Abstract

This paper is meant to discuss two diverse but mutually entailed goals, underpinning the analysis of media business discourse. On the one hand, it promotes a critical understanding of how gender marks discourse and encodes power in business discursive communities, thus playing a key role in “shaping the expectations about people’s behaviours”. On the other, it promotes an interdisciplinary approach so as to disambiguate the discursive and argumentative strategies in the construction of media content by focusing on the symbolic organization and interaction between citizens and the discursive communities, in terms of male/female representations, given the way they throw global challenges and/or replicate stereotypes and particular ways of perceiving the business discourse in terms of enunciation. The contrastive analysis of a corpus of magazine texts, covering news in April and May 2011, with a large readership in the global scenario, in Portuguese and in English, uncovers the power imbalance created when media texts pass on stereotypical patterns of behaviour in business and everyday discursive communities.