Porridge and misogyny: Rationalising inconspicuous misogyny in morning television shows

While in the last decade we made strides in the pursuit of gender equality, women's rights, dignity, and safety continue to be under threat around the world. There is a growing body of research documenting contemporary misogyny, mainly focused on extreme manifestations found in online environments. Conversely, we know less about how misogyny features in other spheres of our daily lives. The current study focuses on such an environment, namely segments from the British show This Morning in which guests are invited to take opposing stances on a variety of topics related to women's appearance, behaviour, competencies, and experiences with sexual harassment. Using discursive psychology, we identified two sets of argumentative discursive practices employed by guests who espoused misogynist views. First, when guests were prompted to present their controversial views, they constructed them as reasonable, strategically differentiating them from established misogynist tropes. By contrast, when guests’ views were challenged, they doubled down on their positions by drawing on scientific explanations for human behaviour that ostensibly justified bigoted views. This study sheds light onto the discursive mechanisms through which misogyny escapes eradication, and through which it mutates into subtler forms that are increasingly difficult to identify and denounce.