ACMJ Article

The study titled explores the persistent issue of women’s objectification in advertisements and its broader impact on governance and leadership roles, particularly within academia. Grounded in Male Gaze Theory and Framing Theory, the research critically examines how media representations reinforce traditional gender norms by depicting women as sexualised objects, which in turn affects their participation in

governance. The study highlights that such depictions, focused predominantly on women’s physical appeal rather than their intellectual or leadership abilities, contribute to societal attitudes that undermine women’s roles in public life, including academic leadership. The findings reveal that these portrayals perpetuate entrenched patriarchal norms, limiting women’s professional opportunities and discouraging their involvement in leadership positions. Furthermore, the study finds that the persistent framing of women in stereotypical roles reinforces the notion that women are less suitable for leadership, a perception that extends to their participation in political and academic governance. The conclusions drawn from this research underscore the critical need for policy reforms in media representations, particularly in advertising, where objectifying portrayals continue to shape societal perceptions of gender roles. The study recommends the implementation of comprehensive media literacy programs aimed at fostering critical engagement with media content, alongside advocacy for responsible advertising practices that promote diverse and inclusive representations of women.

OBJECTIFYING WOMEN IN ADVERTISEMENTS AND ITS IMPLICATION ON GOVERNANCE IN NIGERIA, 2024, Vol. 1, No. 1, pp. 108-120. PDF