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The white wedding is a traditional ritual, governed by heteronormative conventions, which (re)produces stereotypical and patriarchal gender norms. In this study 10 white, South African, middle-class, heterosexual, newlywed couples were interviewed about their wedding ceremonies. The interviews were analysed using Parker's (2005) framework for discourse analytic reading. This helped us analyse two related discourses, the “fairy-tale” and “bride's day” discourse that allowed couples to justify gender unequal practices. The findings suggest that wedding discourses encourage (1) the objectification of women and their treatment in a benevolently sexist manner, (2) the unequal distribution of wedding labour between the bride and groom and, ultimately, (3) the perpetuation of women's subordination in heterosexual relationships. Participating in the rituals of the white wedding maintains taken-for-granted heteronormative discourses that undermine gender equality and, ultimately, women's emancipation.

“It's the bride's day”: The paradox of women's emancipation