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Periodical article Periodical article Leiden University catalogue Leiden University catalogue WorldCat catalogue WorldCat
Title:Cheer the Beloved Country? Some Thoughts on Gendered Representations, Nationalism and the Media
Author:Prinsloo, Jeanne
Year:1999
Periodical:Agenda: Empowering Women for Gender Equity
Issue:40
Pages:45-53
Language:English
Geographic term:South Africa
Subjects:gender relations
advertising
nationalism
Equality and Liberation
mass media
Ethnic and Race Relations
Politics and Government
External link:https://www.tandfonline.com/doi/abs/10.1080/10130950.1999.9675736
Abstract:While the creation of the nation-State, and specifically the changed dispensation in South Africa may have brought women into political life and the public sphere on an unprecedented scale, citizenship remains frequently gendered in both its duties and entitlements. In this article, the author is concerned with how the media tend to signal national membership along gendered lines. She focuses on representations within advertising campaigns that infer a national identity. She first briefly discusses nationhood and nationalism, the nature of the gender order, and media and the gender order before looking at the mediated gender regime of nationalism. An analysis of advertisements and slogans used in a public service campaign and a corporate ad campaign shows that the images chosen present men in the public domain and attribute to them the active roles of physicality, leadership and status. Both campaigns constructed women as mothers within the domestic domain and in terms of their relationships rather than any other capabilities. An analysis of a couple of consumer ads confirms this picture of exclusion of women from the domain of production and societal status. Bibliogr., notes.
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