RELATIONSHIP BETWEEN GENDER STEREOTYPING, TELEVISION ADVERTISING AND THE YORUBA CULTURE IN LAGOS STATE, NIGERIA

Abstract

ABSTRACT This study focuses on the relationship between gender stereotyping, television advertising and Yoruba culture in Lagos State. The Aim of the study is to examine the relationship between gender stereotyping; television advertising and the Yoruba culture, with a view to promoting culturally-acceptable television advertisements in Lagos State, Nigeria. While, the objectives are assess the gender stereotypes used in television advertising in Lagos State; examine the influence of gender stereotyping on television advertisement of goods and services; examine the influence of gender stereotyping on Yoruba culture; examine the effects of television advertising stereotypes on Yoruba Culture in Lagos State; and lastly, propose a guideline for creating gender roles in television advertisement to reduce stereotyping. The study is a descriptive survey research using structured questionnaire that elicited responses from the respondents in Lagos State. The respondents are made up of the residents of Lagos State and the staff of registered advertising agencies in Lagos. Structured Questionnaires were administered to 400 residents of Lagos State and 87 to the staff of advertising agencies. , a purposive sampling was adopted to choose the sample by genders who are Yoruba from selected Administrative Divisions (Ikorodu and Eko) dominated by the Yoruba in Lagos State while questionnaires were administered to the creative directors of each advertising agencies. The responses of respondents to the questionnaire based on the research objectives were analysed using descriptive statistic such as frequency, percentage and mean score. Chi-square and Pearson coefficient correlation were used in analyzing the three hypotheses. The findings and summary of this study indicate that there is a link between gender stereotyping, television advertising and Yoruba culture in Lagos State. A variable such as image used in advertisement and mode of dressing has a huge influence in promoting Yoruba culture, followed by the language spoken. It has been proved that television advertising stereotypes has great effect on Yoruba culture in Lagos state. It was discovered that increased sex objectification, nudity and promotion of foreign mode of dressing ranked highest in the list of effects followed by violence, low self esteem, and low level of aspiration, occupational and reinforcement of Yoruba traditional gender roles. In conclusion, even though the product manufacturers want these gender stereotypes in the advertisement and that the society easily identifies with these roles backed with no specific advertising law against the use of gender stereotypes; Advertising agencies should strive to avoid the inappropriate use or exploitation of sexuality of both women and men that demean the Yoruba culture.