The construction of femininity, race and sexuality in alcohol advertisements in South African and American women's magazines
If you would like to obtain a copy of this Research Output, please contact Hanlie Baudin at firstname.lastname@example.org.
In our consumption-and-media-orient society, alcohol advertisements in contemporary women's magazines become ripe for analysis. The text in women's magazines often have influence as agents of socialization, regularizing and giving preferentiality to specific types of meaning about femininity, sexuality and race. So, it comes as no surprise when African feminists like Mama claim that the impact of globalisation on women's cultural practices have become normalised. The main research question is how femininity, race and sexuality are constructed in women's magazines through alcohol advertising in South African and American women's magazines. The characteristics of the adverts, in other words, the presence of human models, celebrities and sexuality, were examined using textual analysis. The findings indicate that the alcohol industry uses anti-feminist societal communication in women's magazines which could lead to new onsets of alcohol use and perpetuate current drinking patterns including stereotypes of what it means to be a woman.
Related Research Outputs:
- 'There's got to be a man in there': reading intersections between gender, race and sexuality in South African magazines
- New women, old messages?: constructions of femininities, race and hypersexualised bodies in selected South African magazines, 2003-2006
- Gender, identity and institutional culture: women students' constructions of success at three South African universities
- Overview of the research project
- Recognising women's contribution to the social-moral fabric in the 21st century: countering violence and building gender respect
- Feminist research methodologies and practice in the field "reflexivity, gender, class, 'race' and sexuality
- Race and sexual desire in the construction of identities: agency, race, gender, and desire in Zef music
- Response to Lucy Graham's 'State of peril: race and rape in South African literature'
- Gender, race and ageing in South Africa
- Shouldering the burden: gender attitudes towards balancing work and family
- A face like mine: an artist self-reflects on her identity against the backdrop of South Africa
- Women and disability: Exploring the interface of multiple disadvantage
- Who will woo her on 14 April?: targeting the female electorate
- One man, one megawatt, one women one candle: women, gender, and energy in South Africa
- Women and employment
- Session on gender, land rights and inheritance: comments
- Gender mainstreaming in HIV/AIDS: seminar proceedings: from the satellite session held during the 7th AIDS impact conference, Cape Town, 2005
- Memory, diaspora and spiced bodies in motion: Berni Searle's art
- Gender, decentralisation and integrated development planning in South Africa
- Gender and women's participation in municipality-driven development: IDP and project-level participation in Msinga, eThekwini and Hibiscus Coast