Re- enforcing Traditional Models of Masculinities in Selected Nigerian Adverts

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

Case Studies in Politics, Femininities, and Masculinities

Please click the links below to view more information about each presentation. “Honey Badgers, Tigers, and Grizzlies, Oh My: Toward an Intersectional Analysis of Ferocious Femininity” Ashley A. Mattheis, University of North Carolina at Chapel Hill “How to be a Good American: Lessons in Citizenship from the First Ladies of the United States” Jonathan Foland, University of North Carolina at Chapel Hill “Surviving the Velvet Hammer: Analyzing the Criminalization of Working-Class Mothers in a Neoliberal Context” Grace E. Reinke, Louisiana State University and Agricultural & Mechanical College “Re-enforcing Traditional Models of Masculinities in Selected Nigerian Adverts” Adebisi Adetutu Ogungbesan, University of Ibada