New book

[Jose Santaemilia]

Dear IGALA colleagues,
Here's a recent publication. We hope you like it.

NEW PUBLICATION

Santaemimlia, José & Bou, Patricia (eds) (2008) Gender and Sexual 
Identities in Transition: International Perspectives, Newcastle: 
Cambridge Scholars Publishing. 
ISBN(10): 1-84718-668-8, ISBN(13): 9781847186683
http://www.c-s-p.org/Flyers/Gender-and-Sexual-Identities-in-
Transition--International-Perspectives1-84718-668-8.htm 

SUMMARY
The aim of this volume is to offer an International panorama of 
gendered and sexualised experiences, with new and original data 
collected from a variety of cultural settings and socio-political 
contexts. We look at many parts of the world (Japan, Sweden, Poland 
Cyprus, Spain, US, Australia, Canada, Hungary) with different 
assumptions and expectations, often revealing various research 
practices and traditions. Gendered or sexualised discourses are 
unstable constructions, in permanent transition, in a perpetual 
struggle to gain social legitimacy and to counter the workings of 
opposite discourses. They constitute privileged vantage points from 
which one can observe and judge power relationships. New identities 
are created and reproduced, refused and challenged.

TABLE OF CONTENTS
CHAPTER ONE
Gender and bilingualism: connecting experiences and theories 

 3
Joan Pujolar
CHAPTER TWO
‘Bigger is better’: Masculinity and consumerist discourses in Viagra 
advertisements 

 24
Andrea Simon-Maeda
CHAPTER THREE
Masculinity as Public Performance: Gendered Language Patterns and 
Religious Identity in a College Classroom 

 44
Allyson Jule
CHAPTER FOUR
The Missus, the Co-habitee and the Real Babe: Heteronormativity in 
Swedish Conversations 

 65
Stina Ericsson
CHAPTER FIVE
Gender stereotypes and globalised customer service communication in 
Poland

88
Agnieszka Kielkiewicz-Janowiak  and Joanna Pawelczyk
CHAPTER SIX
Borrowing and Swearing: Indirect construction of gender at a 
Hungarian workplace 

 105
Nóra Schleicher
CHAPTER SEVEN
‘I’ll be a rooster crowing in the hen coop, but you’ll be a hen and 
I’ll be bothering you’: The male sexual identity in Cyprus verbal 
dueling 

 128
Elli Doukanari
CHAPTER EIGHT
Selling and gender: Rapport building strategies used by American TV 
shopping networks’ hosts 

 146
Pilar Garcés-Conejos Blitvich
CHAPTER NINE
‘Beautiful Japanese Language’: Women’s speech in Japanese printed 
media 

180
Lidia Tanaka
CHAPTER TEN
‘War of words’ on new (legal) sexual identities: Spain’s recent 
gender-related legislation and discursive conflict 

 200
José Santaemilia
CHAPTER ELEVEN
Hybrid or in between cultures: Traditions of marriage in a group of 
Bangladeshi girls 

 222
Pia Pichler



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Dr. José Santaemilia
Departament de Filologia Anglesa i Alemanya,
Universitat de València
Av. Blasco Ibáñez, 32
Valencia-46010
Tel. (34) 96 386 42 62 / (34) 96 398 34 20
Fax (34) 96 386 41 61
e-mail: jose.santaemilia at uv.es
URL: http://www.uv.es/~santaemj/
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Coordinador Socrates/Erasmus de
Traducción & Interpretación
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