Challenging Sexism and Gender Inequality in the Kenyan Electronic Media

Challenging Sexism and Gender Inequality in the Kenyan Electronic Media

Dr. Boke Wambura

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Challenging Sexism and Gender Inequality in the Kenyan Electronic Media

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Abstract

This paper examines sexism and gender representations in the Kenyan electronic media. It focuses on how gender inequalities and social stereotypes are challenged in a media context by critically analysing the linguistic choices used in Kenyan popular radio programmes to describe women and men. Anchored on critical discourse analysis, the paper analyses linguistic choices from Classic 105 Morning Show hosted by Maina Kageni and Daniel Ndambuki (Mwalimu King’ang’i). Focus is on metaphors, adjectives and nominals that have been purposively selected and which are used to describe men and women in different ways. These are critically scrutinized using Fairclough’s (2010) Textually Oriented Discourse Analysis procedure, together with Sunderland’s (2004) Gendered Discourse approach; these are key in revealing how language is used to break ideological assumptions which have been taken to be commonsensical; expected and even good, and which contribute to changing existing unequal power relations. The argument foregrounded in this paper is that relentless sexism, particularly in its subtle form, drives people-women-away from being ambitious and achieving their potential in business, politics and other social spheres hence it needs to be uncovered, discussed and challenged -this has been achieved.

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

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Not applicable for this article.

How to Cite This Article

Dr. Boke Wambura. 2021. \u201cChallenging Sexism and Gender Inequality in the Kenyan Electronic Media\u201d. Global Journal of Human-Social Science - G: Linguistics & Education GJHSS-G Volume 21 (GJHSS Volume 21 Issue G11).

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GJHSS Volume 21 Issue G11

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Journal Specifications

Crossref Journal DOI 10.17406/GJHSS

Print ISSN 0975-587X

e-ISSN 2249-460X

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GJHSS-G Classification FOR Code: 339999p

Submission ReceivedSeptember 13, 2021
Peer Review Double Blind
Handling Editor
Accepted October 2, 2021
Published October 15, 2021

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September 6, 2021

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