Gender Stereotypes in Nigerian Television Commercials

Gender is an organising social category and notions of femininity as well as masculinity are fundamental to possibilities and/or impossibilities inherent in the social world. In Nigeria television is a major tool for (re-)enforcing social codes that perpetuate gender stereotypes which undermine the evolving dynamics of the Nigerian woman.This book does not only aim to uncover how television commercials perpetuate these sex-role stereotypes of 'traditional' and 'modern' Nigerian women but also challenge the advertising industry in Nigeria for a radical rethink of the feminine construction.