Television advertisements influence how society views gender roles, and a new study from North-West University (NWU) explores how women are represented in South African adverts. The research, conducted by Koketso Rabanye from the NWU’s School of Communication, examined both traditional and changing portrayals of women in the media.

“Advertisers have the power to either reinforce outdated gender roles or challenge them,” Rabanye says. Her research, which won first place in the master’s category at the NWU Postgraduate Student Showcase, highlights how women are often depicted in domestic roles but are also increasingly shown as independent and empowered.

She has also presented her findings at the South African Communications Association’s 2024 Conference at Stellenbosch University.

The study finds that while some brands are shifting towards more progressive portrayals, many advertisements still focus on beauty and appearance. “There’s progress, but the emphasis on physical looks remains strong,” she says.

The representation of women in media is particularly relevant in South Africa, where issues such as gender-based violence and inequality persist. “Media representation matters. What we see on screen influences how we view women in real life,” Rabanye explains.

Her research tracks the historical portrayal of women in advertising, from early depictions as caregivers to more inclusive roles o in later decades. However, traditional gender roles remain dominant in many campaigns.

As the advertising industry evolves, Rabanye emphasises the responsibility of media creators in shaping public perceptions. “The media has the power to shape attitudes and challenge norms. It’s time we fully embrace that potential.”

Her findings contribute to ongoing discussions about gender representation in South African media, calling for a shift towards more balanced and realistic portrayals of women in advertising.

Koketso Rabanye