Governing bodies?
Using both intersectional and kyriarchy heuristics which acknowledge the interlocking gender, sexuality and class dynamics in the co-construction of power hierarchies, this paper examines how informal herbal healing flyers and posters in the Johannesburg CBD reinforce norms which govern and legitim...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Johannesburg
2022-10-01
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| Series: | Communicare |
| Subjects: | |
| Online Access: | https://journals.uj.ac.za/index.php/jcsa/article/view/1505 |
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| _version_ | 1832593741298270208 |
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| author | Kudzaiishe Peter Vanyoro George Mavunga Zvenyika Eckson Mugari |
| author_facet | Kudzaiishe Peter Vanyoro George Mavunga Zvenyika Eckson Mugari |
| author_sort | Kudzaiishe Peter Vanyoro |
| collection | DOAJ |
| description |
Using both intersectional and kyriarchy heuristics which acknowledge the interlocking gender, sexuality and class dynamics in the co-construction of power hierarchies, this paper examines how informal herbal healing flyers and posters in the Johannesburg CBD reinforce norms which govern and legitimate desirable male and female bodies and lives through written texts and images.
This is done through invitations to potential clients to enhance their sexual organs and bodies as well as improve their marriages and finances. With the acronym of Lesbian, Gay, Bisexual, Transgendered, Queer, Questioning, Intersex, Asexual, Allies and Pansexual (LGBTQQIAAP) in mind, the paper explores how the flyers and posters pre-suppose that all bodies are inherently
sexual, heterosexual, male/female, able-bodied, young and willing participants in sexual activities. Drawing on previous research which mainly focused on the power relations between the adverts’ composers and their potential customers, the paper explores a different dimension of the adverts by problematising instances of these adverts’ complicity in heteronormative, cisnormative, ableist,
and ageist discourses that conceal the operations of power over bodies. Overall, we argue that the flyers and posters commodify sex, gender and class into a purchasable package of attributes which, supposedly, complete the individual, making them a fuller member of society.
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| format | Article |
| id | doaj-art-c9a90039afa747a8a0e15be41dba906d |
| institution | Kabale University |
| issn | 0259-0069 2957-7950 |
| language | English |
| publishDate | 2022-10-01 |
| publisher | University of Johannesburg |
| record_format | Article |
| series | Communicare |
| spelling | doaj-art-c9a90039afa747a8a0e15be41dba906d2025-01-20T08:57:10ZengUniversity of JohannesburgCommunicare0259-00692957-79502022-10-0140110.36615/jcsa.v40i1.1505Governing bodies?Kudzaiishe Peter Vanyoro0https://orcid.org/0000-0001-8146-9342George Mavunga1https://orcid.org/0000-0002-2253-6477Zvenyika Eckson Mugari2https://orcid.org/0000-0002-8628-1370University of the WitwatersrandUniversity of JohannesburgUniversity of the Witwatersrand Using both intersectional and kyriarchy heuristics which acknowledge the interlocking gender, sexuality and class dynamics in the co-construction of power hierarchies, this paper examines how informal herbal healing flyers and posters in the Johannesburg CBD reinforce norms which govern and legitimate desirable male and female bodies and lives through written texts and images. This is done through invitations to potential clients to enhance their sexual organs and bodies as well as improve their marriages and finances. With the acronym of Lesbian, Gay, Bisexual, Transgendered, Queer, Questioning, Intersex, Asexual, Allies and Pansexual (LGBTQQIAAP) in mind, the paper explores how the flyers and posters pre-suppose that all bodies are inherently sexual, heterosexual, male/female, able-bodied, young and willing participants in sexual activities. Drawing on previous research which mainly focused on the power relations between the adverts’ composers and their potential customers, the paper explores a different dimension of the adverts by problematising instances of these adverts’ complicity in heteronormative, cisnormative, ableist, and ageist discourses that conceal the operations of power over bodies. Overall, we argue that the flyers and posters commodify sex, gender and class into a purchasable package of attributes which, supposedly, complete the individual, making them a fuller member of society. https://journals.uj.ac.za/index.php/jcsa/article/view/1505sexualitygenderingadvertisementsheteronormativitycisnormativityintersectionality |
| spellingShingle | Kudzaiishe Peter Vanyoro George Mavunga Zvenyika Eckson Mugari Governing bodies? Communicare sexuality gendering advertisements heteronormativity cisnormativity intersectionality |
| title | Governing bodies? |
| title_full | Governing bodies? |
| title_fullStr | Governing bodies? |
| title_full_unstemmed | Governing bodies? |
| title_short | Governing bodies? |
| title_sort | governing bodies |
| topic | sexuality gendering advertisements heteronormativity cisnormativity intersectionality |
| url | https://journals.uj.ac.za/index.php/jcsa/article/view/1505 |
| work_keys_str_mv | AT kudzaiishepetervanyoro governingbodies AT georgemavunga governingbodies AT zvenyikaecksonmugari governingbodies |