An investigation into the stereotypical representation of gender roles in advertising : a case study of advertisements from a cross-section of popular South African weekly and bi-weekly newspapers.
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Date
2004
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Abstract
This study was designed to investigate the representation of gender roles in advertisements in
popular South African newspapers, namely, the Sunday Times, Rapport, City Press, Post and
Ilanga. The literature reviewed shows that media play a role in agenda setting and reinforcing
existing gender role stereotypes through advertising.
The study focused on the trend towards equal representation of gender roles in advertisements
in popular South African newspapers. The research revealed some stereotypical
representations of women in the newspapers. Although women were depicted in a variety of
professions in the workplace, the advertisements showed some stereotypical depictions. The
research also found out that, to some extent, men were depicted performing roles such as
beautification and consumption, which have been stereotypically limited to women.
Description
Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2004.
Keywords
Sex role in mass media., Sex role in advertising., South African Newspapers., Theses--Culture, communication and media studies.