Gender roles portrayed in Kenyan television commercials

A content analysis of 105 television advertisements aired on Kenya's television networks (KBC and KTN) during an 8-week period (July and August) was carried out. Commercials were coded according to the sex of the central character, spokesperson, the nature of products/services presented, setting, and occupation of the central character. There were no significant differences in the proportion of women and men serving as central characters in commercials. However, both men and women were depicted in traditional roles. Significant gender differences were apparent in relation to the products and services presented, preferred spokesperson, commercial settings, and occupational cues. Generally, the stereotyped nature of Kenyan commercials is consistent with findings obtained in developed countries. The results are discussed in relation to the prevailing cultural milieu.This article is based on a paper presented by the author at the 1992 Department of Educational Psychology National Seminar, Gender Issues in a Changing Society, Kenyatta University, Nairobi.