Perceived Influence of Nollywood Films on Gender Stereotypes among Undergraduates at Federal University Wukari
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Abstract
Nollywood is one of the most influential film industries in Africa, producing numerous films that address gender roles and social expectations, which may shape public perceptions of gender and gender-related expectations. This study investigated the perceived influence of Nollywood films on gender stereotypes among undergraduates at the Federal University Wukari, Taraba State. The study adopted a quantitative research approach using a survey design and a sample of 385 respondents. Data collected were analysed using descriptive statistics. The findings show that respondents perceived Nollywood films as saturated with traditional and, in many cases, reductive gender roles, portraying women as dependent, emotional, and confined to domestic roles. Respondents also perceived these portrayals as influencing their perceptions of gender, reinforcing stereotypes and, in some cases, legitimising discriminatory attitudes, such as the notion that women who work outside the home are neglecting their traditional roles. Most respondents strongly supported the inclusion of gender-sensitivity training in film production curricula at universities and advocated more balanced and empowering portrayals of both men and women. The study recommends the adoption of media literacy programmes for students, the integration of gender-sensitive content into film studies curricula, and the implementation of policies to promote fair and equitable gender representation in the media industry.
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