Empowering Narratives: Ideological Constructs through References for Women in True Love East Africa and The Parents Magazines in Kenya

Abstract

This article examines various references given to women in True Love East Africa and The Parents Magazine and emergent ideological constructs. It presents results of a study whose one of its objective was to identify and analyse the ideological constructs brought out by references for women in the discourses of the two magazines and what these references revealed about the Kenyan women. The study investigated the portrayal of women in the two magazines, employing a mixed-methods approach that combined qualitative and quantitative analyses. Utilizing thematic content analysis and critical discourse analysis (CDA), the research explored how these magazines constructed and negotiated identities for millennial mothers and independent women within a rapidly evolving socio-cultural context. By analyzing the references, the study revealed a significant shift in narratives, showcasing women not as passive subjects but as active participants in societal change. Key themes identified include the emergence of the “millennial mom” ideology, which celebrates women's economic participation and challenges traditional gender roles, highlighting their professional achievements and contributions beyond domestic spheres. The findings underscore a transformation in the depiction of women, reflecting broader societal trends prioritizing gender equality and women’s empowerment. Discourses surrounding single motherhood, professional success, and resilience in the face of societal expectations emerged, illustrating how these narratives challenge entrenched patriarchal norms. The study emphasizes the critical role of media in shaping perceptions of gender, calling for advocacy to amplify diverse and empowering narratives. It recommends policy development that supports equitable representation in media, urging further longitudinal studies to track the evolution of these representations. By highlighting the intersection of media, gender, and societal transformation, this research contributes to the understanding of women's roles in contemporary Kenyan society