Gender stereotype portrayal in Tanzania newspapers
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Date
2013
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
The University of Dodoma
Abstract
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.
Description
Dissertation (MA Linguistics)
Keywords
Gender stereotype, Tanzania, Tanzania newspapers, Gender image, Headlines language, Advertising language, Women stereotype
Citation
Menford, A. (2013). Gender stereotype portrayal in Tanzania newspapers. Dodoma: The University of Dodoma