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Governing bodies? Exploring normative sex and gender discourses in informal herbal healing flyers and posters in Johannesburg CBD

Exploring normative sex and gender discourses in informal herbal healing flyers and posters in Johannesburg CBD

Kudzaiishe Peter Vanyoro
University of the Witwatersrand
George Mavunga
University of Johannesburg
Zvenyika Eckson Mugari
University of the Witwatersrand
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Governing bodies? Exploring normative sex and gender discourses in informal herbal healing flyers and posters in Johannesburg CBD. (2022). Communicare: Journal for Communication Studies in Africa, 40(1), 23-48. https://doi.org/10.36615/jcsa.v40i1.1505
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  • Submited: October 3, 2022
  • Published: October 5, 2022

Abstract

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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How to Cite
Governing bodies? Exploring normative sex and gender discourses in informal herbal healing flyers and posters in Johannesburg CBD. (2022). Communicare: Journal for Communication Studies in Africa, 40(1), 23-48. https://doi.org/10.36615/jcsa.v40i1.1505

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