Mediating Gender in African Social Media: Representation, Commodification, and Sexuality

(Hardback)

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Description

Through African case studies, this book explores how gender and sexuality are articulated on social media.

While the representation of gender in mainstream media has been studied for many decades, this book fills a gap by focusing on social media platforms like Facebook, X, Instagram, and Tik Tok, and examining representation, commodification, and sexuality on these platforms. The contributors hold a mirror to society and reflect on the issues in our current world of empowerment, where sexuality and gender preferences are respected, and sexual rights are protected by constitutions in progressive democracies. Through their research, Shepherd Mpofu, Kealeboga Aiseng, and the contributors strive to alter the male gaze, commercial benefits of commodification, and African culture as benefited and influenced by patriarchal societies.

Reviews

Shepherd Mpofu and Kealeboga Aiseng bring together a long-awaited and dearly needed collection on gender and social media in the African context. Addressing different topics, among which include advertising, cyber-sexism, rap videos, and comedy, this volume brings a rich palette of knowledge and understandings of the crucial discourse on gendered identities and sexuality in African societies, and how these are articulated on social media. As such, this is a unique work worth studying for beginning and advanced scholars in gender and media studies. * Tonny Krijnen, Associate Professor of History, Culture and Communication, Erasmus University Rotterdam, NL *
This book skillfully tackles the complex issue of digital gender performativity, highlighting the tension between traditional African values and contemporary digital cultures. Shepherd Mpofu, Kealeboga Aiseng, and their contributors reveal how social media platforms both amplify patriarchal narratives and serve as a space for resistance, agency, and identity reconstruction. This work is timely and provides pathways for further research and exploration of gender and sexual identity in the digital age within Africa. It is also a vital resource for scholars, practitioners, and students in media studies, gender studies, African studies, and cultural sociology. * Sarah Chiumbu, Associate Professor of Communication, University of Johannesburg, ZA *

Author Bio

Shepherd Mpofu is professor of media and communication at the University of South Africa.
Kealeboga Aiseng is senior lecturer in the Department of Media Studies at the University of the Witwatersrand, South Africa.