A Multimodal Critical Discourse Analysis Of Gender Identity In English Anti-domestic Violence Video Public Service Advertisements

Based on Fairclough's three-dimensional theory and Kress & van Leeuwen's visual grammar,this thesis makes a multimodal critical discourse analysis of gender identity in English anti-domestic violence PSAs.By analyzing the constructing process of the gender identity of male abusers and female victims,this study aims to enhance audiences' understanding of anti-domestic violence PSAs,and meanwhile,to know the underlying formation of this gender identity.80 anti-domestic violence PSAs analyzed in this study are collected from NO MORE,a coalition organization of against domestic violence,published on the platform of You Tube.And with these materials,this thesis analyzes the constructing process of the gender identity of male abusers and female victims.The study shows that:(1)the identity of male abuses is constructed through the formation of three main attributes of men,namely the attribute of being disrespectful,the attribute of being manipulative and the attribute of being abusive.The identity of female victims is constructed through the formation of three main attributes of women,namely the attribute of being tolerant,the attribute of being rebellious and the attribute of seeking help.These six attributes are formed through the interaction of language,image and sound.(2)the factors that affect the construction of this gender identity and the formation of six attributes are as follows: firstly,even though these PSAs are for public interests,they will be influenced by the PSA producers to construct this gender identity of male abusers and female victims to gain social acceptability.Secondly,the long-standing gender inequality in social status could also be a factor magnifying the disadvantages of male abusers in anti-domestic violence PSAs.Thirdly,since domestic violence happens between two participants,the personal attributes of each other will also affect the occurrence of domestic violence,therefore,it helps construct this opposing gender identity in anti-domestic violence PSAs.This study has certain practical significance.First,application of three-dimensional theory and visual grammar provides a new way for the analysis ofmultimodal discourse.Second,this study could help to know the dynamic construction of gender identity in anti-domestic violence PSAs,so as to deepen audiences' understanding of anti-domestic violence PSAs and draw more social attentions.