6 - Using Transnational Soap Operas to Redefine Beauty in Cameroon
Corresponding Author(s) : Delphine Gwanvalla Ngehndab
Afrique et développement,
Vol. 43 No 1 (2018): Afrique et développement: Numéro spécial sur : Les transformations corporelles – structures et dynamiques d’esthétique et aspirations dans une Afrique en évolution
Résumé
Cet article détaille les différentes manières dont des femmes du marché de Bamenda (Cameroun), utilisent des feuilletons transnationaux pour redéfinir leur compréhension de la beauté. La libéralisation du secteur audiovisuel au Cameroun a entraîné une augmentation du nombre de chaînes de télévision et une augmentation de feuilletons importés, obligeant les chaînes de télévision à rechercher en permanence des programmes de qualité dans les agences de location basées en Afrique. Pour augmenter le nombre de téléspectateurs, des feuilletons importés du reste du monde, tels que les Philippines, le Brésil, l'Inde, la Chine et la Thaïlande, sont diffusés sur des chaines de télévision privées et nationales captant principalement l'attention des femmes qui regardent ces feuilletons chez elles et sur leurs étals au marché. Certaines femmes adorent tellement les feuilletons et leurs personnages que leur consommation n’est pas sans conséquence sur leurs apparences quotidiennes. De l’application de rouge à lèvres, de fond de teint, de poudre pour le visage, de vernis à ongles, de styles vestimentaire et de coiffure, et de blanchiment de la peau, des séries télévisées façonnent l’identité culturelle des femmes locales qui imitent les apparences de leurs personnages préférés avec comme justification qu'ils sont modernes et contemporaines. Cet article affirme que la diffusion fréquente de feuilletons étrangers incite certaines femmes à refaire leur corps afin de ressembler à de nombreuses actrices. Une méthode multiple de collecte de données a été utilisée pour collecter des données sur les différentes significations que les femmes du marché de Bamenda donnent à leur consommation de feuilletons à l'étranger. L'économie politique et les études culturelles sont utilisées pour saisir les échanges culturels entre le local et le global.
Delphine Gwanvalla Ngehndab, Brunel University, UK. Email: ngehndy@gmail.com
Mots-clés
Télécharger la référence bibliographique
Endnote/Zotero/Mendeley (RIS)BibTeX
- Allen, R. C., 1995, To be Continued–: Soap Operas around the World, New York: Routledge.
- Appadurai, A., 1990, Disjuncture and difference in the global culture economy, Theory, Culture, and Society, 7 pp. 295-310.
- Bhabha, H., 1994, The Location of Culture, New York: Routledge.
- Chisholm, N.J, 2001, Fade to White: Skin Bleaching and the Rejection of Blacknes, [Electronic Version], The Village Voice, http://www.villagevoice.com/issues/0204/chisholm.php. 10 September 2016
- Coetzee, V., Fauerber, J.J., Lefevre, CE, Perrett, DI, 2012, African Perceptions of Female Attractiveness, PLoS One, 7(10): e48116 doi: ID. 1371/journal. pone.0048116.
- Dahlgren, P., 1998, Cultural Studies as a Research Perspective: Themes and Tensions, London: Routledge.
- De Certeau, M., 1984, The Practice of Everyday Life, University of California Press, Berkeley.
- Durkin, K., 1985, Television and sex-role acquisition 1: Content British Journal of Social Psychology, (24) 101-113.
- Ebi, N. J., 2009, The structure of succession law in Cameroon: finding a balance between the needs and interests of different family members, Ph.D. thesis, University of Birmingham.
- Ekukole, R., 2013, Delphine.Ngehndab@brunel.ac.uk: Follow-up Questions. 08/02/2013
- Engeln-Maddox, R., 2006, Buying a beauty standard or dreaming of a new life? Expectations associated with media ideals, Psychology of Women Quarterly, 30, pp. 258-266.
- Echu, George, 2013, The language question in Cameroon, Linguistik online, 18(1).
- Fairclough, Norman, 1989, Language and Power, London.
- Fenton, N., 2007, Bridging the Mythical Divide: Political Economy and Cultural Studies Approaches to the Analysis of the Media, Sage Publications, 4(9).
