The representation of women in Ghanaian radio commercials: Sustaining or challenging gender stereotypes?
| Autor: | Grace Diabah |
|---|---|
| Rok vydání: | 2018 |
| Předmět: |
050101 languages & linguistics
Linguistics and Language 060101 anthropology Sociology and Political Science media_common.quotation_subject 05 social sciences Gender studies 06 humanities and the arts Femininity Language and Linguistics Representation (politics) Power (social and political) 0501 psychology and cognitive sciences 0601 history and archaeology Psychology media_common |
| Zdroj: | Language in Society. 48:261-283 |
| ISSN: | 1469-8013 0047-4045 |
| DOI: | 10.1017/s0047404518001343 |
| Popis: | The relationship between gender and advertising has been discussed extensively. Scholarly works have often emanated from the West and have principally centred on visual advertisements, rather than radio (which plays a critical role in the lives of many Africans). Most of these studies have centred on how women are represented in traditionally stereotyped ways. However, recent studies have shown decreases in these stereotypes as ways of responding to changes in gender roles. But do gender-related adverts from Africa reflect the changing statuses and roles of African women (some of which challenge traditional gender stereotypes)? This article investigates how women are represented in Ghanaian radio commercials and indicates whether such representations reproduce, reinforce, or challenge feminine practices. An analysis of thirty-seven gender-related adverts reveals that, although women are rarely represented as challenging gender stereotypes, they are sometimes represented as using certain traditionally stereotyped roles as sources of ‘power’ to challenge other stereotypes. (Advertising, gender stereotypes, women, radio, Ghana, ideals of femininity)* |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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