Journal of
Media and Communication Studies

  • Abbreviation: J. Media Commun. Stud.
  • Language: English
  • ISSN: 2141-2545
  • DOI: 10.5897/JMCS
  • Start Year: 2009
  • Published Articles: 201

Full Length Research Paper

Sex stereotyping in advertising and effects on the self-esteem of Nigerian women

Achakpa-Ikyo Patience, N.
  • Achakpa-Ikyo Patience, N.
  • Department of Mass Communication, Benue State University, Makurdi, Nigeria.
  • Google Scholar
Anweh Grace
  • Anweh Grace
  • Department of Mass Communication, Benue State University, Makurdi, Nigeria.
  • Google Scholar


  •  Received: 29 August 2015
  •  Accepted: 30 November 2015
  •  Published: 31 January 2016

Abstract

This study examined the relationship between how sex stereotypes are presented in advertisements, and the value women attach to themselves in the society with regards to their self-esteem. Survey method was adopted for the study using questionnaires to sample 200 hundred female students of Benue State University Makurdi. Findings revealed that, like many other studies carried out in the past by scholars, advertisements have set a particular standard for women through the sex roles played out. This results in women objectifying themselves and feeling they are good for nothing except as sex objects to men. This of course hinders their productivity in the society as a result of the low self-esteem which equally manifest with other consequences such as health problems like depression and even suicide. The study therefore recommends among others that there is need for governments of affected societies particularly Nigeria to step up from making promises for women emancipations towards taking action to bring culprits of women unfair representation to serve as deterrent to others.

Key words: Sex stereotype, objectification, women, mass media, advertisements, portrayal, gender, self-esteem.