Analysis of the Use of Frames in Kenyan Television Programming Content to Break Negative Female Gender Stereotypes

Abstract

Gender stereotypes have long permeated society, shaping perceptions and expectations of individuals based on their gender. Despite societal progress towards gender equality, media content often continues to perpetuate stereotypical representations of men and women. Women have been subjected to a myriad of stereotypes that limit their roles and opportunities across the globe, our country Kenya included. Television, as a pervasive and accessible medium, plays a significant role in shaping public opinion and attitudes, through framing. Thus, conducting research on the use of frames in Kenyan programming content in breaking negative female gender stereotypes was crucial. The scope of this study was limited to three Kenyan programs which are Woman Without Limits by Citizen Television hosted by Rev. Kathy Kiuna, Her Standards by KTN Home hosted by Madam Quinter Mbori and Her Say by TV 47 hosted by Madam Grace Kuria Kanja. The study’s objective was to analyse the use of frames in Kenyan Television content to break negative female gender stereotypes. Framing theory guided this study. A qualitative content analysis of the three selected programs on how they are breaking negative female gender stereotypes was used as the research design. For data collection, nine stories from the three selected television programs (three stories from each program) were purposively chosen, transcribed and qualitatively analysed using a content analysis code drafted from the critical attributes of the study objective. Research findings revealed that Kenyan television programming highlights a deliberate avoidance of negative framing when discussing women's roles, which traditionally perpetuates stereotypes of women as dependent, passive, or unfit for leadership. The study also reveals that social cultural framing is integral to these programs, with hosts addressing existing cultural norms and expectations. By acknowledging and deconstructing these norms, the shows offer alternative narratives that empower women. The study recommended that media stations expand training for media professionals on gender-sensitive reporting, television programs to collaborate with educational institutions and organizations to broaden the reach and impact of gender-sensitive content and television programs promote audience engagement and feedback mechanisms.