjective subconscious and gender discourse of the Iranian society. The present study exploits the theoretical point of view of Michel Foucault and Norman Fairclough’s methodological approach to discursively analyze the stories published in Persian popular magazines during the year 1386. So, the findings of each text were analyzed with regard to the basic concepts of dominance, subversion and unconscious mind. The results indicate that individual attitudes, especially among women, are influenced by the unconsciousness affected by the dominant gender discourse demands. Therefore, they don’t act according to their demands and beliefs, but in consistence with the ruling gender discourse which uses them as a tool to reproduce the current situation.
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