Overview

Through African case studies, this book explores how gender and sexuality are articulated on social media. While the representation of gender in mainstream media has been studied for many decades, this book fills a gap by focusing on social media platforms like Facebook, X, Instagram, and Tik Tok, and examining representation, commodification, and sexuality on these platforms. The contributors hold a mirror to society and reflect on the issues in our current world of empowerment, where sexuality and gender preferences are respected, and sexual rights are protected by constitutions in progressive democracies. Through their research, Shepherd Mpofu, Kealeboga Aiseng, and the contributors strive to alter the male gaze, commercial benefits of commodification, and African culture as benefited and influenced by patriarchal societies.

Full Product Details

Author:   Shepherd Mpofu (University of South Africa) ,  Kealeboga Aiseng (University of the Witwatersrand) ,  Mosúnmolá O. Adéòjó ,  Dr Maud Blose
Publisher:   Bloomsbury Publishing Plc
Imprint:   Rowman & Littlefield
Dimensions:   Width: 15.60cm , Height: 2.20cm , Length: 23.20cm
Weight:   0.540kg
ISBN:  

9781666954050

ISBN 10:   1666954055
Pages:   288
Publication Date:   27 November 2025
Audience:   College/higher education ,  Professional and scholarly ,  Postgraduate, Research & Scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Introduction: Social Media and Gender in Africa: Representation, Commodification and Sexuality, Shepherd Mpofu (University of South Africa) and Kealeboga Aiseng (University of Witwatersrand, South Africa) 1. A Feminist Reading of Sexualized Chicken: A Case of Mambo’s Chicken Social Media Commercials, Shepherd Mpofu (University of South Africa) and Thabisani Ndlovu (Walter Sisulu University, South Africa) 2. A Psychoanalytic Critique of Women Commodification and Commercialization in the Social Media, Mohammed X. Ntshangase (University of Limpopo, South Africa) 3. Objectification and Exaggeration: Platformatized Representation of the Female Gender in Social Media Comedy Skits, Godwin Simon (Queensland University of Technology, Australia), Vincent Obia (Birmingham City University, UK) and Mosúnmolá O. Adéòjó (University of Florida, USA) 4. Power and Control of One’s Body and Sexuality in Online Performances: An Analysis of How Nicki Minaj’s Music Videos Assert a Female Independence, Agency, and Control of their Sexuality, Kealeboga Aiseng (University of Witwatersrand, South Africa) and Obett Motaung 5. Paradise in Exchange for Hell: The Female Body as a Site of Modern Slavery in Jackie Phamotse’s Bare, Moffat Sebola (University of Limpopo, South Africa) 6. Gendering Violence Through Body Shaming Online: A Case of Linda Masarira, President of LEAD Political Party in Zimbabwe, Khan KB (University of South Africa) and Josephat Mutangadura (Tshwane University of Technology, South Africa) 7. Unchecked Cyber Misogyny? An Analysis of Female Journalists Harassment Online in South Africa and Kenya, Keziah Githinji, Mbongeni Jonny Msimanga (Johannesburg Institute of Advanced Study, South Africa) and Maud Blose (University of Johannesburg, South Africa) 8. Light/Fair Skin as Beautiful: The Lingering Colonial Violation of Black Identity in Botswana, Portia Tshegofatso Loeto 9. Materialized Identities: Exploring the ‘Indoda Must’ Phenomena and Its Effects Through Social Media Multimodalities, Soyiso Godsave Khetoa, Ntsoaki Teresa Mokala, and Lihotetso Gloria Matee 10. Mobilising Instagram Research: The Walk-Through Approach to Navigate Participatory Cultures and Gender Performativity, Kayley Jade Webster (Varsity College, South Africa) and Sarah Gibson (University of KwaZulu-Natal, South Africa) 11. Gender-Bending and Cross-dressing: Analysis of Self-Representation and Gender Performativity in the Nigerian Entertainment Industry, Bimbo L. Fafowora (Rhodes University, South Africa) and Kealeboga Aiseng (University of Witwatersrand, South Africa) 12. ‘You’re a Man, Claim Your Space’: Performing Masculinity on Kenyan Twitter Platforms, Ashley Kidula (Strathmore University, Kenya) and Muthoni E. King’ori (Strathmore University, Kenya) Index About the Editors and Contributors

Reviews

“Shepherd Mpofu and Kealeboga Aiseng bring together a long-awaited and dearly needed collection on gender and social media in the African context. Addressing different topics, among which include advertising, cyber-sexism, rap videos, and comedy, this volume brings a rich palette of knowledge and understandings of the crucial discourse on gendered identities and sexuality in African societies, and how these are articulated on social media. As such, this is a unique work worth studying for beginning and advanced scholars in gender and media studies.” * Tonny Krijnen, Associate Professor of History, Culture and Communication, Erasmus University Rotterdam, NL * “This book skillfully tackles the complex issue of digital gender performativity, highlighting the tension between traditional African values and contemporary digital cultures. Shepherd Mpofu, Kealeboga Aiseng, and their contributors reveal how social media platforms both amplify patriarchal narratives and serve as a space for resistance, agency, and identity reconstruction. This work is timely and provides pathways for further research and exploration of gender and sexual identity in the digital age within Africa. It is also a vital resource for scholars, practitioners, and students in media studies, gender studies, African studies, and cultural sociology.” * Sarah Chiumbu, Associate Professor of Communication, University of Johannesburg, ZA *

Author Information

Shepherd Mpofu is professor of media and communication at the University of South Africa. Kealeboga Aiseng is senior lecturer in the Department of Media Studies at the University of the Witwatersrand, South Africa.

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