Here the author refers to radical feminism, calling for eradication of all hierarchies of dominance. Chapter 3 explores gender as a linguistic category. Drawing on numerous examples of European and non-European languages, including Dyirbal, the writer asserts that grammatical gender is a feminist issue and not an arbitrary feature as linguists have claimed. Chapters 4 and 5 expose common sexist language practices where lexical forms reflect deeply rooted androcentrist stereotypes. Here the author debunks pervasive myths about so-called women's language.
Special attention is given to sociolinguistic research concerning female-male differences.
Citing influential studies by Trudgill and the Milroys, for instance, Romaine believes that some of their findings have misconstrued social differences as sex differences and have overlooked the sociopolitical context as a critical variable. In chapter 8, which focuses on sexual discourses, Romaine emphasizes that language is essential in the definition of female and male experiences. She exposes popular images as metaphors masking male sexual dominance and aggression. In chapter 9, the author turns to the world of advertising and the way it represents gender. In a nutshell, these unveil some of the most popular marketing gimmicks that exploit and reinforce cultural stereotypes about being male and female.