oa African Yearbook of Rhetoric - Gender and the South African beauty industry, through the eyes of a young, black marketer

Volume 1, Issue 1
  • ISSN : 2220-2188
  • E-ISSN: 2305-7785



I would like to start off by posing the following question... "What is gender?" According to the Food and Agriculture Organisation of the United Nations gender are the relations between men and women both from a perceptual and a material understanding. They go on to highlight that gender is not determined biologically, instead it is determined by the characteristics that both women and men have, and these are constructed socially. The misconception in the past, it would seem, is that we have often misunderstood gender dynamics to be the upliftment of women over men or as a type of feminism some might say. In my opinion, based on my understanding on the above definition of gender, gender is the empire from which other subsidiaries such as masculinity, femininity and sexuality are derived.

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