“I’ll always be your bestfriend”: A Filipino fast-food commercial’s construction of the friendzoned male lover, and his female love object

College

College of Liberal Arts

Department/Unit

Behavioral Sciences

Document Type

Conference Proceeding

Source Title

3rd International Conference on Industrial Convergence 2018

Volume

3

Issue

1

Publication Date

1-2018

Abstract

This study used a multimodal discourse analysis strategy to explore how a selected Filipino fast food commercial constructs the male lover, the female love object and the experience of friendzone. Analysis of the video and social media comments demonstrate recurring patriarchal themes: an ideal man is the one that provides and sacrifices; the female object is expected to return the love to the suitor, and will receive negative sanctions for not doing so, and; friendzone is both a place of loss for men, and a curse cast by females.

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Disciplines

Social and Behavioral Sciences

Keywords

Friendship—Sociological; Man-woman relationships

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