Title

Gendered Construction of Macau Casino: A Social Semiotic Analysis of Tourism Brochures

Document Type

Article

Publication Date

Spring 2-23-2015

Publication Source

Leisure Studies

DOI

10.1080/02614367.2015.1009847

Publisher

Routledge, Taylor & Francis

ISBN/ISSN

1466-4496

Peer Reviewed

yes

Abstract

This paper analyses the represented images of men and women in casino ads of Macau, examines the impact of gender power in the casino industry and discusses the social–cultural construction of masculinity and femininity in a culturally diverse context. A social semiotic analysis of a range of casino brochures and leaflets is presented. The analysis reveals that stereotypical portrayals of gender roles persist in Macau’s casino ads, which privilege the male tourist gaze and reproduce the gender power relations within the hetero-patriarchal system. Despite the trend of women’s involvement in public gambling, casino gambling continues to be upheld as a masculine activity in Macau. The study argues that the casino space is constructed through two aspects – the simultaneous masculinisation of gambling and feminisation of interactive service work, which reflect, respectively, the traditional expectations of the gambling culture and the demands of the modern service-intensive casino business.

Keywords

gender, gambling, casino, tourism brochures, social semiotics, Macau

Disciplines

Critical and Cultural Studies | Feminist, Gender, and Sexuality Studies | International and Intercultural Communication

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