Abstract:
This study set out to analyse and deconstruct images of gender in selected multi modal texts (Television commercials). The objectives of this study were: to interpret meanings in the multi modal texts selected from television commercials, to deconstruct images of gender in selected television commercials and finally to examine the use of simulation and simulacra in the selected texts. This study employed an eclectic theoretical frame. To facilitate this study, purposive sampling was used. This was because only those commercials which foregrounded images of gender were studied. For the purpose of this paper, the target population was selected television commercials that conveyed images of gender. From the target population, a sample of 27 commercials was picked from 3 Kenyan television channels namely: Citizen Television, Nation television (N.T.V), and Kenya television network (K.T.N). The selected commercials were read and deconstructed through literary analysis. Data collection methods and instruments that were employed in this study were: a digital camera and observation. The digital camera enabled us to record the video clips in the commercials. Observation enabled us to view, select and analyse the relevant recordings of the video streamed commercials for the study. Data analysis was done through a multi modal discourse analysis by Kress and Leeuwen. The study was also be guided by Derridian deconstruction theory specifically his concepts of Erasure and Contradiction. The study was further guided by jean Bauldrillard’s concept of simulation and simulacra. Data presentation was done through analysis of video clips that represented images of gender in the selected commercials. The findings of this study were firstly, images of gender were found to have meanings in television commercials, secondly, images of gender are deconstructed by other texts in television commercials and lastly there is use of simulation and simulacra in television commercials. This study issignificant because it straddles the area of culture, media and literature and shows how the three areas are related and how they depend on each other. It also has a thematic relevance because it explores the play of masculinities and femininities in contemporary society, thus contributing to post-modern discourses. The study is a contribution to the on-going gender debates in contemporary society which are increasingly becoming a contested issue.
