GENDER IDEOLOGY IN THE MASS MEDIA IN KANO
GENDER IDEOLOGY IN THE MASS MEDIA IN KANO
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Date
1988-02
Authors
AYESHA, MEI-TJE IMAM
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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.
Description
A thesis submitted to the Postgraduate School;
Ahmadu Bello University, Zaria in partial
fulfillment of the requirements for the degree of
Master of Science (M.Sc.) in Sociology
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Keywords
GENDER,, IDEOLOGY,, MASS,, MEDIA,, KANO.