Men and women on air
gender stereotypes in humour sequences in a Malaysian radio phone-in programme
DOI:
https://doi.org/10.1558/genl.21035Keywords:
Gender Stereotypes, Gender Construction, Humour, Media Talk, MalaysiaAbstract
This paper investigates the use of humour in a Malaysian radio phone-in programme to reinforce or challenge stereotypical conceptualisations of men and women. It is argued that these acts of humour uphold gender hierarchies and inequalities in a few ways. Traditional stereotypical portrayals of women still prevail, and these characteristics are naturalised by appealing to assumed shared common sense. Although both sexes are mocked in some instances of humour, when analysing why men and women are ridiculed, it was found that the men were targeted for two conflicting reasons: for exhibiting stereotypical feminine characteristics and for attempting to produce a hegemonic masculine identity. On the other hand, women were mocked for embodying traits culturally ascribed to masculinity. It is concluded that this works to legitimate men’s social dominance over women.
References
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Macdonald, M. (2003) Exploring Media Discourse. London: Hodder Arnold.
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McRobbie, A. (2004) Post-feminism and popular culture. Feminist Media Studies 4(3): 255–64. ttps://doi.org/10.1080/1468077042000309937
McRobbie, A. (2009) The Aftermath of Feminism: Gender, Culture and Social Change. London: Sage.
Merican, J. (2013) Unlocking women talent. Retrieved on 1 March 2013 from www.themalaysianinsider.com/opinion/article/unlocking-women-talent.
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Mills, S. (2008) Language and Sexism. New York: Cambridge University Press. https://doi.org/10.1017/CBO9780511755033
Mills, S. and Mullany, L. (2011) Language, Gender and Feminism: Theory, Methodology and Practice. Abingdon: Routledge.
Mullany, L. (2004) Gender, politeness and institutional power roles: humour as a tactic to gain compliance in workplace business meetings. Multilingua 23(1–2): 13–37. https://doi.org/10.1515/mult.2004.002
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Santhakumaran, D. (2002) Talking yourself out: why are there no ‘readers’ of women’s magazines? Paper presented at 2nd International Gender and Language Association Conference (IGALA2), Lancaster, UK.
Schippers, M. (2007) Recovering the feminine other: masculinity, femininity, and gender hegemony. Theory and Society 36: 85–102. https://doi.org/10.1007/s11186-007-9022-4
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Sim, S. (2013) Domestic violence is a criminal act, not merely a private family matter. Retrieved on 12 October 2013 from http://dapmalaysia.org/english/2013/aug13/bul/bul5597.php.
Sta Maria, S. (2013) Women groups hold Najib to his promise. Retrieved on 6 February 2013 from http://fz.com/content/women-groups-hold-najib-his-promise.
Sunderland, J. (2007) Contradictions in gendered discourses: feminist readings of sexist jokes? Gender and Language 1(2): 207–28. https://doi.org/10.1558/genl.v1i2.207
Tan, T., Ling, L. B. and Theng, E. (2002) Gender-role portrayals in Malaysian and Singaporean television commercials: an international advertising perspective. Journal of Business Research 10: 853–61. https://doi.org/10.1016/S0148-2963(00)00225-3
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Benwell, B. (ed.) (2006) Masculinity and Men’s Lifestyle Magazines. Oxford: Blackwell.
Bergvall, V. L. (1999) Toward a comprehensive theory of language and gender. Language in Society 28(2): 273–93. https://doi.org/10.1017/s0047404599002080
Bresnahan, M., Inoue, Y., Liu, W. Y. and Nishida, T. (2001) Changing gender roles in prime-time commercials in Malaysia, Japan, Taiwan, and the United States. Sex Roles 45(1–2): 117–31. https://doi.org/10.1023/A:1013068519583
Budgeon, S. (2011) The contradictions of successful femininity: third wave feminism, postfeminism and ‘new’ femininities. In R. Gill and C. Scharff (eds) New Femininities: Postfeminism, Neoliberalism and Subjectivity 279–92. Basingstoke: Palgrave Macmillan. https://doi.org/10.1057/9780230294523_19
Butler, J. (1990) Gender Trouble: Feminism and the Subversion of Identity. London: Routledge.
Butler, J. (1993) Bodies that Matter: On the Discursive Limits of ‘Sex’. London: Routledge.
Butler, J. (1997) Excitable Speech: A Politics of the Performative. London: Routledge.
Cameron, D. (1998) The feminist critique of language: a reader (2nd edn). London: Routledge.
Cameron, D. (2006) Language and Sexual Politics. London: Routledge.
Cameron, D. (2009) Theoretical issues for the study of gender and spoken interaction. In P. Pichler and E. Eppler (eds) Gender and Spoken Interaction 1–17. Basingstoke: Palgrave. https://doi.org/10.1057/9780230280748_1
Christie, C. (2000) Gender and language: towards a feminist pragmatics. Edinburgh: Edinburgh University Press.
Coates, J. (2003) Men Talk. Oxford: Blackwell. https://doi.org/10.1002/9780470755617
Cochrane, K. (2012) The women fighting sexism in the media – from Page 3 to politics. The Guardian (27 November). Retrieved on 28 November 2012 from www.guardian.co.uk/media/2012/nov/27/women-fighting-sexism-media-page-3.
