Saint Ashley
gendered discourses in the commodification of New Zealand’s Director General of Health during Covid-19
DOI:
https://doi.org/10.1558/genl.18687Keywords:
gender ideologies, discourse analysis, critical multimodality, commodification, Covid-19Abstract
During Covid-19 lockdown in New Zealand from March to June 2020, gendered discourses appeared in artistic and commercial products featuring Ashley Bloomfield, New Zealand’s Director General of Health and ‘hero of quarantine’. Using an analytical framework combining Foucauldian discourse analysis with critical multimodality, we explore how Ashley is shaped into existence through discourses portraying him as a superhero, love interest/sex symbol, national treasure, saviour, saint and authority figure. These emergent discourses ride on the wave of longstanding dominant discourses relating to gender and sexuality, alongside nation, class and ethnicity. While dominant discourses may provide reassurance when established realities are under threat, they simultaneously cause harm by reproducing unequal power relations between social groups. We contend that, even in periods of crisis, we should consider what broader messages we are sending when we latch onto the latest discursive trend.
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