Martin, Emily. 1991. "The egg and the sperm: How science has constructed a romance based on stereotypical male-female roles." Signs 16:485-501.
Brown, Jessica Autumn and Myra Marx Ferree. 2005. "Close Your Eyes and Think of England: Pronatalism in the British Print Media." Gender & Society 19:5-24.
Iyer, Radha. 2009. "Entrepreneurial identities and the problematic of subjectivity in media-mediated discourses." Discourse & Society 20:241-263.
Liechty, Mark. 2005. "Carnal Economies: The Commodification of Food and Sex in Kathmandu." Cultural Anthropology 20:1-38.
Messner, Michael A. 2000. "Barbie Girls versus Sea Monsters: Children Constructing Gender." Gender and Society 14:765-784.
Our use of language in everydayness is culturally mediated. This mediation brings prejudicial notions of categories. This can be studied aptly through critical discourse analysis and it is, in all these 5 articles, the common methodology used to see stereotypes in the languages or texts. Through these discourses, the politics of representation and the power imbalances of our society can be seen through languages that is used in scientific and newspaper writings and words in common usage. In the two articles namely, “Entrepreneurial identities and the problematic of subjectivity in media-mediated discourses” and “Carnal Economies: The Commodification of Food and Sex in Kathmandu”, the discourses on gender is shown with the development of neo-liberal economy and how the ideas of patriarchy is shown in the binary of tradition/modernity, new women/old women, old times/new times etc.. In the article "The egg and the sperm: How science has constructed a romance based on stereotypical male-female roles", Emily Martin (1991) shows the proliferation of gender stereotypes produced by culture in the biology textbooks to define the reproductive capacity of men and women through gendered lens. Michael Messner (2000) in his article "Barbie Girls Versus Sea Monsters: Children Constructing Gender" demonstrates how a ‘multilevel analysis’ might reveal various levels of meaning that give insights into everyday social construction of gender through children’s world. Brown and Ferrie (2005) in their article "Close Your Eyes and Think of England: Pronatalism in the British Print Media" talk about the prophecy of print media to create a consciousness of crisis due to decreasing fertility and move beyond ‘potential economic logic’ to reflect a threat to culture and civilisation.
Iyer (2009) draws on the concept of ‘governmentality’ given by Foucault to show how media operates through subtle manipulation of individual subjectivities by regulating ‘the conduct of conducts’ through control on networks of power such as production practices, creation of new genres and dominant discourses. She uses the concept of ‘being’ and ‘becoming’, given by Delueze and Guattris (1987), where ‘being’ shows the overarching control of patriarchal and colonial kinds over women in media industry and ‘becoming’ shows the resistance at a molecular level through ‘self-governance’ and multiple subject positions. She used 46 articles of various Indian newspaper and popular magazine from 1988 to 2002 to show discourses on femininity, patriarchy (microstructure) and oppositional discourse of ‘being’ and ‘becoming’ (macrostructure). She selects the time frame to properly accommodate the pre-liberalisation and post liberalisation discourses. However, her data is more skewed in post-liberalisation phase as the liberalisation of Indian economy was done in 1991. Further, she mainly focuses on headlines of the article to show these discourses which seems problematic in the modern age of rapid transfer of news items, where catchy-phrases are used to attract viewers. She does not compare news on gender discourses with other news items where same tactics is used for attracting attention. Further, when she talks about the oppositional discourse of ‘becoming’ then she does not take notice of women of many other industries where they have performed well like the success of entrepreneurs Indra Nooyi, Chanda Kochhar etc. whose educational background and efficient decision makings were popularised by media. She does not bring the ‘class-location’ of these successful entrepreneurs, who resisted the microstructures of these discourses like of femininity, patriarchy etc. However, Mark Liechty (2005) brings these dimensions in his research of food and sex market of Kathmandu, Nepal.