Communications and Multimedia Content Forum of Malaysia (2004) The Malaysian Communications and Multimedia Content Code. Kuala Lumpur: CMCF Secretariat. Retrieved on 11 February 2014 from www.skmm.gov.my/skmmgovmy/files/attachments/ContentCode.pdf.
Crawford, M. (1995) Talking Difference: On Gender and Language. London: Sage.
Crawford, M. (2003) Gender and humor in social context. Journal of Pragmatics 35: 1413–30. https://doi.org/10.1016/S0378-2166(02)00183-2
Dellinger, K. (2004) Masculinities in ‘safe’ and ‘embattled’ organizations: accounting for pornographic and feminist magazines. Gender and Society 18(5): 545–566. https://doi.org/10.1177/0891243204267401
Eckert, P. and McConnell-Ginet, S. (2003) Language and Gender. Cambridge: Cambridge University Press. https://doi.org/10.1017/CBO9780511791147
Gill, R. (2007) Gender and the Media. Cambridge: Polity Press.
Gill, R. and Scharff, C. (eds) (2011) New Femininities: Postfeminism, Neoliberalism and Subjectivity. Basingstoke: Palgrave.
Gray, J. (1991) Men are From Mars, Women are from Venus: A Practical Guide for Improving Communication and Getting what You Want in Your Relationships. New York: HarperCollins.
Hassan, A. (2012) Malaysia women want Prime Minister Najib off women’s rights. Retrieved on 27 November 2012 from www.bikyamasr.com/79416/malaysia-women-want-prime-minister-najib-off-womens-rights.
Hayes, L. (2013) Where did the fourth wave of feminism spring from? Retrieved on 10 January 2014, from http://newpoliticalcentre.com/2013/09/09/where-did-the-fourth-wave-of-feminism-spring-from-by-lara-hayes.
Holmes, J. (2008) Gendered discourse at work. Language and Linguistics Compass 2–3: 478–95. https://doi.org/10.1111/j.1749-818X.2008.00063.x
Holmes, J. and Meyerhoff, M. (2003) Different voice, different views: an introduction to current research in language and gender. In J. Holmes and M. Meyerhoff (eds) The Handbook of Language and Gender 1–17. Oxford: Blackwell. https://doi.org/10.1002/9780470756942.ch
Hutchby, I. (2006) Media Talk: Conversation Analysis and the Study of Broadcasting. Maidenhead: Open University Press.
Joint Action Group for Gender Equality (2012) PM must take women’s ministry portfolio seriously. Retrieved on 3 December 2012 from www.themalaysianinsider.com/sideviews/article/pm-must-take-womens-ministry-portfolio-seriously.
Joint Action Group for Gender Equality (2013) Keep to your word. Retrieved on 6 February 2013 from www.wao.org.my/news_details.php?nid=277andntitle=JAG%3A+Keep+to+Your+Word.
Kotthoff, H. (2000) Gender and joking: on the complexities of women’s image politics in humorous narratives. Journal of Pragmatics 32(1): 55–80. https://doi.org/10.1016/S0378-2166(99)00031-4
Kotthoff, H. (2006) Gender and humor: the state of the art. Journal of Pragmatics 38: 4–25. https://doi.org/10.1016/j.pragma.2005.06.003
Lazar, M. M. (2005a) Politicizing gender in discourse: feminist critical discourse analysis as political perspective and praxis. In M. M. Lazar (ed.) Feminist Critical Discourse Analysis: Gender, Power and Ideology in Discourse 1–30. Basingstoke: Palgrave. https://doi.org/10.1057/9780230599901_1
Lazar, M. M. (ed.) (2005b) Feminist Critical Discourse Analysis: Gender, Power and Ideology in Discourse. Basingstoke: Palgrave.
Lazar, M. M. (2009) Entitled to consume: post-feminist femininity and a culture of post-critique. Discourse and Communication 3(4): 371–400. https://doi.org/10.1177/1750481309343872
Macdonald, M. (2003) Exploring Media Discourse. London: Hodder Arnold.
Malaysian NGO CEDAW Alternative Report Group (2012) CEDAW and Malaysia: Malaysian Non-Government Organisations’ Alternative Report Assessing the Government’s Progress in Implementing the United Nations Convention on the Elimination of All Forms of Discrimination against Women (CEDAW). Petaling Jaya, Selangor: Women’s Aid Organisation.
Martin, D. (2013) Malaysian women parliamentarians: why the different numbers? Retrieved on 15 October 2013 from http://asiapacific.anu.edu.au/newmandala/2013/05/17/malaysian-women-parliamentarians-why-the-different-numbers.
McRobbie, A. (2004) Post-feminism and popular culture. Feminist Media Studies 4(3): 255–64. ttps://doi.org/10.1080/1468077042000309937
McRobbie, A. (2009) The Aftermath of Feminism: Gender, Culture and Social Change. London: Sage.
Merican, J. (2013) Unlocking women talent. Retrieved on 1 March 2013 from www.themalaysianinsider.com/opinion/article/unlocking-women-talent.
