Reinforcing or Challenging Stereotypes: Women's Portrayal in Music Videos by Selected Nigerian Female Musicians

Abstract

Sexual objectification has been a recipe for desire and commercialization in music videos. The consumption of music videos garnished with sexual objectification of women by men has effects on the perception of music video viewers and the self-objectification of female artists. This study examines female musicians' (Tiwa Savage, Simi, Yemi Alade, Niniola, and Teni) portrayal of women in their music videos in Nigeria, as an opportunity to challenge or reinforce gender stereotypes. A mixed-methods research, including content analysis and observation, was employed to study 16 music videos purposively. Findings from the study revealed that female musicians/artists are also contributing to the objectification of women, presenting them as sexual and pleasing objects in their music videos. Hence, the portrayal of women in these selected videos is not significantly different from that of their male counterparts. It was expected that these female musicians would exercise moderation on themselves and their backup dancers, who are mostly women, especially in terms of dressing, sexually expressive gestures, and movement of women's body parts, which is common in most of the music videos