- Ferguson, M. and Golding, P., 1997, Cultural Studies in Question. London: Sage.
- Fiske, J., 1989, Understanding Popular Culture, New York: Routledge.
- Fonjong, L., 2001, Fostering women’s participation in development through Non- governmental efforts in Cameroon, Geographical Journal, 167(23) pp.223-234.
- Geraghty, C., 1991, Women and Soap Opera: A study of Prime-Time Soaps, Cambridge: Polity Press.
- Goheen, M., 1996, Men Own the Fields Women Own the Crops Madison: University of Wisconsin Press.
- Kraidy, M. M., 2005, Hybridity, or the Cultural Logic of Globalization, Temple University Press.
- Liebes, T. and Katz, E., 1993, The Export of Meaning: Cross-Cultural Readings of Dallas, Cambridge: Polity Press.
- Lull, J., 2000, Media, Communication, Culture: A Global Approach, Cambridge: Polity.
- Murdock, G., 1995, Across the great divide, Critical Studies in Mass Communications, 12(1) pp. 89-94.
- Nyamnjoh, F. B., 2007, Africa’s Media Democracy & the Politics of Belonging, Pretoria: UNISA PRESS.
- Pieterse, J. N., 1996, Globalisation and Culture: Three Paradigms, Economic and Political Weekly, 31 (23):1389-1393.
- Singhal, A., & Svenkerud, P., 1994, Pro-socially shareable entertainment television programs: A programming alternative in developing countries, The Journal of Development Communication, 5(2), pp. 17-30.
- Sones, M., 2002, Beauty, Fashion and the Coolidge Effect, Beauty Worlds: The culture of beauty. Retrieved October,12, 2016 from the World Wide Web: http://www.beautyworlds.com. 30 November 2016.
- Syed, MD. A, and Hamzahm, A., 2012, Imagining Transnational Modernity in Contemporary Malaysia: Malay Women’s Asian Soap Operas and Moral Capabilities. Journal of Asian Women, Vol. 28(1).
- Syed-Azalanshah, M.D., 2011, Soap Opera as a Site for Engaging with Modernity Amongst Malay Women in Malaysia, Malaysian Journal of Media Studies, Vol. 13 (1) pp.17-36.
- “The World Factbook”, n.d. accessed from https://www.cia.gov/library/publications/the-world-factbook/fields/2213.html. 18 August 2016.
- Thompson, J. B., 1995, The Media and Modernity: A Social Theory of the Media. Cambridge: Polity Press.
- Todd, L., 1983, “Language Options for Education in a Multilingual Society: Cameroon”, In: Kennedy, Chris (ed): Language Planning and Language Education, London: 160-171.
- Tomlinson, J., 1999, Globalization and Culture. Cambridge: Polity Press. Tomlinson, J., 1991, Cultural Imperialism, Baltimore, MD: Johns Hopkins University Press.
- Touré, K., 2007, Telenovelas Reception by Women in Bouaké (Côte D’Ivoire) and Bamako (Mali) Visual Anthropology, 20 pp. 41–56.
- Werner, J. F., 2007, How women are using television to domesticate globalization: A case study on the reception and consumption of telenovelas in Senegal, Visual Anthropology, 19(5), 443-472.
Les références
Allen, R. C., 1995, To be Continued–: Soap Operas around the World, New York: Routledge.
Appadurai, A., 1990, Disjuncture and difference in the global culture economy, Theory, Culture, and Society, 7 pp. 295-310.
Bhabha, H., 1994, The Location of Culture, New York: Routledge.
Chisholm, N.J, 2001, Fade to White: Skin Bleaching and the Rejection of Blacknes, [Electronic Version], The Village Voice, http://www.villagevoice.com/issues/0204/chisholm.php. 10 September 2016
Coetzee, V., Fauerber, J.J., Lefevre, CE, Perrett, DI, 2012, African Perceptions of Female Attractiveness, PLoS One, 7(10): e48116 doi: ID. 1371/journal. pone.0048116.
Dahlgren, P., 1998, Cultural Studies as a Research Perspective: Themes and Tensions, London: Routledge.
