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The representation of women in Ghanaian radio commercials: Sustaining or challenging gender stereotypes?

Published online by Cambridge University Press:  21 November 2018

Grace Diabah
Grace Diabah*
Affiliation:
University of Ghana, Ghana
*
Address for correspondence: Grace Diabah, University of Ghana, Legon, P.O. Box LG 61, Legon, Ghanagdiabah@ug.edu.gh
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Abstract

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)*

Type
Articles
Information
Language in Society , Volume 48 , Issue 2 , April 2019 , pp. 261 - 283
Copyright
Copyright © Cambridge University Press 2018 

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Footnotes

*

I am grateful to the American Council of Learned Societies–African Humanities Program (ACLS-AHP) for financial support.

References

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