PORTRAYAL OF GENDER ROLE STEREOTYPES IN NOLLYWOOD FILMS AND AUDIENCE PERCEPTION IN SOUTHEAST NIGERIA

Abstract

This study examined the portrayal of gender-role stereotypes in Nollywood films and audience perception in Southeast Nigeria. The study focused on the extent of viewers’ exposure to gender-stereotyped portrayals, their awareness of gender-role stereotypes, the influence of such portrayals on perceptions of gender roles in society, the relationship between exposure and attitudes towards gender equality, and the factors influencing viewers’ acceptance or rejection of gender stereotypes. The study was anchored on Cultivation Theory and Framing Theory. A survey research design was adopted, with 400 respondents selected from Abia, Anambra, Ebonyi, Enugu and Imo States. Data were collected using a structured questionnaire and analysed using frequencies, percentages, mean, standard deviation and inferential statistics at the 0.05 level of significance. Findings indicated a high level of exposure to gender-stereotyped portrayals and a high level of awareness of gender stereotypes among respondents. The findings further showed that gender portrayals in Nollywood influence viewers’ perceptions of gender roles, including beliefs about household leadership, domestic responsibilities, relationships and occupational roles. Exposure to stereotyped portrayals was also associated with respondents’ attitudes towards gender equality. Cultural background, education, peer influence, entertainment value and personal beliefs were identified as factors influencing the acceptance or rejection of gender-role stereotypes. The study concludes that Nollywood remains an important cultural medium capable of both reproducing existing gender expectations and challenging traditional stereotypes. It recommends gender-sensitive storytelling, increased participation of women in film production and stronger media-literacy programmes to promote balanced representations of men and women.