| dc.description.abstract | The purpose of this study was to look into the degree to which adverts promote
stereotypes, the impact of this on society's expectations and subsequent treatment
of women. The study sought to describe the role television commercials play in
creating and sustaining gender stereotypes in Kenya and also to investigate the
contribution television commercials have made in creating and sustaining gender
differentials in social status. It also sought to establish the extent to which the
Kenyan advertiser uses women's sexuality to sell various products.
Sources of the data included both primary and secondary data.
The study was carried out at Steadman Media House, Westlands, Nairobi where a
sample total of 740 television commercials in five categories aired between 1989-
2002 were viewed. Fairly more than 10% (75) of the 740 commercials grouped into
the five categories consisting of 148 commercials each was randomly selected using
the lottery method. A sample of 15 commercials was selected from each category.
A recording of these commercials was done and a coding scheme established.
Each commercial was given a number starting with one and running consecutively
upto 75. Evidence of stereotypes associated with roles, traits and activities, for both
males and females were documented. Evidence of females engaging in
stereotypical male behaviors and males engaging in stereotypical female behaviors
was also documented.
The primary data was mainly collected by the use of a data sheet (appendix 1) which
included five categories of commercials; cosmetic and beauty products, household
(e.q. Detergents), baby and children's products, .luxury items (Guinness, tusker
export, embassy etc) and pharmaceuticals (e.g lucozade, vicks etc).
Observation method (both direct and indirect) was employed while viewing the
commercials and content analysis as a methodology to analyze the data was
adopted. The study utilized mainly descriptive statistical tools such as percentages
together with quantitative statistics mainly correlations. Data coding and entry was
done using the computer Statistical Package for Social Scientists (SPSS).
Analysis of data related to 10 variables showed that these variables have a lot of
influence on the message that is passed on by the type of advert in question. That
there is a direct relationship between roles, traits and activities for both males and
females and the message a television commercial viewer gets i.e. for example if the
advert shows the female character permanently within the home setting or domestic
sphere and the male character predominantly outside the domestic sphere as is the
case in this study, the message the viewer gets from this kind of advert is that the
home and the roles in the home belong to the female and anything outside the
domestic sphere belongs to the male.
These results show that Kenyan television commercials playa major role in creating
and sustaining gender stereotypes, that they have helped sustain the different social
status ascribed to both men and women and that the Kenyan advertiser uses the
woman's sexuality to sell various products.
Development takes place with the active participation of both men and women.
Women's participation in national tifecan no longer be down played or taken for
granted. If images of women in advertisements are demeaning, we can not fail to
appreciate the kind of possible harm this can cause to both social and economic
aspects of society. If on the other hand the portrayals are positive, the larger
community is likely to view woman's position as being positive, and contributory to
social wellbeing.
On the basis of these findings and the related conclusions made, recommendations
to future researchers and relevant policy makers are drawn; mainly that, the media
has a big role to play in correcting the prevailing gender imbalances to ensure equal
treatment of both genders. That the media portrayals of women in television
commercials need to be updated in order to encourage the development of more
flexible and equal gender role representation. | en |
