Eyeing Ideological Construction: Interrogating Women and Men Representations in the Language of Online Advertisements

Abstract

This paper examines the language of online advertisements in telecom companies in Tanzania. The study in particular, interrogates the way language mediates cultural ideologies and media in relation to the status and position of women in the society. A total of 15 selected online advertisements from Tigo Tanzania,Vodacom Tanzania, and Airtel Tanzania Limited telecom were analysed through Content Analysis Method. Through the analysis and interpretation of online advertisements, it can be argued that online advertisements of the companies are ideologically representative of the existing power relations that affects the women subgroup in the Tanzanian society. The language of the online advertisements is ascribed with the stereotyping and an appendage women's roles compared to their counterparts men to appeal men consumers and those with male-defined interests. However, with increasing efforts to impart awareness on equality and women's right today, some advertisements ascribe women with positive roles that in the same way appeal taste of the consumers of the services and products of the companies.