The perceived role and representation of women on television : a study of South African soap operas

Abstract

This study focuses on media representation of women through selected South African television soap operas. The problem at the crux of the study is that women encounter prejudiced depictions from different media, resulting in women being perceived as inferior and of less status compared to men. This subject has a significant effect on gender relations in society, as media representations of gender shape gender identity. The study examines the roles and representation of women on television soap operas to discover how these depictions reflect, reinforce or contest societal gender norms. Soap operas are a prominent genre on television, and they have been historically linked to female audiences and are frequently regarded as a crucial arena for the negotiation of gender identities. The research utilises a predominantly qualitative mixed-methods approach, gathering data through focus group discussions, semistructured interviews, and questionnaires. The research integrated textual analysis of selected soap operas with audience feedback to evaluate the positioning of women within narrative frameworks, character roles, and thematic progressions. Results indicate an intricate interaction between progressive and stereotyped portrayals. Some female characters are shown as assertive and autonomous, while others are restricted to traditional roles that highlight domesticity, emotionality, and reliance on male counterparts. The research emphasises the cultural importance of soap operas in influencing public views on gender and illustrates the medium's capacity to reinforce or contest prevailing gender beliefs. The study’s boarder significance is that, women’s fair representation can play a role in tackling social injustices suffered by women, such as gender-based violence (GBV) and femicide. Media do not directly cause femicide or any other acts of injustice directed to women, however, their coverage and depiction can influence public perception and attitudes towards injustice, potentially normalising and trivialising it.