Colada Sweet Like Mercy: Gender Stereotyping in Twitter Conversations by Big Brother Naija 2019 Viewers

Authors: Mary-Magdalene N. Chumbow

Abstract:

This study explores how a reality TV show which aired in Nigeria in 2019 (Big Brother Naija - BBN), played a role in enhancing gender-biased conversations among its viewers and social media followers. Thematic analysis is employed here to study Twitter conversations among BBN 2019 followers, which ensued after the show had stopped airing. The study reveals that the show influenced the way viewers and fans engaged with each other, as well as with the show’s participants, on Twitter, and argues that, despite having aired for a short period of time, BBN 2019 was able to draw people together and provide a community where viewers could engage with each other online. Though the show aired on TV, the viewers found a digital space where they could air their views, react to what was happening on the show, as well as simply catch up on action that they probably missed. Within these digital communities, viewers expressed their attractions, disgust and identities, most of these having a form of reference to sexuality and gender identities and roles, as were also portrayed by the show’s producers both on TV and on social media.

Keywords: Commodification of Bodies, gender stereotypes, Big Brother Naija, social media, Nigeria.

References:

[1] C. M. Byerly (2016). Stasis and shifts in feminist media scholarship. In C. Cerqueira; R. Cabecinhas & S. I. Magalhães (Eds.), Gender in focus: (new) trends in media (pp. 15-27). Braga: CECS.
[2] H. Feldshuh (2018). Gender, media, and myth-making: constructing China’s leftover women. Asian Journal of Communication, 28(1), 38-54.
[3] S. Banet-Weiser &, L. Portwood-Stacer (2006). ‘I just want to be me again!’ Beauty pageants, reality television and post-feminism. Feminist Theory, 7(2), 255-272.
[4] R.C. Scarborough & C.A. McCoy (2014). Watching “bad” television: Ironic consumption, camp, and guilty pleasures. Poetics, 47, 41-59.
[5] R.L. Rose & S.L. Wood (2005). Paradox and the consumption of authenticity through reality television. Journal of consumer research, 32(2), 284-296
[6] J.M. Robins (2005, June 27). The reality of reality TV. Broadcasting & Cable.
[7] S. Chung & H. Cho (2014, June). Parasocial relationship via reality TV and social media: its implications for celebrity endorsement. In Proceedings of the ACM International Conference on Interactive Experiences for TV and Online Video (pp. 47-54). ACM.
[8] D. Horton & R. Richard Wohl (1956). Mass communication and para-social interaction: Observations on intimacy at a distance. Psychiatry, 19(3), 215-229.
[9] D.Y. Wohn, & E.K. Na (2011). Tweeting about TV: Sharing television viewing experiences via social media message streams. First Monday, 16(3).
[10] The Future of Work. (2019). #BBNaija Season 4 Report: The most talked about housemate (PDF Document). Retrieved from https://drive.google.com/file/d/1LED920C7IfD7ga8XkulcvCz54__HtSS2/view
[11] World Population Review. (2019). Nigeria Population 2019. Retrieved from http://worldpopulationreview.com/countries/nigeria-population/
[12] Statista Social Media & User-Generated Content. Nigeria number of social network users 2017-2023 (Data File). Retrieved from https://www.statista.com/statistics/972907/number-of-social-network-users-in-nigeria/
[13] Trading Economics. Nigeria – Literacy Rate, Adult Female (% of females aged 15 and above) (Data File). Retrieved from https://tradingeconomics.com/nigeria/literacy-rate-adult-female-percent-of-females-ages-15-and-above-wb-data.html
[14] G.B. Abubaker (2017). Condition of Women in Nigeria: Issues and Challenges. Arts Social Sciences Journal 8(293). doi: 10.4172/2151-6200.1000293
[15] R.B. Oyinade, L. Daramola, & I. Lamidi (2013). Media, gender, and conflict: the problem of eradicating stereotyping of women in Nigeria. Kuwait Chapter of Arabian Journal of Business and Management Review, 33(2451), 1-13.
[16] S. Nettikkara (2015, July 1). What it Means to be Female in Nigeria. BBC Trending. Retrieved from https://www.bbc.com/news/blogs-trending-33239356
[17] R. L. Collins (2011). Content analysis of gender roles in media: Where are we now and where should we go?. Sex roles, 64(3-4), 290-298.
[18] M.J. Fitzpatrick & B.J. McPherson (2010). Coloring within the lines: Gender stereotypes in contemporary coloring books. Sex roles, 62(1-2), 127-137.
[19] J. Errasti, H. Martinez, C. Rodriguez, J. Marquez, A. Maldonado, & A. Menendez (2019). Social Context in a Collective IRAP Application about Gender Stereotypes: Mixed Versus Single Gender Groups. The Psychological Record, 69(1), 39-48.
[20] M.M. Schlehofer, B.J. Casad, M.C. Bligh, & A.R. Grotto (2011). Navigating public prejudices: The impact of media and attitudes on high-profile female political leaders. Sex roles, 65(1-2), 69.
[21] T. F. Bogt, R. Engels, S. Bogers, & M. Kloosterman (2010). “Shake it baby, shake it”: Media preferences, sexual attitudes and gender stereotypes among adolescents. Sex roles, 63(11-12), 844-859.
[22] F. Ogunleye (2005). Gender stereotypes and reconstruction: a feminist appraisal of Nigerian video films. Acta Academica, 37(3), 125-149.
[23] J.W. Creswell (2013). Qualitative inquiry and research design: Choosing among five approaches (3rd Ed.). Thousand Oaks, CA:Sage.
[24] V. Braun & V. Clarke (2006). Using thematic analysis in psychology. Qualitative research in psychology, 3(2), 79.
[25] M. Maguire & B. Delahunt (2017). Doing a thematic analysis: A practical, step-by-step guide for learning and teaching scholars. AISHE-J: The All Ireland Journal of Teaching and Learning in Higher Education, 9(3).
[26] E.V. Klewin (2007). Living Happily Ever After?: The Reinforcement of Stereotypical Gender Roles on The Bachelor and The Bachelorette. Massachusetts: Boston College. Retrieved from http://www.bc.edu/content/dam/files/schools/cas_sites/communication/pdf/thesis07.klewin.pdf.