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Article

Multisemiotic analysis of latent discrimination against feminist coaches

This article is devoted to the multisemiotic analysis of latent discrimination of feminist coaches. We conducted an experimental study of two different groups: the Russians and the Indians. The Russian (Group A) and Indian (Group B) informants evaluated facial expressions in photographs and wrote their replies and comments in a questionnaire designed to evaluate the informants’ responses to the photographs. The results show that multisemiotic analysis can provide fruitful insights into the way how the latent discrimination can be revealed using the photographs of feminist coaches and show varied ways of discrimination for different cultural backgrounds.