Portrayal of the Male Gender in Food and Beverages Commercials in Kenyan Television Stations

Abstract

The purpose of this study was to determine the stereotypical content of food and beverage commercial advertisements attributed to the male gender. The study looked at the meanings of the roles and behaviour patterns portrayed by the male gender in two categories-modern theme types and traditional theme types. Nonverbal and verbal communication cues were also used to determine the stereotypical contents in commercial advertisements attributed to male gender. The study used a qualitative content analysis method to collect data and analyzed the data using thematic unitization and coding categories. The study found out that the male gender is generally stereotyped as dominant. It was evident from the study that the male gender tends to be portrayed as masculine and in a happy mood. It emerged that masculinity in the male gender glorified the male gender and is normally concerned with their physical appearance more than any other role they play in the commercial advertisements. The study therefore concluded that the male gender symbolically glorify his masculinity through the roles and behaviour patterns associated with him.