Advertising Ethics and Professionalism of ZNBC TV2 and Muvi TV in Zambia—A Content Analysis Study

The aim of this paper was to examine the advertising content of two Zambian Television stations: Zambia National Broadcasting Corporation ZNBC TV2 and Muvi Television, for evidence of Ethics and Professionalism, or lack thereof. The research purposively sampled one channel on the quasi-government/public station (ZNBC TV2), and the privately-owned broadcaster, Muvi TV. A mixed methods approach centered on a quantitative content analysis of the monitored data was used in order to permit a flexible, yet rich-enough analysis of the content, and its interpretation. The study found that, in general, there was a mixture of both “ethical” and “unethical”, characteristics, as well as “professional” and “unprofessional” content. Of special concern, however, was the evident lack of adherence to high standards of professionalism, fairness and respectfulness in gender portrayal, particularly with respect to the female sex who tended to be shown mainly in disadvantaged roles and portrayals, and vice-versa, the preponderance of males in authority and leadership roles. No controversial appeals were used in the adverts.