Twelfth Global Studies Conference

Abstract

Over the years, the prevalence of gender studies of various stereotypes has been over bloated in the literature. This is due to the fact that scholars on gender issues have all times been faced with one form of stereotype or the other. These stereotypes are roles, portrayals, and representations which have evolved into realities. Although the first wave and second wave feminists in their scholarly contribution have made a seismic effort to set the records straight as it relates to women in socio-cultural, economic, and media representation. The effort of these groups of feminists to an extent has shown considerable records of deconstruction of women representation. To increase the amount of impact of their efforts, the adoption of new approaches on gender issues is unavoidable in broadening the debate on gender ideologies. Therefore, there’s a need to engage in new academic frontiers which cut across global and local ideologies in the deconstruction process on negative frames on women especially in Africa. Western global countries have displayed a certain level of this approach in their ads and at such has initiated certain reversal narratives through their global brands. Their aim is to avert certain local narratives for a better representation of a certain group of people. This approach is called Glocalization. Thus, this work moves to examine a reversal of constructed narratives on gender frames through localized ads. Semiotic analysis is employed to critically analyze some selected African adverts for any deconstructive steps on gender frames.