5.2 Heteronormativity is the norm
5.2.4 Heteronormative family paradigm
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The photo above (Figure 5.3) represents a couple seeking advice on establishing a business and presents a heteronormative relationship, which is problematic because heteronormativity normalises and upholds hegemonic versions of heterosexual relationships. It also limits the possibilities of relationships because heteronormativity posits ‘heterosexuality’ hegemonically and fails to acknowledge the range of sexual and emotional relationships that heterosexuality, as a sexual identity, encompasses. From the above analysis portrayals of women and men in stereotypical, biased and sexist representations is evident. Liam is portrayed as the
‘breadwinner’ of the family and Jessy as a housewife. This representation has the potential to contribute to the stereotype of males traditionally projected as powerful, competent, innovative and capable figures. This analysis clearly supports Tietz’s (2007, p. 476) findings that “gender stereotypes and gender role stratification in society are reinforced and replicated”. This reinforces and maintains the ideology of gender bias, which is the status quo in many communities.
An employee is found asleep at work. His wife recently died. One can imagine the responsibility he now has … He is likely to be reprimanded by his manager. (Swaziland, p. 378)
From the extract above, the writers view marriage and family as a heterosexual institution, comprising a man and a woman. The pronoun ‘one’ implies that this is a universal rule that applies to the population at large. The presupposition ‘one can imagine’ implicitly implies that the employee has a lot of responsibility after the death of the wife. However, there is omission of what his responsibilities are, which serves to background certain gender roles. The modal adverb ‘likely’ appears to suggest that there is the possibility of an alternative outcome from his manager for finding him sleeping at work.
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John is categorised through relational identification that he has a mother and father, signifying the stereotypical role of women as mothers and men as fathers. This foregrounds a traditional heterosexual family and heterosexual normativity. The deontic modal verb ‘must’ also shows duty and determination of the child to assist his parents.
Similarly, the South African textbook portrays compulsory heterosexuality through normative family relationships (Figure 5.4).
A woman and her sons had just returned to town from a three-day trip in the veld. As they drove down the main street, they saw a sign advertising a luxury make of a car at an extremely good price. … If it is a good model, we shall buy it right away. Your father will be very surprised when we take it home! (South Africa, p. 79)
Figure 5.4: The South African textbook portrays compulsory heterosexuality through normative family relationships
A woman is categorised through relational identification that she is a mother and has sons. This sexual orientation is further supported by relational identification of a male social actor who is
‘her husband’ and a ‘father’. The concept ‘home’ is also treated as if the readers and authors share a common-sense and unproblematic understanding of what this entails. There appears to be a singular and monolithic notion of what a ‘home’ is – that it comprises a husband and wife and their children – which is based on the concept of a heterosexual family.
The Lesotho textbook also foregrounds heteronormative family structures:
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Market segmentation recognises that many families may not have the same preferences (Lesotho, p. 220)
While the noun ‘families’ is gender neutral and the sentence may be interpreted as non- specific in terms of the sexual orientation of the parties, the text is juxtaposed by the visual depiction which promotes a heteronormative family paradigm (Figure 5.5). Again, the underlying assumption is that a family comprises a father, mother and offspring. Nominalisation is evident by Market segmentation recognises in which the verb is converted to a noun. This results in the exclusion of a person or agent from the event being represented. The word ‘many’ also suggests aggregation in which participants are treated as statistics. Van Dijk (1991) states that this is used to give the impression of a common trend based on objective research and scientific credibility, when in fact we are not given any figures. This implicitly directs the reader to interpret the text as referring to a heterosexual family as a norm. The epistemic modal verb
‘may’ suggest both a sense of having an option in family preference, but also being allowed to divert from similarity.
Figure 5.5: ‘Families’ may be gender neutral, but the text is juxtaposed with a visual depiction which promotes a heteronormative family paradigm(Lesotho, p. 220).
Sole trader businesses are owned and managed by one person. The owner may employ people to work for his business. The employees could be the family members who may include his wife and children. (Swaziland, p. 61)
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This text is framed by an illustration: a male/female couple with two children with a house in the background. Again, the underlying assumption is that a family comprises a father, mother and offspring. The picture specifically directs the reader to interpret the text as referring to a heterosexual family. From the text above, there is a taken for granted assumption that sole traders are men. The text also creates the stereotypical and patriarchal assumption that a father provides for the family. The epistemic modal verbs ‘may’ and ‘could’ express uncertainty of the sole trader’s employment endeavours, highlighting autonomy.
The above stereotypical family representations conform to the discourse of “compulsory heterosexuality” (Butler, 1997a, p. 49), and have the potential to disadvantage other representations. The nuclear family, headed by a mother and father, is assumed the norm. Thus, the notion of the family as a heterosexual institution goes unchallenged. These texts convey normalising findings, which entrench a particular conception of heterosexual identity.