Elizabeth Lukhele?Proud Owner of Yoba Yoba Driving School, Which has achieved a 100 % Pass Rate, The Swazi Observer

The media frequently shows women in situations that make them look weak and incapable of making practical decisions. Men are often portrayed in roles that are powerful; as the decision-makers; and as the leaders in business and economics.

Women also are confined by the media to nurturing and domestic roles, or depicted as objects to please and serve men, or as objects of men’s desires. Men on the other hand are frequently shown in the media as aggressors towards women, or as conquerors of women with unlimited physical sexual prowess.

Rural women, fat women, disabled women, old women and women who do not fit contemporary society’s idea of beauty and who are not from a middle/upper class background are rarely seen in the media. And men, who are not in positions of power or formal authority, like women, appear more in the media when they ‘step out of the norm’.

In the case study, Lukhele is portrayed as a successful business woman. This article breaks the stereotypical portrayal of women usually seen in the media because:

• The article features a woman in a non-traditional role – a businesswoman in an area dominated by men;
   

• She is portrayed as self-reliant;
   

• There is no reference to her personal or private identity – i.e. wife of; mother of; daughter of; etc.
   

• There is no reference to her physical appearance, or age;
   

• The story is told through her own voice and perspective.
   

• She is not portrayed as a superwoman ;
   

• She is in a decision-making and proprietary position; and
   

• She is portrayed as a woman with self-esteem, a clear and intelligent viewpoint about what she wants to achieve; and the language used to tell her story is gender-neutral.
   

Training exercise:

Exercise one: Portrayal of Women

Discuss and prepare a report-back on the following:

1. Are the women portrayed in the media like the women in your community, workplace and environment? Are they like the women you know?
    

2. Do you see any link between how the media shows women and men, and how you see yourself, and how society treats you?
    

3. Are women/men portrayed as active? Passive? Weak? Strong? Dominant? In control?
    

4. Do you think the media influences the behaviour of women and men? Explain answer.
    

Exercise two: Challenging stereotypes

1. Study the article and make a list of how this article breaks the stereotypical depiction of women often seen in the media.
    

2. How can the media change the way it portrays women.