IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 7 NO. 3 2023
DOI: https://doi.org/10.56201/ijmcs.v7.no3.2023.pg54.63

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Moroccan TV Advertising in 2023: Towards a Gender- Transformative Agenda

Sarra CHAHBANE, Dr. Sadik MADANI ALAOUI, Kaoutar CHAHBANE

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Abstract

This study examines the contemporary landscape of Moroccan TV advertising in 2023, specifically focusing on its evolutionary trajectory towards the adoption of a gender-transformative agenda. Against the backdrop of heightened societal consciousness regarding gender equality and the imperative of inclusive representation across various domains, including the realm of advertising, this article delves into the concerted efforts undertaken by the Moroccan advertising industry to challenge entrenched gender norms and cultivate a more transformative paradigm. Traditionally, advertising has been culpable of reinforcing and perpetuating gender stereotypes, constraining men and women within narrowly defined roles. However, catalyzed by social movements advocating for equality and inclusivity, advertisers find themselves compelled to reevaluate their approaches, embracing a more encompassing and diverse framework. Given this, this paper employs qualitative content analysis to scrutinize a curated corpus of five Moroccan advertisements, investigating how they challenge prevailing gender portrayals and deviate from perpetuating stereotypical representations. The analysis of the findings reveals the extent to which the selected advertisements actively engage in the transformative representation of gender by challenging rather than nurturing gender stereotypes. It unveils the way the selected advertisements demonstrate a deliberate departure from the stereotypical depiction of women in domestic roles or as passive objects, to portraying them in diverse and empowered positions. Similarly, men are depicted beyond conventional masculine stereotypes, showcasing a broader spectrum of roles and expectations. Accordingly, this study not only provides insights into the current state of Moroccan advertising with regard to gender transformative practices but also contributes to the broader discourse surrounding the role of advertising in promoting gender equality and in

keywords:

TV advertising, Morocco, gender stereotypes, content analysis, gender- transformative agenda transformative agenda

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References:

Åkestam, N., Rosengren, S., Dahlén, M., Liljedal, K.T. and Berg, H. (2021), Gender
stereotypes in advertising have negative cross-gender effects, European Journal of Marketing,
Vol. 55 No. 13, pp. 63-93. https://doi.org/10.1108/EJM-02-2019-0125.


Chahbane, S. (2023). Framing gender in Moroccan contemporary pop music videos: A
content analysis of gender Portrayals. Women's Studies International Forum, 99, 102759.
https://doi.org/10.1016/j.wsif.2023.102759.

DRISSI KAÏTOUNI, Z., & Sbiti, M. (2022). Gender stereotypes in Moroccan television
advertising. International Journal of Accounting, Finance, Auditing, Management and
Economics, 3(2-2), 404-418. https://doi.org/10.5281/zenodo.6388067

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