Master Dissertations

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Browsing Master Dissertations by Subject "Advertising language"

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    Gender stereotype portrayal in Tanzania newspapers
    (The University of Dodoma, 2013) Menford, Adamson
    The study examined gender stereotype portrayal in Tanzania newspapers. The study aimed at examining the way language used in headlines and advertisements of newspapers is influenced by gender stereotype in the society. The study also examined the way pictures associated with advertisements are influenced by gender stereotype. Several headlines and advertisements from newspapers were examined. Also twenty female and twenty male respondents were interviewed to obtain their views concerning gender stereotype portrayal in Tanzania newspapers. Critical Discourse Analysis (CDA) and Feminist Social Construction theory were used to analyze the headlines and advertisements in the newspapers namely Nipashe, Majira, Tanzania daima, Mwananchi, Sani, Ijumaa, Dimba and Mwanaspoti. The analysis of headlines and advertisements in these advertisements revealed that women are negatively presented rather than men in newspapers through language used in both headlines and advertisements. Journalists employed some derogative terminologies in the headlines to portray women negatively and in disregarding manner. The study also revealed that there is unequal portrayal between men and women in various matters whereby men are portrayed in critical issues that imply success while women are portrayed much in personal issues and beauty. Also women were still portrayed in traditional stereotyped jobs, as sexual objects and dependent in which women were portrayed as economically weak. Pictures associated with advertisements of newspapers also portrayed women as objects of pleasure that attract the attention of men to use or buy a certain commodity but in some instances women pictures portrayed women as the objects of sexual pleasure. Newspapers like other forms of media reinforce gender inequality through their portrayals as result the society members generate negative attitudes towards women. Thus the study recommends all stake holders to play part in fighting against gender stereotypes in newspapers.