Milestone, K. and Meyer, A. (2012) Gender and Popular Culture. Cambridge: Polity Press.
Mills, S. (2008) Language and Sexism. New York: Cambridge University Press. https://doi.org/10.1017/CBO9780511755033
Mills, S. and Mullany, L. (2011) Language, Gender and Feminism: Theory, Methodology and Practice. Abingdon: Routledge.
Mullany, L. (2004) Gender, politeness and institutional power roles: humour as a tactic to gain compliance in workplace business meetings. Multilingua 23(1–2): 13–37. https://doi.org/10.1515/mult.2004.002
Munro, E. (undated) Feminism: a fourth wave? Retrieved on 10 January 2014 from www.psa.ac.uk/insight-plus/feminism-fourth-wave.
Ng, C., Mohamad, M. and Tan, B.H. (2006) Feminism and the Women’s Movement in Malaysia: An Unsung (R)evolution. Abingdon: Routledge.
NGO Shadow Report Group (2005) NGO Shadow Report on the Initial and Second Periodic Report of the Government of Malaysia: Reviewing the Government’s Implementation of the Convention on the Elimination of All Forms of Discrimination against Women (CEDAW). Petaling Jaya: National Council for Women’s Organisations. Retrieved on 23 January 2017 from www.iwraw-ap.org/resources/pdf/Malaysia_SR.pdf.
Office of the Prime Minister (2016) Cabinet members. Retrieved on 10 March 2017 from www.pmo.gov.my/home.php?menu=cabinet&page=1797.
Pauwels, A. (2003) Linguistic sexism and feminist linguistic activism. In J. Holmes and M. Meyerhoff (eds) The Handbook of Language and Gender 550–70. Oxford: Blackwell. https://doi.org/10.1002/9780470756942.ch24
Redfern, C. and Aune, K. (2010) Reclaiming the F word: The New Feminist Movement. London: Zed Books.
Santhakumaran, D. (2002) Talking yourself out: why are there no ‘readers’ of women’s magazines? Paper presented at 2nd International Gender and Language Association Conference (IGALA2), Lancaster, UK.
Schippers, M. (2007) Recovering the feminine other: masculinity, femininity, and gender hegemony. Theory and Society 36: 85–102. https://doi.org/10.1007/s11186-007-9022-4
Shifman, L. and Lemish, D. (2010) Between feminism and fun(ny)mism. Information, Communication and Society 13(6): 870–91. https://doi.org/10.1080/13691180903490560
Shifman, L. and Lemish, D. (2011) ‘Mars and Venus’ in virtual space: post-feminist humor and the Internet. Critical Studies in Media Communication 28(3): 253–73. https://doi.org/10.1080/15295036.2010.522589
Sim, S. (2013) Domestic violence is a criminal act, not merely a private family matter. Retrieved on 12 October 2013 from http://dapmalaysia.org/english/2013/aug13/bul/bul5597.php.
Sta Maria, S. (2013) Women groups hold Najib to his promise. Retrieved on 6 February 2013 from http://fz.com/content/women-groups-hold-najib-his-promise.
Sunderland, J. (2007) Contradictions in gendered discourses: feminist readings of sexist jokes? Gender and Language 1(2): 207–28. https://doi.org/10.1558/genl.v1i2.207
Tan, T., Ling, L. B. and Theng, E. (2002) Gender-role portrayals in Malaysian and Singaporean television commercials: an international advertising perspective. Journal of Business Research 10: 853–61. https://doi.org/10.1016/S0148-2963(00)00225-3
United Nations Secretary-General (2010) Review of the Implementation of the Beijing Declaration and Platform for Action, the Outcomes of the Twenty-Third Special Session of the General Assembly and its Contribution to Shaping a Gender Perspective towards the Full Realization of the Millennium Development Goals. New York: United Nations.
Wee, C., Choong, M. and Tambyah, S. (1995) Sex role portrayal in television advertising: a comparative study of Singapore and Malaysia. International Marketing Review 12(1): 49–64. https://doi.org/10.1108/02651339510080098
Women’s Aid Organisation (2013) Domestic Violence Act already protects men; put efforts on implementation and enforcement. Retrieved on 12 October 12 2013 from www.themalaysianinsider.com/sideviews/article/domestic-violence-act-already-protects-men-put-efforts-on-implementation-an.
World Bank (2012) Malaysia economic monitor: unlocking women’s talent. Retrieved on 1 November 2013 from http://documents.worldbank.org/curated/en/2012/11/17017962/malaysia-economic-monitor-unlocking-womens-potential.
World Economic Forum (2016) The Global Gender Gap Report 2013. Switzerland: World Economic Forum. Retrieved on 10 March 2017 from www3.weforum.org/docs/GGGR16/WEF_Global_Gender_Gap_Report_2016.pdf.
Published
2017-03-28
Issue
Section
Articles
How to Cite
Yoong, M. (2017). Men and women on air: gender stereotypes in humour sequences in a Malaysian radio phone-in programme. Gender and Language, 11(1), 30-50. https://doi.org/10.1558/genl.21035
