{"title":"Creativity or Objectification Women? Readings of Selected Mambo’s Chicken Adverts","authors":"Rutendo Mpariwa, Payidamoyo Nyoka","doi":"10.1080/10646175.2023.2263751","DOIUrl":null,"url":null,"abstract":"AbstractThis study explores whether Mambo’s Chicken advertisements objectify women or not. Guided by the Magic Meaning theory in advertising, the study explores the discourses that emanate from Mambo’s Chicken’s advertisements’ portrayal of women. Methodologically, this study is qualitative. Data was collected using digital archival research and analyzed using Mazid’s approach to Critical Discourse Analysis (CDA). The study establishes that indeed, Mambo’s Chicken ads are sexist and objectify women. While Mambo’s Chicken ads exude creativity based on trending issues and scandals, Mambo’s Chicken creates gender stereotypes that objectify women. The thigh (sex) and yellow bone discourses portray women as sex toys born and bred solely for men’s pleasure.KEYTERMS: Fast food outletsgenderMambo’s Chickenobjectification Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThe authors received no direct funding for this research.","PeriodicalId":45915,"journal":{"name":"Howard Journal of Communications","volume":null,"pages":null},"PeriodicalIF":1.0000,"publicationDate":"2023-10-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Howard Journal of Communications","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10646175.2023.2263751","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
AbstractThis study explores whether Mambo’s Chicken advertisements objectify women or not. Guided by the Magic Meaning theory in advertising, the study explores the discourses that emanate from Mambo’s Chicken’s advertisements’ portrayal of women. Methodologically, this study is qualitative. Data was collected using digital archival research and analyzed using Mazid’s approach to Critical Discourse Analysis (CDA). The study establishes that indeed, Mambo’s Chicken ads are sexist and objectify women. While Mambo’s Chicken ads exude creativity based on trending issues and scandals, Mambo’s Chicken creates gender stereotypes that objectify women. The thigh (sex) and yellow bone discourses portray women as sex toys born and bred solely for men’s pleasure.KEYTERMS: Fast food outletsgenderMambo’s Chickenobjectification Disclosure statementNo potential conflict of interest was reported by the author(s).Additional informationFundingThe authors received no direct funding for this research.
期刊介绍：
Culture, ethnicity, and gender influence multicultural organizations, mass media portrayals, interpersonal interaction, development campaigns, and rhetoric. Dealing with these issues, The Howard Journal of Communications, is a quarterly that examines ethnicity, gender, and culture as domestic and international communication concerns. No other scholarly journal focuses exclusively on cultural issues in communication research. Moreover, few communication journals employ such a wide variety of methodologies. Since issues of multiculturalism, multiethnicity and gender often call forth messages from persons who otherwise would be silenced, traditional methods of inquiry are supplemented by post-positivist inquiry to give voice to those who otherwise might not be heard.
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