WOMEN REPRESENTATION IN ADVERTISING: AN ANALYSIS OF SELECTED SOUTH AFRICAN TELEVISION ADVERTISEMENTS (Master's Thesis)

Miss K. Rabanye

The portrayal of women in media significantly influences societal norms and perceptions about gender roles and identity. In South Africa, television advertisement serves as a powerful medium that reflects and shapes public attitudes (Holtzhausen et al., 2011; Morna & Ndlovu, 2007). This study focuses on the representation of women in selected South African television advertisements, examining the underlying messages and implications these portrayals have on societal views of gender roles and empowerment.

The study employs both the Media Representation Theory (Berger & Luckmann, 1966) and Feminist media studies framework (McCabe & Akass, 2018; Ringrose & Regehr, 2020) to critically analyse how gender roles and stereotypes are constructed and perpetuated in South African television advertisements. Through qualitative content analysis, a purposive sample of television advertisements across various sectors was examined to identify reoccurring themes and patterns on the visual representation of gender roles and occupations, power dynamics, gender stereotypes, diversity and inclusivity. The study found that while some advertisements have made strides in portraying women in more diverse and empowered roles, many still reinforce traditional stereotypes and patriarchal norms. For instance, women are often depicted in domestic settings or in roles that emphasise physical appearance and submission.

The study highlights the need for a more nuanced and equitable representation of women in media to foster a more inclusive society. The findings contribute to ongoing discussions in media and feminist media studies on the importance of continued scrutiny and advocacy for more progressive media portrayals.

Furthermore, this research adds to the field of communication by providing valuable insights to advertisers, media producers, and policymakers to promote gender equality in media representations. Examining subtle ways in which advertisements can either challenge or perpetuate gender norms, as this study has attempted, encourages a more critical approach to media production and consumption. This approach ultimately leads to representations that reflect the true diversity and capabilities of women in society.

Key terms
Feminism, gender stereotypes, gender roles, gender portrayals, media representation theory, South Africa, television advertisements, women