2026-05-10T08:02:50.404Z http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai

ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai:1:2548 2014-06-24T09:25:58Z 1

The Usage of Gender- Sensitive Language in the 21st Century 2014 http://ezaposleni.singidunum.ac.rs/rest/sciNaucniRezultati/oai/record/1/2548 V. Bošković The Usage of Gender- Sensitive Language in the 21st Century The issue of gender- sensitive language has been a hotly- debated topic in Europe and the world in the last twenty years. With the development of the feminist movement, freedom of speech and social empowerment of women, the question of gender equality has taken its place not only in the social sphere, but in language usage as well. As language is one of the biggest conveyors of prejudices, attitudes and cultural diversifications, it can very often be used as a means to create or break various social stereotypes. This paper juxtaposes the most prominent gender prejudices visible in the English language and the linguistic solutions to break these stereotypes through the usage of gender- sensitive language. Apart from the theoretical approach which gives an overview of the issue of gender- sensitive language usage in the past and nowadays, the paper also offers specific examples of both appropriate and inappropriate language usage regarding gender equality, with special reference to female titles, female occupations and gender metaphors in commercials in the English language in the 21st century. All examples are taken from relevant bibliography by authors such as D. Tannen, D. Schiffrin and H. Hamilton, as well as from the mass media, especially from the area of modern advertising and viral marketing. The aim of the paper is to depict the importance of the usage of gender- sensitive language in order to contribute to gender equality in the 21st century. Moreover, the study presented in this paper contributes to the better understanding of the relationship between language, gender and society. Key words: gender equality, gender- sensitive language conferenceObject Medjunarodna studentska konferencija Jezik: uputstva za upotrebu