Gendered Identity Construction in Cooking Shows: An Analysis of the Language Used by Male and Female Chefs

Abstract

This study examines gendered language use and identity construction in Pakistani televised cooking shows. Grounded in sociolinguistic frameworks such as difference theory (Tannen, 1990) and dominance theory (Lakoff, 1975), it investigates how male and female hosts employ distinct linguistic styles that mirror broader gender norms and cultural expectations. The data consist of two thirty-minute cooking shows, one hosted by a male chef and the other by a female chef, analyzed through qualitative observation of their interactions with both audiences and callers. The findings reveal that female chefs tend to adopt a more personal, relational, and affective communicative style, whereas male chefs display a more reserved, directive, and authoritative tone. These patterns underscore how media discourse not only reflects but also reinforces prevailing societal constructions of masculinity and femininity, offering insights into the intersection of gender, language, and mediated performance.

Key words: Language and gender, Identity construction, Cooking shows, Media discourse, Difference theory, Dominance theory