Luyt, R. ORCID: https://orcid.org/0000-0003-3842-0273 (2012) Representation of masculinities and race in South African television advertising: A content analysis. Journal of Gender Studies, 21 (1). pp. 35-60. ISSN 0958-9236 (Print), 1465-3869 (Online) (doi:10.1080/09589236.2012.639176)

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Abstract

This paper examines how masculinities and race are co-constructed in South African television advertising. A sample of 5803 advertisements was collected that included 876 primary visual male actors. These were coded and analysed by means of traditional content analysis. A coding scheme was developed which was partly based on existing research. Coding categories included advertisement setting and products; race, social class, age and portrayal of primary visual actor; as well as sexuality, toughness, independence, status, responsibility and homophobia norms of traditional masculinity as related to the primary visual male actor. Hypotheses predicted that men would be represented significantly differently in television advertisements depending upon their race. These differences in representation reflect an intersection between traditional gender and race relations in South Africa that are marked by longstanding inequalities.The findings largely supported these hypotheses. White men are represented as exemplars of hegemonic masculinity whilst black men are marginalised. It is argued that these representations serve to maintain hierarchical social relations between men in South Africa.This study provides a foundation upon which further work may be undertaken. Avenues for future research are outlined.

Item Type:	Article
Additional Information:	This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Gender Studies on 27th March, 2012, available online: http://www.tandfonline.com/ 10.1080/09589236.2012.639176
Uncontrolled Keywords:	Masculinity; masculinities; race; representation; South Africa; television advertising
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Faculty / School / Research Centre / Research Group:	Faculty of Education, Health & Human Sciences Faculty of Education, Health & Human Sciences > School of Human Sciences (HUM)
Last Modified:	21 Oct 2020 07:55
URI:	http://gala.gre.ac.uk/id/eprint/15757

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