Vietnamese women’s representation in TV commercials related to lunar new year a critical discourse analysis

VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES *** NGUYỄN HỒNG LIÊN VIETNAMESE WOMEN’S REPRESENTATION IN TV COMMERCIALS RELATED TO LUNAR NEW YEAR: A CRITICAL DISCOURSE ANALYSIS PHÂN TÍCH DIỄN NGƠN PHÊ PHÁN VỀ HÌNH ẢNH NGƯỜI PHỤ NỮ VIỆT NAM TRONG CÁC QUẢNG CÁO LIÊN QUAN ĐẾN DỊP TẾT ÂM LỊCH M.A MINOR PROGRAMME THESIS Field : English Linguistics Code : 60.220.201 HANOI - 2016 VIETNAM NATIONAL UNIVERSITY, HANOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES *** NGUYỄN HỒNG LIÊN VIETNAMESE WOMEN’S REPRESENTATION IN TV COMMERCIALS RELATED TO LUNAR NEW YEAR: A CRITICAL DISCOURSE ANALYSIS PHÂN TÍCH DIỄN NGƠN PHÊ PHÁN VỀ HÌNH ẢNH NGƯỜI PHỤ NỮ VIỆT NAM TRONG CÁC QUẢNG CÁO LIÊN QUAN ĐẾN DỊP TẾT ÂM LỊCH M.A MINOR PROGRAMME THESIS Field : English Linguistics Code : 60.220.201 Supervisor : Dr Nguyễn Thị Thu Hà HANOI - 2016 ii DECLARATION I hereby declare that the thesis, entitled “Vietnamese women’s representation in TV commercials related to Lunar New Year: A critical discourse analysis” has been carried out in partial fulfillment of the requirements for the degree of Master of Arts at the University of Languages and International Studies This work is original and carried out with the cited sources, literature and other professional sources Hanoi - 2016 Nguyễn Hồng Liên iii ACKNOWLEDGEMENTS During the period of completing the Master thesis, the author has received great assistance and support from a lot of people First and foremost, the author would like to express her deepest gratitude to Ms Nguyen Thi Thu Ha, her supervisor, who initiated her into this study and has always been willing to give her clear insightful guidance as well as valuable feedback and suggestions in the completion of the Master thesis The author would also like to thank her peers in Vietnam National University for helping her search for needed materials to complete the Master thesis Last but not least, the author would like to express her sincere thanks to her big family, her ―little‖ family and friends for their encouragement The Master thesis could not have been fulfilled without them iv ABSTRACT This research is placed within the critical discourse analysis perspective that assumes an entangled relationship between discourse and its underlying social meanings Explicitly, the study of Vietnamese women's representation in 25 TV advertisements related to Lunar New Year with emphasis on gender roles is embraced The study, which is expected to fill the present gap, seeks answer to how Vietnamese women are characterized in TV commercials and whether this reflection sustains or challenges the existing ideologies in the current society Employing the framework of Fairclough (2001), Halliday (2014) and Kress and van Leeuwen (2006), the research has reached some findings: (1) laid in the domestic landscape, Vietnamese women are simultaneously portrayed as different characters; (2) the existing gender ideologies of Confucian ethics upon women can be said to be still upheld; (3) there seems to be no opposition to the current belief v LIST OF TABLES AND FIGURES Table Six types of processes in the transitivity system (Adapted from Hu, 1988) Table Mood and theme relations (Adapted from Halliday (2014: 78)) Table Summary of social distance and its relation (Adapted from Royce, 1999) Table Summary of visual realizations (Kress and van Leeuwen, 2006: 148) Table Image-Text relations (van Leeuwen, 2005: 230) Table A summary of discourse description Table A sample of discourse description Figure Three-dimension conception of discourse (Fairclough, 1992: 73) Figure Procedure of the analysis Figure Frame SAXI Figure Frame PHO2 Figure Frame BIBI1 Figure Frame CIF3 Figure Frame VCAFE1.1 Figure Frame NCAFE1 Figure Frame VCAFE1.2 vi TABLE OF CONTENTS DECLARATION iii ACKNOWLEDGEMENTS iv ABSTRACT v LIST OF TABLES AND FIGURES vi PART I: INTRODUCTION 1 Rationale Objectives of the study Scope of the study Methods of the study Significance of the study Design of the study PART II: DEVELOPMENT CHAPTER I: THEORETICAL BACKGROUND AND LITERATURE REVIEW 1.1 Contextual background of the study 1.2 Advertising landscape 1.3 Critical Discourse Analysis 1.4 Fairclough’s 3-dimension model 10 1.5 Halliday’s Functional Grammar 12 1.6 Kress and van Leeuwen’s grammar of visual design framework 15 1.6.1 Participants 15 1.6.2 Distance 15 1.6.3 Angle 16 1.6.4 Gaze 17 1.6.5 Inter-mode relations 17 1.7 Feasibility of applying Western-based frameworks into Vietnamese settings 18 1.8 Response from research communities 19 CHAPTER II: RESEARCH METHODOLOGY 22 2.1 Data of the study 22 2.2 Research approach 22 2.3 Research procedure 24 CHAPTER III: FINDINGS AND DISCUSSIONS 27 3.1 Findings and discussions of research question 27 3.1.1 Representation of Vietnamese married women 27 vii a The woman as a family cook 27 b The woman as a teacher and caretaker of her children 28 c The woman as a caretaker of her family members 29 d The woman as a subordinate partner of her man 30 e The woman as a household chores performer 31 f The woman, rather than the man, as a loving portrayal of parenthood to the children 32 3.1.2 Representation of Vietnamese unmarried women 33 3.1.3 Portrayal of Vietnamese men 34 3.2 Findings and discussions of research question 35 PART III: CONCLUSION 40 Summary of the study 40 Limitations of the study 41 Further research 41 REFERENCES 