PORTRAYAL OF GENDER IN THE TELENOVELA, SARASWATICHANDRA: PERSPECTIVES OF VIEWERS IN ACCRA

ABSTRACT

This study seeks to highlight the various kinds of gender issues portrayed in the telenovela Saraswatichandra and the reception of these issues among viewers in Accra using qualitative content analysis. The purposive sampling technique was used to select 30 respondents. Data was collected using document analysis, interviews and focused group discussions and anchored on the gender theory as well as social constructionism theory. It probes further on how the viewership reception either contradicts or reinforces existing gender issues. The study reports gender inequality, gender stereotypes, sexual harassment and machismo as the dominant issues portrayed in the telenovela Saraswatichandra. The study offers a very detailed description of the method of data collection which, in qualitative research, demonstrates adequate validity of the analysis and the results.  The study further revealed that the telenovela Saraswatichandra portrayed the following categories: viewers have been sensitized about the red flags that precede sexual harassment behavior, women mostly portrayed like sex objects and viewers have been empowered and emboldened to stand up against any form of sexual harassment and gender discrimination. The study also inclined of portraying issues such as reinforcement. The study therefore, concluded that the progressive kinds of gender issues portrayed in the telenovela, Saraswatichandra: perspectives of viewers who are predominantly women were positively empowered to be educated on the antecedents of discrimination. Finally, the portrayals of gender in the telenovela Saraswatichandra were found to mostly reinforce existing perspectives in the society.