Intellect

Authors:  Gilbert Motsaathebe 
DOI: 10.1386/jams.1.3.429/1

Keywords
gender stereotypes, soap operas, Generations, SABC, feminism, gendered images

Abstract
This article evaluates gender stereotyping in Generations, South Africa's leading soap opera. Making use of the results of an analysis and survey method, the article examines subtle areas of denigration and other negative connotations in the speech, emotions and habits of the characters that are highlighted as displaying typically male or female behaviour. The article explores whether male and female characters featured in Generations display the same level of positive behavioural patterns, and tries to establish whether the general image of either sex is in any way denigrated or compromised to the benefit of the other – with a view to stimulate actions in improving the portrayal of both males and females in popular South African television programmes. The article reveals that whilst both males and females are generally fairly portrayed, males are portrayed as more dominant when compared to their female counterparts. The last part of the article suggests that (1) the research division of Generations should ensure constant viewer feedback; (2) preview sessions should include communication experts, regulation experts and women's lobby groups; (3) Generations should consider having its own in-house guidelines on the portrayal of women, men and children; and (4) the soap opera should consider having more women actively involved as writers, directors and producers.