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September 16, 2025Journalism and MediaOpen Access

Visual Representation of Black Women’s Empowerment in Online Political Advertisements: A Case Study of South Africa

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Authors

MTMopailo Thomas Thatelo

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Overview

Qualitative research reveals representation of black women in political messaging, indicating cultural implications.

Key Points

  • Black women are depicted as maternal figures and labourers in political advertisements during election cycles.
  • Visual representations often highlight themes of poverty and marginalization, revealing societal issues.
  • Qualitative analysis of 30 advertisements identified trends in black women's portrayal across different parties.
  • The Africana Womanist Approach provides insights into the visual framing of political narratives in post-apartheid South Africa.

Cite This Study

Mopailo Thomas Thatelo (2025) studied this question.

synapsesocial.com/papers/68d4565431b076d99fa5b020https://doi.org/10.3390/journalmedia6030141
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