Advertising and Gender in Kenya: Portrayal of Women in East African Breweries Limited Alcohol Commercials

Abstract

This research sought to investigate advertising and gender in Kenya. It analysed the portrayal of women in East African Breweries Limited alcohol commercials. The objectives of the study were: to evaluate how women are portrayed in East African Breweries Limited alcohol commercials, to evaluate the role played by women in East African Breweries Limited alcohol commercials, to analyse the different frames used in portraying women in East African Breweries Limited East African Breweries Limited alcohol commercials and to explore issues of concern emanating from the same. This research was anchored on the framing theory, especially how it is used in portrayal of women. Data was obtained from 17 purposively selected Television commercials from 10 East African Breweries Limited alcohol brands. The study used a mixed method approach tapping into both qualitative and quantitative methods. Qualitative data was collected through visual and content analysis of the commercials while quantitative data were obtained from data sets of the respective commercials. Both copy data and voice transcriptions of the commercials were undertaken. The data was then analysed and presented through narrations, tabulations and pictorial representations. A key finding of this study is that there is prominence of male primary actors in East African Breweries Limited alcohol commercials; only 30% are women with 70% being males. It was noted that only 3 in 10 women played active roles with only 2 in 10 women were being portrayed as equals to their male counterparts. A key recommendation is that East African Breweries Limited should focus more on portraying women through positive portrayal lenses of Equality and Empowerment while striving to eliminate on the negative portrayals of Sexuality and Inferiority. Another key recommendation is that East African Breweries Limited should purpose to include women in more active roles as opposed to decorative, subordinate and passive roles. The study notes clearly that negative conditions used in framing help advance stereotypes, gender bias, objectification, voyeurism and narcissistic behaviour. The study finds that advertising is a space in which gender issues are articulated and sometimes with negative connotation.