Portrayal of women in the Daily Nation's Saturday magazine:Empowerment or subjugation

Abstract

The coverage of women and women's issues has gradually improved, in part due to combined pressure of the different national and international lobbies and advocacy campaigns. Nevertheless, the portrayal of women as content and characters remains largely negative, unhealthy and biased. This study examined the portrayal of women in the Daily Nation's Saturday magazine. This is a lifestyle magazine targeted at a general audience. The study employed content analysis and key informant interviews. Findings indicate that despite some shifts in portrayal of women, there seems to be no serious trend towards less gender stereotyping. There has been some shifts in terms of gender codes mainly in he type of stereotype that occurs, but these changes have been superficial, and the underlying messages remain largely unchanged. The media can be an important tool for change. Women need to ensure that the media reflects images that create positive roles models of men and women in society, which will alter damaging stereotypes. The media does and will contribute to the future image of women