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Archetyping race, gender and class: advertising in The Bantu World and The World from the 1930s to the 1990s

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dc.contributor.author Maake, Nhlanhla
dc.date.accessioned 2011-01-07T09:38:28Z
dc.date.available 2011-01-07T09:38:28Z
dc.date.issued 2006
dc.identifier.citation MAAKE, N. 2006. Archetyping race, gender and class: advertising in The Bantu World and The World from the 1930s to the 1990s. TD: The Journal for Transdisciplinary Research in Southern Africa, 2(1):1-22, Jul. [http://dspace.nwu.ac.za/handle/10394/3605] en
dc.identifier.issn 1817-4434
dc.identifier.uri http://hdl.handle.net/10394/3873
dc.description.abstract This article sets out to interrogate the ideological hegemony of the superstructuring narrative voice in advertisements by studying linguistic, structural devices and encoding that are employed, in order to expose its racial, class and gender undertones embedded in the authorial voice. The sample of advertisements discussed is derived from The Bantu World and its two sequels, The World and The Sowetan. The sample is thinly dispersed over a period of five decades. Most of the advertisements selected were duplicated in the sister newspapers, Mochochono (Sesotho) and Imvo (isiXhosa), which were published under the auspices of the Associated Bantu Press. In the latter case the advertisements in the different languages were directly translated from English. The thrust of our argument is that the narrative voice, together with the images, are loaded with a stereotyping preconceived notion of the “other”, which is either conscious or subconscious. We also suggest that the change of the newspaper’s name is accompanied by a perceptible evolution of ideological bias in both the images and the narrative voice. en
dc.language.iso en en
dc.subject Bantu World en
dc.subject Advertising en
dc.subject Newspapers en
dc.subject Stereotyping race en
dc.subject Class en
dc.subject Gender en
dc.title Archetyping race, gender and class: advertising in The Bantu World and The World from the 1930s to the 1990s en
dc.type Article en


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