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June 18, 20260 citations

Influence of stereotyped portrayals of women in Nigerian electronic media advertisements on perception of women in Nigeria

JAJames Aondowase Ashiekpe SMSATKYES SAMUEL MWANSAT

Key Points

This study aims to evaluate the impact of stereotyped portrayals of women in electronic media advertisements on the perception of women in Nigeria.
Survey design utilized with a sample of 281 respondents via social media and email invitations using Qualtrics.
Analysis based on Bandura's social cognitive theory to assess the relationship between media portrayals and perceptions.
Advertising contributes to perceptions of women, but stereotypes alone do not fully explain negative views.
Cultural orientation values significantly influence perceptions, resulting in more discrimination than stereotypes in advertisements.
Even with improvements in portrayals, negative perceptions of women persist due to deeply rooted cultural orientations.

Abstract

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. Full Article Words: 7,561 Pages: 13 To access full article, click on download.

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