Degree Name

MA (Master of Arts)

Program

Communication, Professional

Date of Award

12-2016

Committee Chair or Co-Chairs

Susan Waters

Committee Members

Stephen Marshall, Melanie Richards

Abstract

Previous research shows that perceptions, attitudes, and beliefs are cultivated via media exposure. A content analysis of stereotypical traits in five Nollywood movies in a five-year span examines the prevalent portrayals of women in the Nigerian movie industry – Nollywood, and the effect of these portrayals on reinforcement of stereotypical norms and perpetuation of gender disparity. Cultivation and Objectification theories 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 movies analyzed, Nollywood movies appear to remain persistent in typically depicting women as unambitious domestic servants. 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 movies, women are further subdued and beliefs that normalize these norms are cultivated.

Document Type

Thesis - Withheld

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