Influence of stereotyped portrayals of women in Nigerian electronic media advertisements on perception of women in Nigeria
Abstract This study examined perception of stereotypical portrayal of women in electronic media advertisements against the backdrop of cultural orie...
Abstract
This study examined perception of stereotypical portrayal of women in electronic media advertisements against the backdrop of cultural orientation values in Nigeria. Anchored on Bandura's social cognitive theory, the broad objective was to find out how stereotyped portrayals of women in electronic media advertisements affect the perception of women in Nigeria. Survey was employed as the research design and a sample of 281 respondents drawn via social media posts and email invitations using the Qualtrics survey software. Findings show that though advertising is still a key force in shaping perceptions, stereotyped portrayals are not solely responsible for the perception and stereotypes of women in Nigeria. Also, underlying cultural orientation values aid women’s stereotypical portrayal in electronic media advertisements and foist a perception of reduction and idealization of women. Further findings show that cultural orientation values of Nigerians affect perceptions and enable discrimination against women than stereotypical portrayals in advertisements. The study concludes that in the absence of stereotypical portrayals, negative perceptions and stereotyping of women will persist due to cultural orientations. However, advertising still contributes in the fuel that propels stereotyping of women in Nigeria notwithstanding the significant improvements in role portrayals in electronic media advertisements.
Key Words: Stereotypes, Portrayals, Culture, Advertisements, Perception
JCMR Journal of Communication and Media Research, Vol. 15, No. 1, April 2023, pp. 81-93.
© Association of Media and Communication Researchers of Nigeria (AMCRON).
About the authors
* James Aondowase Ashiekpe, Ph.D. is a lecturer in the Department of Mass Communication, University of Jos, Jos, Nigeria
** Satkyes Samuel Mwansat is of the Department of Mass Communication, University of Jos, Jos, Nigeria
Article Citation
Ashiekpe, J. A. & Mwansat, S. S. (2023). Influence of stereotyped portrayals of women in Nigerian electronic media advertisements on perception of women in Nigeria. Journal of Communication and Media Research, 15 (1): 81-93.
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