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. / Thesis (M.A.)-University of KwaZulu-Natal, Durban, 2004.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:ukzn/oai:http://researchspace.ukzn.ac.za:10413/6696 |
| Date | January 2004 |
| Creators | Ghebreysus, Weldu Ghebreselasie. |
| Contributors | Wittstock, M. |
| Source Sets | South African National ETD Portal |
| Language | English |
| Detected Language | English |
| Type | Thesis |
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