Abstract
This study analyses the representation of masculinities on Afrikaans film posters from
2010 to 2022, featuring a lead male character. The theoretical research explores South
African masculinities, specifically Afrikaans masculinities, gender representation in the
media and poster design theory. The aim of the study is to examine masculinities on
contemporary Afrikaans film posters through the application of a content and semiotic
analysis. The content analysis framework was drawn from Goffman’s (1976) codes for
gender representation in advertising and adjusted for the purpose of this study as
informed by literature. Through the semiotic analysis, the study identified common
patterns and themes in the representation of multiple masculinities. There is a preference
to display the lead male character on Afrikaans film posters as a white, heterosexual
male, often accompanied by a female love interest or in the pursuit thereof, asserting a
level of power over others. The results and findings of this study also show that
traditional gender roles are still perpetuated, with only a few posters challenging and
subverting these roles and promote gender equality, accepting sexual diversity, and
representing marginalised groups.