IWD: MARCOM can shape perception of women in society – Prof Macharia
By Abimbola Mohammed
Professor Juliet Macharia, Associate Professor of Communication Studies at Karatina University in Kenya, has called on the marketing and communication (MARCOM) industry in Africa and globally to utilize their campaigns to change the stereotypical portrayal of women as a weak gender in commercials.
“We need to accelerate action in changing the narrative about women in our campaigns and commercials,” Professor Macharia said during a symposium on Media and Women Empowerment in Africa, organised by the School of Communication and Media Studies at Pan-Atlantic University, in commemoration of International Women’s Day (IWD) 2025.
Professor Macharia noted that TV commercials often portray women in a limited and stereotypical manner, emphasizing domestic roles such as cooking, laundry, and childcare. “However, we know that women can do much more than these stereotypical roles,” she added.
Citing examples from Africa, Professor Macharia pointed out that there are many women excelling in various industries, including female chief justices, attorneys general, and justices in countries such as Kenya, Ethiopia, Ghana, and others. “These women are not portrayed in our communications, and this perpetuates the stereotype that women are not strong or capable,” she said.
She emphasised that the MARCOM industry has the power to influence how women are perceived by creating positive messages.
“We need to show men and women in non-stereotypical roles, such as men assisting in cooking and women also show more women in leadership positions,” she said.
She also noted that there is a need for more advertisements that showcase equipment or kitchen appliances that make cooking easy for women who work outside the home.
“However, we also need to address the issue of women who face resistance from their husbands or families when they try to use these appliances. What I am saying is that marketing communications can influence the way women are viewed by creating messages that are positive and empowering.”
Professor Macharia said that the issue of stereotypical portrayal of women is not unique to Africa, but is a global problem. “As we celebrate International Women’s Day, we need to ensure that women have rights, equality, and power, and that this is done in a way that does not leave behind the boy child.”
“We need everybody to be involved in correcting these stereotypes and ensuring that our communications are inclusive and empowering. By doing so, we can create a forum for empowerment and inspire young people to aspire for greater things,” she noted.
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