Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)

Eyeing Ideological Construction: Interrogating Women and Men Representations in the Language of Online Advertisements

Authors
Astelia Mihayo
Corresponding Author
Astelia Mihayo
Available Online July 2018.
DOI
https://doi.org/10.2991/klua-18.2018.16How to use a DOI?
Keywords
cultural studies, ideology, online advertisement, women and power relations
Abstract

This paper examines the language of online advertisements in telecom companies in Tanzania. The study in particular, interrogates the way language mediates cultural ideologies and media in relation to the status and position of women in the society. A total of 15 selected online advertisements from Tigo Tanzania,Vodacom Tanzania, and Airtel Tanzania Limited telecom were analyzed through Content Analysis Method. Through the analysis and interpretation of online advertisements, it can be argued that online advertisements of the companies are ideologically representative of the existing power relations that affects the women subgroup in the Tanzanian society. The language of the online advertisements is ascribed with the stereotyping and an appendage women’s roles compared to their counterparts men to appeal men consumers and those with male-defined interests. However, with increasing efforts to impart awareness on equality and women’s right today, some advertisements ascribe women with positive roles that in the same way appeal taste of the consumers of the services and products of the companies.

Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
July 2018
ISBN
978-94-6252-547-4
ISSN
2352-5398
DOI
https://doi.org/10.2991/klua-18.2018.16How to use a DOI?
Copyright
© 2018, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Astelia Mihayo
PY  - 2018/07
DA  - 2018/07
TI  - Eyeing Ideological Construction: Interrogating Women and Men Representations in the Language of Online Advertisements
BT  - Proceedings of the International Conference on Language Phenomena in Multimodal Communication (KLUA 2018)
PB  - Atlantis Press
SP  - 110
EP  - 115
SN  - 2352-5398
UR  - https://doi.org/10.2991/klua-18.2018.16
DO  - https://doi.org/10.2991/klua-18.2018.16
ID  - Mihayo2018/07
ER  -