Representation of masculinities and race in South African television advertising: a content analysis

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.

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