Re/production of gender ideologies in everyday language practices: Analyzing interactions in beauty spas in Hong Kong

There have been some studies on language and gender issues in Hong Kong recently. However, few attempts have been made so far to discuss the production and reproduction of gender stereotypes in everyday discourses of ordinary people. Addressing such a literature gap, the present study examines the process of discursive production and reproduction of gender ideologies in two examples of interaction between beauty therapists and female clients in Hong Kong Beauty spas. It is found that the discursive formation of gender identities and the re/production of gender ideologies are closely linked and influence the attainment of both transactional and interactional goals in the context. Therefore concludes that gender ideologies constitute an important source of what sustains the prosperity of local beauty industry.
本文以社會建構論為理論基礎，以Mullany（2009）性別語篇理論與Spencer-Oatey（2000，2008）關係管理理論為分析框架，分析兩則香港美容院客務對話。本研究旨在探究性別語篇如何影響客務關係以及美容院業務，闡明香港美容院服務員在使用禮貌用語促進客務關係的同時，建構、強化大眾傳媒宣傳的傳統女性價值觀，塑造“完美女性”的定形化形象，以此提高顧客購買意欲，促進銷售。因此，傳統性別意識正是支撐香港美容業蓬勃發展的重要原因。 Copyright © 2012 Higher Education Press.