Constituting Gender Roles through the Transitivity Choice in Commodity Advertising
Bibliographic record
Abstract
Guided by gender theories and focusing on an advertisement of Motorola’s cellular phone as a case study, this study explores the construction of gender roles through Transitivity choice in commodity advertising. After a detailed description, interpretation and explanation of the gender roles encoded in the advertising text, this study gets the following findings: 1) Ideological conceptions and social consciousness can be expressed in a text through verbal presentation and also revealed through the arrangement of linguistic devices or resources like Transitivity processes. 2) Influenced by current gender ideology, commodity advertisements tend to represent women with strong desires for self-fulfilment. 3) The advertising of a magic product which can help fulfil a woman’s self can stimulate women’s desire for its purchase and thus promote its sale. 5) The construction of gender roles through linguistic choice in commodity advertising can infuse or indoctrinates new concepts of gender roles into people’s mind. Hopefully, this essay can improve people’s awareness of how ideology is encoded in linguistic devices and how ideology controls the choice of linguistic resources.
Fetched live from OpenAlex and de-inverted. Abstracts are not stored in this database: the inverted indexes are 8.6 GB of the frame’s 9.3 GB of text, and the host has 13 GB free.
How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.002 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.003 | 0.013 |
| Scholarly communication | 0.006 | 0.004 |
| Open science | 0.000 | 0.002 |
| Research integrity | 0.001 | 0.001 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".