43 APPENDIX 46 viii PART I: INTRODUCTION Rationale According to the report of the Convention on the Elimination of all Forms of Discrimination against Women (CEDAW), Vietnam has invested great efforts for gender equality since 2006 Those include the approval of the Law on Gender Equality in November 2006 and the ratification of the National Strategy for the Advancement of Women by 2010 and the new National Strategy for Gender Equality for the period of 2011-2020 Theoretically, Vietnamese women can be said to have an equal position as men in the contemporary society A look in reality through mass media should disclose the actual idea of gender equality in Vietnam Media has been of great importance in representing different groups in a society TV advertising, as one of the media genres, plays a significant role in representing and shaping attitudes The image of women and men in the media, particularly in TV advertisements, is likely to project the understanding of social practices, social interactions and ideology on gender differences By analyzing the projection, underlying ideologies can be revealed on how the media conceptualizes women’s identities in particular This study focuses on women’s representation in a number of TV commercials during Lunar New Year in 2013, 2014 and 2015 Tet holiday or Lunar New Year is a special occasion for Vietnamese people to unite with their family What stands prominently around this time is solidarity, intimacy, family bonding with the images of parents and children, grandparents and family members, husband and wife or even friends Hence, in this period, Vietnamese women are supposedly portrayed in a variety of familial relationships simultaneously via TV advertisements Also, for a comprehensive view of Vietnamese women’s depiction, it is necessary to reveal how their opposite gender is reflected in those advertisements Regarding linguistic research, a number of existing studies have examined printed advertisements from the perspective of Critical Discourse Analysis (CDA) namely Kaur’s research on beauty product advertisements in Malaysia (2013), Vahid’s study on products/non-products advertisement in Iran (2012) or Tahmasbi’s analysis on Iranian Banks Advertisements (2013) However, little is known by applying the CDA in TV commercials in the context of Vietnam Nguyen Thi Thu Ha (2011) carried out a study on gender ideologies in Vietnamese media, which is seemingly the first author to initiate the trend Nonetheless, she focused on printed media not TV advertisements Meanwhile, Mohammadi (2011) from Iran and Hag (2011) from Bangladesh presented their investigation on the image of women in TV commercials Hence, a study that combines CDA and women representation in Vietnamese TV advertisements should be worth carrying out For all above-mentioned reasons, a research named ―Vietnamese women’s representation in TV commercials related to Lunar New Year: A critical discourse analysis” is undertaken with a view to bridging the gap Objectives of the study This study aims to unearth the underlying gender ideologies in Vietnamese TV advertisements Specifically, it is implemented with the subsequent objectives:  to investigate how Vietnamese women are represented in TV advertisements related to Lunar New Year;  to discover whether this representation reflects or challenges the existing ideology in Vietnamese society To fulfill these purposes, the study will answer the following research questions: Accordingly, when they are not in a marriage, Vietnamese unmarried women in these commercials are given many more choices to enjoy themselves during Lunar New Year 3.1.3 Portrayal of Vietnamese men For a comprehensive view of Vietnamese women’s representation, it is necessary to reveal how their opposite gender is reflected in those advertisements As for young men, they are mostly demonstrated as successful individuals Commencing with KN2.1, the man wears uniform as a chef, which is a contrasting image of women when they are in casual clothes cooking a meal This Figure Frame VCAFE1.2 suggests that in the same situation, males and females are portrayed differently and to some extent, the male may be presented more superiorly Especially, this is the only frame that possesses a direct look which signals the demand over viewers In other words, it exhibits his confidence and invites TV viewers to purchase the product In other instances, such as VCAFE1.2, the man is seen wearing formal clothes of white shirt and tie, sitting in a well-designed office It is likely that he has succeeded in his career and currently he is having a stable business Also depicted as successful, the man in HAO2, wearing smart clothes, is delivering a box of noodles to a farmer, showing that he is in a higher social position In addition, the man in SAM1 is a young man who wears shirt and tie as well, which leads to an impression of success Another image that can be grouped as the same topic is the male representation in KN4.1 It is dinner time and the whole family is preparing for the meal; yet, the man is not home It seems the daughter is waiting dauntingly and 34 when she sees her father – a man wearing smart clothes – return home, she feels delightful instantly Regarding old men, sitting comfortingly is the most frequently illustrated image among all 25 advertisements In VCAFE1.1, when the boy is saying goodbye to leave the house, the father is seen reading newspapers while the mother is seeing