The Power within Power: A Semiotic Approach to Matrimonial Discourses in Bengal
Abstract:
The whims of patriarchy, undeniably, has engulfed our daily life. Patriarchy and
the notion of gender are mutually inclusive: the spectrum is same though the
operation within is different. Difference is also reflected in the stereotypical
construct of marriage. The myth of a successful marriage is mostly sought through
matrimonial advertisements. Linguistic manipulation is one of the major factors of
matrimonial columns. It negotiates the relationship between the advertiser and the
advertised. What kind of relationship they share? What are the different parameters
and socio linguistic influences? The answer is sought for in this paper.
Method: A semiotic approach to Matrimonial advertisements in the context of Bengali community and a close reading of different matrimonial advertisements (one each from Grooms Wanted and Brides Wanted columns) from The Telegraph, one of the most widely circulated daily English newspapers in Eastern India, has been done with the help of CDA.
Finding: After considering all socio-cultural as well as semiotic aspects it has been found that in spite of gender discrimination and marginalization there is still hope for a better future where a ‘handsome’ man proudly declares himself to be worthy of a ‘beautiful’ woman. Those days are in the offing.
Discussion: The language of a matrimonial advertisement reflects the inseparable relation between a signifier and a signified. The prospect of a ‘fair’ woman undermines that of a ‘not-so-fair’ one. A CDA highlights also the social as well as cultural aspects of matrimonial columns. After decoding them it has been found that there are considerable changes in the socio-cultural as well as semiotic aspects of the matrimonial advertisements.
Method: A semiotic approach to Matrimonial advertisements in the context of Bengali community and a close reading of different matrimonial advertisements (one each from Grooms Wanted and Brides Wanted columns) from The Telegraph, one of the most widely circulated daily English newspapers in Eastern India, has been done with the help of CDA.
Finding: After considering all socio-cultural as well as semiotic aspects it has been found that in spite of gender discrimination and marginalization there is still hope for a better future where a ‘handsome’ man proudly declares himself to be worthy of a ‘beautiful’ woman. Those days are in the offing.
Discussion: The language of a matrimonial advertisement reflects the inseparable relation between a signifier and a signified. The prospect of a ‘fair’ woman undermines that of a ‘not-so-fair’ one. A CDA highlights also the social as well as cultural aspects of matrimonial columns. After decoding them it has been found that there are considerable changes in the socio-cultural as well as semiotic aspects of the matrimonial advertisements.
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