Abstract

Existing research show that perceptions, attitudes, and beliefs are cultivated via media exposure. A content analysis of stereotypical traits in five Nollywood films in a five-year span examines the prevalent portrayals of women in the Nigerian film industry – Nollywood, and the effect on reinforcement of stereotypical norms and perpetuation of gender disparity. Objectification theory and Fiske’s Stereotype Content Model were the theoretical frameworks for this study. Findings revealed no significant change in the stereotypical portrayals of women in the past five years. From the films analyzed (Married but living single, Mr. & Mrs., Unforgivable, Black Silhouette, and Dry), Nollywood films appear to remain persistent in typically depicting women negatively. Applying Fiske’s stereotype content model, this study found that women are typically depicted as warm and incompetent, but cold and competent when they compete for same resources as the dominant group. With such portrayals in Nollywood films, women are further subdued and beliefs that normalize these norms are cultivated.

Key Words: Female Portrayal, Films, Nollywood, Content Analysis, Objectification Theory, Stereotype Content Model

*Olushola Aromona is a doctoral student in the Department of Media & Communication, East Tennessee State University, Johnson City, Tennessee, U.S.A.

**Susan Waters Ph.D. is Head, AD/PR Program and Brand & Media Strategy Graduate Coordinator in the Department of Media & Communication, East Tennessee State University, Johnson City, Tennessee, U.S.A.

^JCMR Journal  of  Communication and Media Research, Vol. 9, No. 2, October  2017, 149 – 164