Stereotyping and Essentialism: The Representation of Indigenous African Cultures in the Soap Opera Generations: The Legacy

Abstract

The representation of indigenous African cultures in hegemonic soap operas remains a contentious issue. Critics and cultural activists have challenged the portrayal of African cultures from the prism of prescribed images and frames of reference. This article reports on a study that sought to ascertain how a contemporary South African soap opera, Generations: The Legacy, portrays indigenous African cultures. The study used a combination of quantitative content analysis and critical discourse analysis within the framework of Stuart Hall's audience reception theory. The results showed that Generations: The Legacy uses everyday discourse to highlight issues of patriarchy, gender relations, social inequities, power asymmetries, and contestations, as well as matters of domination and exploitation. While the show gives effusive expression to indigenous African cultures, it reuses existing sociocultural stereotypes prevalent in a divided society. It does not call attention to them so much as it re-enacts them. This representation can create tension and implicate intercultural relations and the survival of subaltern cultures, especially in a racially polarised and culture-sensitive society like South Africa. Soap operas can foster a more progressive and dynamic society by promoting a more nuanced depiction of indigenous values, practices and beliefs, and de-emphasising sociocultural stereotypes.

Keywords:

• audience reception theory research
• cultural representation
• stereotypes
• essentialism
• indigenous African cultures
• soap opera