(S)Talking women: portrayal of females in online discourse of social media in Albania

Abstract

The aim of this paper is to explore Albanian social media discussion threads, prioritizing the way women are portrayed. The development of social media discourse has been empowered through the increasing influence of digital media, permeating all areas of life recently. ‘Privacy is no longer a social norm’, and intentional abuse of media-derived power has led to malicious intentions infiltrating online social media discourse, threatening loyal and straightforward communication, and giving rise to denigration, negativity, and dismay. Based on the current view of scholars in the field of language and digital communication that text-based studies need to move forward by incorporating other modes of communication and the fact that all human communication is, after all, multimodal, we intend to bring examples to illustrate the choice of language and images by Albanians in online social media in reaction to current popular events. The common thread that unites all examples is related to the depiction of females, unfortunately, in derogatory terms, and gendered culpability. It is hoped that the paper will raise awareness about such dominating problematic approaches toward females in Albania, as manifested in the language used.