Title

Gender stereotype as a vehicle for social change? The case of the Kong girl

Document Type

Journal article

Source Publication

Gender and Language

Publication Date

1-1-2017

Volume

11

Issue

4

First Page

460

Last Page

481

Publisher

Equinox Publishing Ltd

Keywords

Evaluation, Gender stereotype, Indexicality, Reappropriation, Stancetaking

Abstract

The Kong Girl stereotype has been circulating in the media since the mid-2000s. The indexical process of associating social meanings to the Kong Girl label becomes heightened in situations of uncertainty and change. Kira Hall uses the term 'indexical dissonance' to explain the state of identity under globalisation. In this paper, we identify three strategies by which more 'positive' representations of Kong Girls emerge: (1) the Kong Girl label shifts in semantic meaning; (2) the specific Kong Girl qualities taken as stance objects shift; and (3) the Kong Girl label is reappropriated. Through these strategies, we show how the meanings associated with a gender stereotype may be co-opted in emerging discourses of social change.

DOI

10.1558/genl.31607

Print ISSN

17476321

E-ISSN

1747633X

Publisher Statement

Copyright © 2017, equinox publishing. Access to external full text or publisher's version may require subscription.

Additional Information

This paper was first presented at IGALA 9. This article also presented as research paper at the Sociolinguistics of Globalization conference in June 2015 at the University of Hong Kong.

Full-text Version

Publisher’s Version

Language

English

Recommended Citation

Kang, M. A., & Chen, K. H. Y. (2017). Gender stereotype as a vehicle for social change? The case of the Kong girl. Gender and Language, 11(4), 460-481. doi: 10.1558/genl.31607

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