the son at the door When he comes back home in VCAFE1.3, the father is sipping a cup of tea and watching television In another example of VCAFE2.1, reading newspapers is also what the father does when his son wants to give him a present For HALI4, the old man in white hair is also relaxing when he is given a box of beer Briefly, Vietnamese males in 25 commercial related to Lunar New Year are mostly portrayed as either a successful young man or a relaxing old man However, this representation will require a further investigation to explicitly outline the men’s roles in Vietnamese advertisements 3.2 Findings and discussions of research question Research question 2: Does the representation challenge or sustain the existing gender ideologies? As the ideology has been presented, traditional ethics of Vietnamese lifestyle have been deeply affected by Confucian beliefs which value the conventional ideal of male superiority Consequently, Vietnamese women are said to take a secondary place in family There is an old folk song that goes: Ước mẹ có mười tay A mother wishes that she has ten hands Tay bắt cá, tay bắt chim One hand to fish, one hand to catch the bird Một tay xe luồn kim One hand to knit and sew Một tay cấy lúa, tay tìm hái rau One hand to cultivate rice plants, another hand to pick up vegetables Một tay ôm ấp đau One hand to embrace the sick baby Một tay vo gạo, tay cầu cúng ma One hand to clean rice, another hand to pray 35 Một tay vung vãi đằng xa One hand to take care of exterior events Một tay bếp núc, cửa nhà nắng mưa One hand to cook, to clean the house when it is rainy or sunny Một tay quơ củi, muối dưa One hand to collect woods and make pickles Một tay lệnh, bẩm thưa, đỡ đần One hand to obey and help others Tay mẹ giữ lấy One hand to hold the baby Tay lau nước mắt mẹ thiếu There is no hand left to wipe the tears… and tay! the mother still does not have enough hands! This folk song illustrates a huge number of household tasks that a woman is supposed to perform such as cooking (―One hand to fish, one hand to catch the bird‖), cleaning the house (―One hand to cook, to clean the house when it is rainy or sunny‖), obeying the older (―One hand to obey and help others‖), taking care of the child (―One hand to embrace the sick baby‖, ―One hand to hold the baby‖) or doing miscellaneous things (―One hand to knit and sew‖, ―One hand to cultivate rice plants, another hand to pick up vegetables‖) Yet, she has no time for herself, leading to the depression It might not be the case for the modern Vietnamese women However, part of this image is still visible and can be easily found if the situation is investigated Deep-seated in Vietnamese society is the idea of woman being a family cook and a household chores performer It has been illustrated in old sayings such as ―Vắng đàn ông quạnh nhà – Vắng đàn bà quạnh bếp‖ – ―If the man is not at home, there is solitude in the house – if the woman is not at home, there is solitude in the kitchen‖ or ―Đàn bà đàn bà – Thổi cơm, cơm khét, muối cà, cà chua‖ – ―A woman is not a woman if she fails to cook.‖ These have reflected a gender bias towards women regarding her cooking skill A woman should be responsible for family meals including breakfast, lunch, and dinner even when she has entered the job market Besides, household chores are regarded as women’s duty with cleaning, doing laundry, washing,… A typical day of a woman can be filled with layers of jobs like this 36 A woman is also in charge of educating her child An old saying goes: ―Con hư mẹ, cháu hư bà‖ – ―If a child is naughty, it is the mother and the grandmother’s fault.‖ The women in this instance hold full accountability for the child’s behavior without mentioning the role of the father or the grandfather Newly-born babies are often seen being taken care of by the grandmother and the mother The image of women embracing the baby and taking the baby outside is common these days As the time is spent more with the grandmother and the mother, the child grows a strong bond with them and orients towards them as a more loving parent, rather than towards the grandfather and the father Taking care of all family members is part of a woman’s job as well After getting married, the woman is supposed to fully devote her time to her family She is expected to be well cognizant of her parents-in-law, even cousins-in-law and most importantly her husband and her child She is advised to put everyone before herself in order to keep a happy family and to be seen as a good daughter-in-law Considered as a secondary place to the husband, the woman steps back for her man Daily speech in greeting has proven as ―ông‖ – ―grandpa‖ always comes before ―bà‖ – ―grandma‖, ―bố‖ – ―dad‖ always comes before ―mẹ‖ – ―mom‖ when the spouse is together It is understandable that under Confucianism philosophy, men are superior to women and greetings are likely to be influenced The addressing system has been followed for thousands of year, naturally becoming a habit and it is difficult to change such a fixed communication pattern This representation reflects the usual talking of Vietnamese people, leaving advertisers no other choice Subsequent to this routine, words develop into actions Being less appreciative, the women lets the men take control He is the one who carries out significant events as in the old sayings ―Đàn ông xây nhà, đàn bà xây tổ ấm‖ – ―Men make house, women make home‖ or ―Tậu trâu, lấy vợ, làm nhà‖ – ―Having a vehicle, getting married (to a girl), building house.