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Abstract

A Semiotic Landscape analysis, whereby a community or environment’s signage is photographed for linguistic and visual analysis, is a useful means of discovering power relationships within that community’s language use. While Semiotic Landscapes and their predecessor, Linguistic Landscapes, are traditionally used to explore differences between dominant and minority languages in a community, this research extends the concept to analyse hegemonic masculinity at a CrossFit gym. It also shifts the analysis from an outdoor landscape to an indoor, more private setting. Using an autoethnographic approach, the author argues that while many of the CrossFit signs are designed to appear as humorous entertainment or motivation, they simultaneously encourage the subordination of women and certain men, and the naturalizing of a particular view of hegemonic masculinity, as embodied by the ideal CrossFit male.

Keywords

autoethnography CrossFit gender performance hegemonic masculinity heteronormativity Linguistic Landscape (LL)Semiotic Landscape (SL)

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The construction of hegemonic masculinity in the Semiotic Landscape of a CrossFit ‘Cave’

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