PORTRAYAL OF GENDER IN MASS MEDIA ADVERTISMENT IN NIGERIA

Abstract This study examines the representation of gender in Nigerian mass media advertisements, addressing significant gaps in existing literature by comparing portrayals across television, newspapers, and social media platforms. Agenda Setting Theory and Framing Theory were used for this study. A quantitative research design, utilising content analysis, was employed, with a sample drawn from advertisements published between January and March 2024 across three media types: newspapers (Pioneer, Vanguard, Guardian), television (Arise TV), and social media (Facebook). An inter-coder reliability was confirmed at 73.3%. Findings revealed that women were depicted more frequently than men (67%), predominantly in domestic and social roles, while men were largely portrayed in professional settings. Women’s emotional portrayals were largely positive but limited to happiness and nurturing, while men displayed a wider emotional range associated with authority and expertise. Although some empowering themes were noted for women, they were overshadowed by traditional representations of beauty and domesticity. The study concluded that Nigerian media continues to reinforce stereotypical gender roles, which limit opportunities for more diverse and empowering portrayals of both sexes. The study recommends that advertisers aim for more equitable gender representation, challenge traditional stereotypes by depicting women in professional and leadership roles, and ensure women are equally represented in high-profile advertisement placements. It also suggests expanding the emotional portrayals of women beyond happiness and beauty and adopting framing techniques that reflect modern, inclusive gender dynamics.