Gender Stereotyping as Portrayed in the Language of Kenyan Print and Electronic

Abstract

Language is a very powerful element and most common method of communication. A notable percentage of language used in the media would be considered prejudicial or biased in use. Thus language is a reflection of the prejudices that people harbor within their own existence. This study is an investigation to study the role of media in perpetuating and reinforcing gender stereotypes in their use of English, Kiswahili, Sheng and Engsh language in promoting gender stereotypes. The study was also to find out the level of gender prejudice, particularly on women in the Kenya print and electronic media. An attempt was made to fmd out specific ways that media perpetuate gender bias and whether these specific ways of media influence the attitudes against feminine gender. The study makes use of critical discourse analysis theory to explore the negative gender stereotypes and attitudes against women. The study focused to find out whether negative gender stereotypes against women are exposed in the language of the Kenyan print and electronic media. Data was derived from three magazines Buzz, Pulse and the Insyder. Two radio station: Kiss and classic FM were also source of our data. The collected data was then analysed using critical discourseanalysistheory as theoretical orientation adapted in the study. The results of the data analysis revealed that negative gender stereotypes and attitudes find their way into the language used in the Kenyan print and electronic media hence perpetuatinggender stereotypes and bias. This thesis is organized in such a way that chapter one gives a summary of the general framework of the study, statement of the problem, the set objectives, hypothesis, theoretical and methodological framework that had motivated the study. Literature related to the topic of the research was critically revealed in chapter two. In chapter three, the negative gender stereotypes in the discourse of Kenyan print and electronic media are discussed. Chapter four investigates the attitudes exposed in the language used in the selected Kenyan media. In this chapter we consider the negative attitudes against women. Finally, a summary offmdings and conclusion are presented in chapter five