‖ Women are supposed to keep themselves low, just to support her husband 37 In all investigated frames, women are seen smiling while doing their task This can be interpreted as there is no pressure on them and they are willing to cover all these household chores It is seemingly a joy when they can take care of their family This image indicates that women show no objection to performing these routines and they are accustomed to their domestic side Hence, the current beliefs about women’s roles are naturally demonstrated and can be easily accepted by TV viewers In short, Vietnamese married women in the investigated TV advertisements are represented as they sacrifice more than men in the domestic domain with a lot more tasks to Therefore, it can be said that the existing gender ideologies are still maintained and there seems to be no opposition to this creed From what has been observed, the author has given some thoughts on the issue Living in a Confucianism-affected society, Vietnamese women are likely to be dominated by men Though the situation is less severe than it used to be, women these days should gain more equality as men can be in charge of what normally belongs to women’s jobs Only then can women prove themselves in the public sphere Less time spent on domestic chores certainly offers them more opportunities in the job market By doing this, women can ascertain their aptitude for what men usually do, eliminating any superiority or inferiority However, the circumstance should take a long time to change as there are men who feel embarrassed doing household chores or becoming too close to children They mostly fear that they will lose their masculinity and gradually their dominance in the family if they often women’s jobs Hence, awareness should be raised via different means of information conveyance The author believes such a linguistic research can contribute partly to the process but many more studies on the same issue can suggest some changes to the situation Experts on this subject are earnestly invited 38 Summary of the chapter: In this chapter, women’s representation as well as men’s projection in the mentioned data has been analysed The social practice for the situation has also been interpreted and it is confirmed that the reflection matches the current underlying ideologies 39 PART III: CONCLUSION Summary of the study This research is placed within the critical discourse perspective that assumes an entangled relationship between discourse and its underlying meanings Explicitly, the study of Vietnamese women's representation in 25 TV advertisements related to Lunar New Year with emphasis on gender roles is embraced The study, which is expected to fill the present gap, seeks answer to how Vietnamese women are represented in TV commercials and whether this reflection sustains and challenges the existing ideologies in the current society Employing the frameworks of Fairclough (2001), Halliday (2014) and Kress and van Leeuwen (2006), the research has concluded some findings Firstly, for married women, there are six images that have been illustrated They range from the woman as a family cook, the woman as a teacher and caretaker of the children, the woman as a caretaker of family members to the woman as a household chores performer, the woman as a loving portrayal of parenthood to children and the woman as a subordinate partner of her man These representations are shown visually and verbally All the frames have a frontal angle, which denotes an involvement of viewers into the actions of participants in the advertisements Also, the lack of direct gaze of these frames displays an offer of viewers’ power over what they are watching In other words, viewers are given freedom in evaluating the information they receive from these commercials Verbally, there are not many voiceovers; hence, the verbal analysis is not conducted frequently Additionally, that the women are seen smiling while covering their job signifies their willingness as well as displays no resistance to change the current situation for Vietnamese women Secondly, Vietnamese unmarried women are depicted as doing what they like: going shopping, drinking coffee or going out with friends, showing much liberty in 40 their life This aspect is mostly described via visual elements and it is less visible than the images of married women Thirdly, Vietnamese men are reflected as either a young successful individual or a relaxing old man The only direct gaze among all advertisements belongs to the image of a successful man, displaying dominant power of this gender The men receive a much more comforting representation than their opposite sex Fourthly, Vietnamese married women in the investigated TV advertisements are represented as they sacrifice more than men in the domestic domain with a lot more tasks to Therefore, it can be said that the existing gender ideologies are still maintained and there seems to be no opposition to this creed Limitations of the study Carrying out the research in such quantity of TV commercials, the author is unlikely to claim generalization of the findings Also, the research aims at a specific occasion only, narrowing down the representation of Vietnamese women Further research Indeed, the more effective strategies to cope with this topic should need a deeper consideration which is more or 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