Thirteenth 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 been faced with one form of stereotype or the other at all times. 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 the socio-cultural, economic and even in the media space. In the media domain, 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 totally unavoidable in broadening the debate on gender ideologies. Therefore, there is a need to engage in new academic frontiers that cut across global and local ideologies in the deconstruction process of negative frames on women especially in developing countries. Western global countries have displayed a certain level of this unique approach in their ads and by this means has initiated certain reversal narratives through their global brands. Their aim is basically to avert certain local narratives for a better representation of a certain group of people. This reversal approach is called Glocalization. Thus, this work moves to examine a reversal of constructed narratives on gender frames through glocal ads. To examine the deconstructed narrative, a semiotic analysis was employed to critically analyze some selected adverts from Turkish and Nigerian media.