Changes and continuities? Investigating the representations and readings of female characters in South African soap operas Uzalo and Scandal!

Abstract

This study explores the construction and readings of female characters concerning their gender roles within localised South African soap operas Uzalo and Scandal! Concerning the issue of female representation, it is not just crucial to have a significant presence of women in television, it is equally important that these characters represent women fairly. This is particularly important within a country like South Africa, where gender inequality is a problem and gender-based violence is declared a second pandemic as femicide remains is prevalent. Since characterisation is one of the most important elements in any soap opera, this study investigates how female characters are represented. It explores the changes and continuities in how female characters are intentionally constructed in South African soap operas and if these representations support or subvert previous representations and dominant discourses in society. It is theoretically framed within feminist media theory, with a particular emphasis on intersectionality and the active audience theory guided by the circuit of culture model. Located within the interpretive paradigm, its qualitative methodology ascertains the perceptions of individual viewers (University of KwaZulu-Natal students) and Uzalo and Scandal! production staff. The data, gathered via interviews and focus group discussions, were organised through reflexive thematic analysis. The study found that the representation of mistress, mother, and matriarch are some of the roles still prominent in soap opera depictions. However, a shift exists in that conventional characters such as the villainess and matriarch are still central but are represented differently, based on the South African context, particularly that of the township locale. Female characters are also included in the storylines, such as CEOs, businesswomen, and other prominent roles often associated with male characters and public domains. Contemporary and traditional-styled characters are aspirational depending on the preference of lifestyle values held by the viewer of the soap operas. Soap opera has the potential to educate audience members about socio-economic, socio-political, and other developmental issues that will enhance social change. The study contributed new knowledge to understanding the construction of female representations and the possible subversions these texts offer to normative societal representations. It is unique in that it considers both a production and viewer perspective, which is a gap within South African scholarship that typically includes one of these perspectives. Through this study, an analytical matrix combining the circuit of culture and intersectionality has been developed that could be used for further research.