Voluptuous Vacuous Vamps: Stereotyped Representation of Women in Kiswahili Press

Abstract

In Tanzania, the press is the second most accessible type of mass media after the radio, a key source of information and entertainmaent. Short stories in two Tanzania daily newspapers publishes in the national language, Kiswahili, were analyzed to investigate how authors represented women. Readers and non-readers of newspapers were also interviewed. The content and linguistic analyses revealed that more than two thirds of the stories depicted women negatively, by using linguistic devices such as derogatory terms, metaphors, diminutive forms, compliments, self-incrimination and the assignment of talk-turns. Derogatory language and content in the stories reflect and perpetuate negative attitudes and beliefs about women in society, are counterproductive, and perpetuate low self-esteem in women. The press should become an agent of social change, towards gender parity and promote a gender sensitive representation of women.