GENDER IDEOLOGY IN THE MASS MEDIA IN KANO

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GENDER IDEOLOGY IN THE MASS MEDIA IN KANO

Abstract:

The study considers gender ideologies presented in the mass media. Chapter 1 argues that ideologies are conditioned by social relations within modes of production but are relatively autonomous of them rather than reflexive. The dominant ideology of the socio-economic formation is that which represents the class and gender interests of the ruling group and which attempts to hegemonize tne ideologies of subordinate groups. In this process the mass media play an important role in propagating dominant ideology and delegitimating others. Specifically the media have a marked tendency to legitimise women’s subordination. The Nigerian mass media are discussed in the light of this theoretical framework, arguing that through overt control, cultural imperialism and apparently neutral media practices the media in Nigeria take part in the reinforcement and recreation of dominant class and gender ideologies. An analysis of the situation of Hausa women is also given. The radio and television programmes preferred by women were structurally analysed in terms of gender ideologies. These programmes were found to underrepresent women and present them as subordinates to men and with negative characteristics. By so doing the mass media reinforce the subordinate aspect of women’s subjectivity while ignoring and delegimating the other aspects, hence militating against the potential mobilisation of women as a social force. In the course of the study more empirical evidence is provided which rebuts the liberal-pluralist theory of the mass media reflecting a diversity of viewpoints. The study concludes that while ideological struggle is not a sufficient condition to eradicate oppression and exploitation it is a necessary corollary. More research needs to be done on the determination of gender ideologies in the media in order to consider how the media might reinforce the progressive rather than conservative elements of women’s consciousness.

GENDER IDEOLOGY IN THE MASS MEDIA IN KANO

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