A content analysis of gender portrayal in Saghtar

Abstract

This study examines the portrayal of gender in Saghtar, a widely read monthly magazine published by the Malta Union of Teachers (M.U.T.) targeted at primary and secondary school students. This study analyses gender representation in Saghtar issues from October 2000 to May 2000. All of the issues' content, i.e. editorials, students' articles, non/fiction stories, comics, jokes, biographies, entertainment pages, informative pages, images and adverts were analysed, using both quantitative and qualitative [interpretive] content analysis. The quantitative and qualitative [interpretive] analysis of language texts, written texts and visuals produced the following results. Both children's writing and the writing of other contributors depicted female characters in stereotypic roles, occupations and characteristics. Character differences in describing women as passive and immobile versus males as active and adventurous were also evident. Furthermore, female characters were often described in terms of their relationships with their husbands while males were seen as the problem-solvers and family decision makers. The image of females as victims and males as heroes dominated most of the fiction stories. The entertainment pages suggested different physical and behavioural characteristics showing images of females as young, thin, long-legged, slim-hipped, large-breasted in body-revealing clothes and in sexually compromising positions. Illustrations and adverts continued reinforcing such representation of gender stereotypes. In addition, results from the quantitative content analysis showed the predominance of males, whether human, animal characters or animated objects, in both written texts and visuals. Furthermore, there was a subtle form of gender representation including gender discrimination in the language used, and in the greater number of topics targeted to male readers.