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Body Image : Gender Subtexts in the Popular Print Media Available in South Africa at the beginning of the 21st Century

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dc.contributor.advisor Klopper, R.M.
dc.contributor.author Buthelezi, Thabisile M.
dc.date.accessioned 2010-10-12T08:12:45Z
dc.date.available 2010-10-12T08:12:45Z
dc.date.issued 2001
dc.identifier.other 268481
dc.identifier.uri http://hdl.handle.net/10530/510
dc.description A dissertation submitted in fulfillment of the requirements for the degree of D. Litt. In Communication Science University of Zululand, 2001. en_US
dc.description.abstract In this dissertation, I present the results of an analysis of the role of female body image in the promotion of commercial products in magazines that are available in South Africa at the beginning of the 21st century. The South African legislation is progressive towards promoting gender equality. But the central problem is that there are still gaps between the progressive legislation and the attitudes and beliefs of South Africans towards gender equality, particularly in the use of female body images in magazine adverts by the advertising industry. This gap between de jure and de facto is due to gender differences and stereotypes that have been entrenched in every aspect of our lives (for example, in language, culture, religion, and so on). According to Deacon (1997:376-410) and Pease and Pease (2000:60-61), because of the gendered social environment in the ancestral world, our brains (as females and males) evolved differently within the continuing gendered social environment. So, our fore brain, which is responsible for thinking, reasoning and planning processes, has helped us to reconstruct our gendered social environment by the formulation of legislation that promote human rights including the right to equality. However, the legislation on equality is not sufficient to reconstruct our environment. The evidence is that within the good legislation that has been made in South Africa, the advertising industry is continuing with the biased portrayal of female and male body images in the magazine adverts, in particular. Besides, the female body image is still portrayed in stereotypical roles. For example, the female is presented in passive roles and as objects as well as sex objects. However, the consumers do not adequately challenge the advertising industry about this gendered portrayal of the female body images in magazine adverts because the consumers themselves have a gendered view of the world. Therefore, other social programmes (in schools and communities) should supplement legislation that has been made in order to try and reconstruct the gendered social environment in South Africa. But, there are still areas for further research in the area of gender and body image to try and uncover the effects that the body image has on the consumers. en_US
dc.language.iso en en_US
dc.subject Gender identity en_US
dc.subject Sex role en_US
dc.subject Communication--Sex differences en_US
dc.subject Mass media and women--South Africa. en_US
dc.title Body Image : Gender Subtexts in the Popular Print Media Available in South Africa at the beginning of the 21st Century en_US
dc.type Thesis en_US

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