Language And Gender Stereotypes In Kiswahili Print Media: Gutter Press And Posters

ABSTRACT

The major purpose of this study was to examine language and gender stereotype in Kiswahili print media in Tanzania as portrayed in gutter newspapers and posters. Specifically, the study examines the linguistic features used to portray gender stereotypes in gutter press and posters, causes of language that portray stereotypes and the impacts of the language that portray stereotypes to the readership.

The data were collected through documentary review whereby 56 newspapers with 174 headlines and 40 posters were reviewed from Sani, Kiu, Risasi, Ijumaa, Uwazi and Visa. Interview was another instrument of data collection whereby 5 newspaper editors and 30 readers were involved in the interviews. Data were qualitatively analysed.

By using the common linguistic approach, Critical Discourse Analysis, the findings revealed that different linguistic features such as word categories, phrases, clauses, sentences, moods, voice and rhetorical devices were the linguistic features which portrayed stereotype in gutter newspapers and posters. It was also observed that language used in gutter press and posters portray women more negatively than men. The stereotypes emerged through different themes such as marriage and relationship, prostitution, persecution, scandals, fights, infertility and biological disorder, family care, superiority, superstition, beauty, body attraction, brutality, empowerment and homosexuality. Despite the stereotypes observed in gutter newspapers and posters, the society seems to accept the representation of women in the gutter press and posters.