Representation of men and women in Uganda’s television adverts: towards a gender equitable advertising industry

Abstract

The need for more inclusive and equitable gender representations in television adverts is an ongoing global debate. This research investigated gender representations in Uganda´s television adverts. Its objectives were to examine the representation of men and women in the Ugandan television advertisements, to investigate the distribution of roles between men and women in Ugandan television advertisements, and to establish reasons why men and women are portrayed the way they are in Ugandan television advertisements. Drawing on Social Role and Feminist Media theories, this research employed a qualitative approach and adopted a sequential research design. Key findings of the research are that men feature more in adverts compared to women in form of primary characters and voice overs or narrators. This research also established that women are usually depicted as caregivers, homemakers, housewives, and primarily responsible for domestic chores while men are presented as professionals, experts, superheroes, and primarily responsible for the development of society. The research also found that the depiction of men and women in television adverts is influenced by various economic, cultural, industrial, and social factors including prevailing societal norms regarding gender roles, consumer preferences, the lack of diversity within the advertising industry, the lack of a regulatory and accounting body for advertisers, and the commercial drive to maximize profits among others. Amidst these factors, which are a hinderance to equitable gender representations in television adverts, this research recommends further research into the topic incorporating a wider sample. The research further recommends that advertisers should exhibit men and women in capacities that challenge societal norms and existing gender stereotypes, as well as dialogue and collaboration among advertisers, media practitioners, and advocacy groups to promote more inclusive representations of gender in advertising.