Representation of gender in South African Television Advertising - Coursework Example

Anthropology Article: "Representation of gender in South African Television Advertising: A content analysis." Submission Abstract Television is a powerful medium that be utilized to examine social factors and elements within a nation or society by understanding the direction of how the platform is viewed in a particular geographic area. Considering this notion, the premise of this study is based upon employing the sampling unit of television advertisement to comprehend the state of gender representation in South Africa. The conclusions of the research establish that television advertisement patterns in the nation demonstrate an alignment with a traditional system of hierarchal relationships between males and females which could possibly explain the case of gender disparity through gender representations in television advertisement. Anthropology Article: "Representation of gender in South African Television Advertising: A content analysis." Introduction In Luyt’s article titled Representation of gender in South Africa Television Advertising: A content analysis the author shapes the primary anthropological problem by examining the concept and notion of gender roles and gender representations through the medium of advertising in South Africa to depict the nature of variance and differentiation in male and female projections as demonstrated via television advertising. For the purposes of exploring the realm of gender in the sample region, the author of the research has formulated nine distinct research questions which the article aims to explicate upon through the integration of comprehensive literature encompassing two decades of work on the subject in addition with several cross national examinations. The research questions which have been analyzed in the study are as follows: 1) males will be demonstrated as key visual participants in media representations in comparison with female participants 2) males will be demonstrated as key narrators in media representations in comparison with female participants 3) males will be depicted in scenarios away from the household in media representations in comparison with female participants 4) male adults will be depicted in scenarios without children as compared to female participants 5) males will be projected in media representations for masculine products while, females would be projected endorsing products that serve domestic purposes 6) males will be projected in settings with older individuals while, women will be projected in settings with younger individuals 7) the social class of males will be represented as much higher than that of females 8) the ethnicity and race of males will be represented largely as Whites rather than Blacks in comparison with females and 9) the representation of males in the selected medium would be mainly positive and less negative in comparison with the projections of females (Luyt 358-359). Research Methods The geographic sample which has been selected by the author for the purposes of this research focuses upon the nation of South Africa. Accordingly, the premise of this assessment is based on the notion which substantiates that media can play a fundamental role in carving gender representations and shaping gender roles in society (Luyt 359). In terms of evaluating the media platform which has been favored by the researcher for examining the outlined research questions, it can be identified that social factors play a critical role in establishing which data instrument should be favored. For example, in the medium selection for this article Luyt demonstrates that the classification of television and radio ownership as per the variables of ethnicity, suggests that radio is still a more popular form of media across South Africa and this outcome has been primarily contributed by comparatively lower ownership of television sets amongst Black African households (360). Yet, the sampling unit for this article has been selected from the source of television advertisements because of the implications of similar scholarly works which have been conducted globally and utilized television advertisements as a source and because of the fact that economic advancement in South Africa is likely to enhance television ownership amongst the masses regardless of ethnic considerations (Luyt 360). Accordingly, the data collection period of this research has been specified under the time frame of the four week span starting from 20th February and ending on 19th March, 2003 (Luyt 360). Additionally, the sampling process for data collection across four television channels – SABC 1, 2, 3 and E-TV has been highlighted under the process of stratified sampling. The sampling unit which is that of television advertisements amounted to 5,803 of which 2,885 were incorporated in the study after the exclusion of several data that did not contribute constructively to the research’s primary goal of critically examining the projection of gender roles in South Africa (Luyt 360). Most importantly the assessment of sampling units was conducted as per the recommendations of a coding scheme which was created in alignment with current literature and scholarly works on the subject. Section I: Concept Properties Luyt’s analysis of the anthropological concept of gender representation is based upon the identification of two primary characteristics that are associated with the television advertisement itself and also with the actor who appears to be the primary focus of the visual representation. From the perspective of examining the characteristics of the television advertisement the researcher chose to include considerations involving the main speaker, the setting or location, the actors who appear in the visual representation and the product itself (Luyt 361). The assessment of advertisement characteristics permit the recognition of those elements that create the entire viewing experience and are associated with shared meanings, symbols and perceptions that the advertising intends to communicate to the audience. Secondly, the examination of the major actor’s characteristics which include gender, social class, age, overall portrayal and race guide the study towards a specific and precise exploration of gender representations (Luyt 361). For example, if the primary actor in the majority of the advertisements is identified as a male then it can be suggested that gender depictions in South African television advertising focus on addressing topics from an inherently male point of view rather than delving into the projection of female actors or striking a balance between male and female representations in advertising Section II: Arguments The core arguments which have been put forth in this paper aim to establish that the inherently different projections of males and females in television advertisements present a stark contrast in equity of actor projections that belong to either of the genders. Eventually, the percentage of depictions in the platform of advertising are focused upon projecting the male gender with less focus being paid to the female perceptions of advertising. As suggested by Luyt the incidence of this factor is linked with the traditional elements of hierarchy with society which govern the development of gender relations and also the distinctly separate roles which are expected to be played by males and females in society (Luyt 356). Conclusion: Summary of Findings The findings of Luyt’s research confirm the hypothesis that the present relations between South African males and females are based upon a premise which views men as being in the higher part of the hierarchy while; females are placed within lower levels of the traditional social system (368). A critical element of this research outcome has implications for understanding the gender disparities in the division of social, cultural, economic and political power in the nation of South Africa which is largely marked by the construction of a male-dominated society where the status of women is still based upon traditional perspectives and social systems. However, at the same time the results of the study also shed light on changing trends in gender representations in South Africa which according to Luyt may have emerged as a consequence of modifying political dynamics in the country (368). Similarly, it can also be asserted that female-oriented advertising factors such as their portrayal in television advertisements along with children is depicting a comparatively declining trend while, male endorsement of household products is showing a rising pattern, even though, these changes only appear to be minor rather than being substantial in nature, they still represent a positive sign with regard to the notion of gender representation and gender disparity across Africa (Luyt 368). Comparative Aspects and Opinion I believe that the construction of this research has the ability to contribute towards productive and constructive gender and media policy debate not only in South Africa but also across the African continent where male dominance is a norm in society. The conclusions of this research can be compared with similar studies and cross-analyses which have been conducted in European and Asian nations to better comprehend how issues of gender disparity can be resolved and how the medium of advertising can be employed to resolve this matter. Work Cited Luyt, Russell. "Representation of gender in South African Television Advertising: A content analysis." Sex Roles 65.5-6 (2011): 356-370. Read More