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Please use this identifier to cite or link to this item: http://bsuir.bsum.edu.ng:8080/jspui/handle/11409/477

Title: GENDER ROLES REPRESENTATION IN TELEVISION ADVERTISEMENTS AND CAREER EXPECTATIONS OF NIGERIAN WOMEN
Authors: ANWEH, GRACE IEMBER
Keywords: GENDER, ROLES, REPRESENTATION,
ADVERTISEMENT, CAREER, WOMEN
Issue Date: Dec-2017
Publisher: NONE
Citation: NONE
Abstract: This study, unveiled the current portrayal of gender roles in television advertisements and how such representation influence women's educational choices and subsequent career options in areas once tagged 'feminine'. Content analysis and survey were employed for the study while the population of study comprised female students in the first generation universities in Nigeria; namely, University of Ibadan, Ahmadu Bello University, Zaria and University of Nigeria, Nsukka. Sample size was 379 for the survey with questionnaire used to elicit information. For the content analysis. a total of 114 advertisements were recorded from Nigerian Television Authority (NTA) and Africa Independent Television (AIT). These were coded and analysed. Four theories guided the study, namely, The Cultivation theory, Agenda Setting theory, Radical Feminist theory and Symbolic Interactionist theory. Findings of the study reveal among others that males and females are still portrayed in stereotyped gender roles in television advertisements in the face of improved status of women in the society. In terms of whether such portrayals have any kind of influence on courses of education and career expectations of Nigerian women, the hypothesis of the study was not supported. The study concludes that even though result shows a weak relationship between the portrayal of gender roles in television advertisements and career expectations of Nigerian women, the persistence of gender roles in television advertisements based on responses deduced show evidence of negative effects such as lack of role models for the upcoming girl and lack of societal development. The study therefore, recommends among others, that due to the persistence of gender roles in current television advertisements, Feminist activists, government bodies such as Ministries of Women Affairs, Non-Governmental Organisations (NGOs) fostering the cause of Nigerian women - WIN, NAWOJ, WRAPA etc., should intensify campaigns in sensitizing women especially young up-coming girls on the need to believe in themselves and aim to achieve their heart desires without succumbing to advertisements and its perceived influence.
URI: http://bsuir.bsum.edu.ng:8080/jspui/handle/11409/477
Appears in Collections:Mass Communication

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