Analysis of gender stereotypes in Tanzania’s television commercial advertisements

Résumé

This study analysed gender stereotypes in Tanzania’s television commercial advertisements. In \nall, 71 advertisements were recorded from nine television channels—TBC1, ITV, Azam One, \nAzam Two, Sinema Zetu, Channel 10, Clouds TV, Star TV and East Africa TV. The units of \nanalysis were television commercials that contained at least one adult female or male character. \nThe recorded advertisements were then subjected to content analysis. Quantitative data was \nanalysed with the help of SPSS. The study findings indicate that there was an equal distribution \nof male and female characters in television adverts and that the majority of central figures were \naged between 18 and 35 years. A central figure in this study was an adult person playing a \nmajor role by virtue of either speaking or having an exposure on a screen. Women in television \ncommercials were younger than their male counterparts, were portrayed mostly in home settings \nand as non-professionals, with their primary occupation being homemakers. Women were also \nprimarily associated with the promotion of household products and they frequently appeared \nwearing non-formal attire. The findings also indicate that men dominated the ad voiceovers and \nthat they often provided scientific arguments in television commercials. The findings of the study \nimply that, despite many efforts made to address gender inequalities in the country, Tanzania’s \ntelevisions continue to perpetuate such inequalities through stereotypical portrayal of men and \nwomen. Thus more efforts are necessary to make the media broadcast gender-sensitive and \ngender-responsive content.

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