De Certeau, M., 1984, The Practice of Everyday Life, University of California Press, Berkeley.
Durkin, K., 1985, Television and sex-role acquisition 1: Content British Journal of Social Psychology, (24) 101-113.
Ebi, N. J., 2009, The structure of succession law in Cameroon: finding a balance between the needs and interests of different family members, Ph.D. thesis, University of Birmingham.
Ekukole, R., 2013, Delphine.Ngehndab@brunel.ac.uk: Follow-up Questions. 08/02/2013
Engeln-Maddox, R., 2006, Buying a beauty standard or dreaming of a new life? Expectations associated with media ideals, Psychology of Women Quarterly, 30, pp. 258-266.
Echu, George, 2013, The language question in Cameroon, Linguistik online, 18(1).
Fairclough, Norman, 1989, Language and Power, London.
Fenton, N., 2007, Bridging the Mythical Divide: Political Economy and Cultural Studies Approaches to the Analysis of the Media, Sage Publications, 4(9).
Ferguson, M. and Golding, P., 1997, Cultural Studies in Question. London: Sage.
Fiske, J., 1989, Understanding Popular Culture, New York: Routledge.
Fonjong, L., 2001, Fostering women’s participation in development through Non- governmental efforts in Cameroon, Geographical Journal, 167(23) pp.223-234.
Geraghty, C., 1991, Women and Soap Opera: A study of Prime-Time Soaps, Cambridge: Polity Press.
Goheen, M., 1996, Men Own the Fields Women Own the Crops Madison: University of Wisconsin Press.
Kraidy, M. M., 2005, Hybridity, or the Cultural Logic of Globalization, Temple University Press.
Liebes, T. and Katz, E., 1993, The Export of Meaning: Cross-Cultural Readings of Dallas, Cambridge: Polity Press.
Lull, J., 2000, Media, Communication, Culture: A Global Approach, Cambridge: Polity.
Murdock, G., 1995, Across the great divide, Critical Studies in Mass Communications, 12(1) pp. 89-94.
Nyamnjoh, F. B., 2007, Africa’s Media Democracy & the Politics of Belonging, Pretoria: UNISA PRESS.
Pieterse, J. N., 1996, Globalisation and Culture: Three Paradigms, Economic and Political Weekly, 31 (23):1389-1393.
Singhal, A., & Svenkerud, P., 1994, Pro-socially shareable entertainment television programs: A programming alternative in developing countries, The Journal of Development Communication, 5(2), pp. 17-30.
Sones, M., 2002, Beauty, Fashion and the Coolidge Effect, Beauty Worlds: The culture of beauty. Retrieved October,12, 2016 from the World Wide Web: http://www.beautyworlds.com. 30 November 2016.
Syed, MD. A, and Hamzahm, A., 2012, Imagining Transnational Modernity in Contemporary Malaysia: Malay Women’s Asian Soap Operas and Moral Capabilities. Journal of Asian Women, Vol. 28(1).
Syed-Azalanshah, M.D., 2011, Soap Opera as a Site for Engaging with Modernity Amongst Malay Women in Malaysia, Malaysian Journal of Media Studies, Vol. 13 (1) pp.17-36.
“The World Factbook”, n.d. accessed from https://www.cia.gov/library/publications/the-world-factbook/fields/2213.html. 18 August 2016.
Thompson, J. B., 1995, The Media and Modernity: A Social Theory of the Media. Cambridge: Polity Press.
Todd, L., 1983, “Language Options for Education in a Multilingual Society: Cameroon”, In: Kennedy, Chris (ed): Language Planning and Language Education, London: 160-171.
Tomlinson, J., 1999, Globalization and Culture. Cambridge: Polity Press. Tomlinson, J., 1991, Cultural Imperialism, Baltimore, MD: Johns Hopkins University Press.
Touré, K., 2007, Telenovelas Reception by Women in Bouaké (Côte D’Ivoire) and Bamako (Mali) Visual Anthropology, 20 pp. 41–56.
Werner, J. F., 2007, How women are using television to domesticate globalization: A case study on the reception and consumption of telenovelas in Senegal, Visual Anthropology, 19(5), 443-472.