Paper Title
Re- enforcing Traditional Models of Masculinities in Selected Nigerian Adverts
Location
Room 220, DiGiorgio Campus Center (DiGs)
Keywords
Masculinities, Domestic Violence, Kristeva's psychoanalytic feminism, Nigerian Adverts.
Start Date
1-4-2016 5:00 PM
End Date
1-4-2016 6:15 PM
Abstract
Contemporary changes to the traditional models of masculinities – provider and procreator – in the Nigerian society have challenged men greatly. Studies have shown that this change has been partly responsible for the rise in domestic violence and other violent crimes against women and children within the homestead. Men, the major perpetrators of these inhumane acts, have resulted to violence to exert control and maintain status quo. Recently, in the electronic media, there has been an influx of various advertisements of different products celebrating and emphasizing these traditional models of masculinities. This is a backlash for feminists and women activists. In view of this, this paper examines the dialectics of gender roles in Nigerian adverts through Kristeva’s psychoanalytic feminist reading of some selected adverts.
Re- enforcing Traditional Models of Masculinities in Selected Nigerian Adverts
Room 220, DiGiorgio Campus Center (DiGs)
Contemporary changes to the traditional models of masculinities – provider and procreator – in the Nigerian society have challenged men greatly. Studies have shown that this change has been partly responsible for the rise in domestic violence and other violent crimes against women and children within the homestead. Men, the major perpetrators of these inhumane acts, have resulted to violence to exert control and maintain status quo. Recently, in the electronic media, there has been an influx of various advertisements of different products celebrating and emphasizing these traditional models of masculinities. This is a backlash for feminists and women activists. In view of this, this paper examines the dialectics of gender roles in Nigerian adverts through Kristeva’s psychoanalytic feminist reading of some selected adverts.
