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THE PORTRAYAL OF WOMEN IN

NIGERIAN MUSIC VIDEOS USING


SELECTED VIDEOS AS CASE STUDY

RINRE AMINU JONATHAN


ID NOS A00014791

A PROJECT SUBMITTED TO COMMMUNICATIONS AND


MULTIMEDIA DESIGN PROGRAM, IN PARTIAL FULFILMENT
OF THE REQUIREMENTS FOR THE AWARD OF BACHELOR OF
SCIENCE DEGREE OF THE AMERICAN UNIVERSITY OF
NIGERIA, YOLA

Spring 2015

DEDICATION
I dedicate this work to my wonderful parents, Mr. and Mrs. Aminu Jonathan who
have been there for me through my entire life. Without your care and love, this
paper would have never been a success.

ACKNOWLEDGEMENT
My sincere gratitude goes to my family for their supports and encouragement
while I was writing this fine work. A special thanks to Professor Presly
Obukoadata, Professor Abiodun Adeniyi and Professor Abdul Mousa for their
leadership and supervision in accomplishing this studies. Lastly, to my sister and
my friends for their faith and believe in me in achieving this fine work.

CERTIFICATION
We certify that this project was conducted by Rinret Aminu Jonathan, ID Nos:
A00014791, Communications and Multimedia Designs Program of The American
University of Nigeria, under our supervision

Professor A. Abiodun
(Supervisor)

Date.

Professor Jacob Jacobs


Chair, Communications & Multimedia Program

Date.

TABLE OF CONTENTS
Chapter One: Introduction

Page

1.1 Background of Study ---------------------------------------------------------------8


1.2 Statement of Research Problem ---------------------------------------------------9
1.3 Objective of Study ------------------------------------------------------------------10
1.4 Research Questions -----------------------------------------------------------------10
1.5 Significance of Study ---------------------------------------------------------------11
1.7 Limitation of Study -----------------------------------------------------------------11
1.8 Definition of Terms -----------------------------------------------------------------12
Chapter Two: Literature Review
2.1 Introduction -------------------------------------------------------------------------14
2.2 Review of Important Concepts --------------------------------------------------- 14
2.2.1 Lyrics and women in Nigerian music videos ------------------------ 14
2.2.2 Feminism and the media ------------------------------------------------- 15
2.2.3 Pornography and Violence ---------------------------------------------- 16
2.3 Review of Related Studies --------------------------------------------------------17
2.3.1 Women in Nigerian Hip-hop Culture-----------------------------------17
2.3.2 Music, film and the representation of Nigerian women -------------19
2.4 Theoretical Framework -----------------------------------------------------------20
2.4.1 Feminist Film Theory ----------------------------------------------------20
2.4.2 Cultivation Theory -------------------------------------------------------21
2.5 Relevance of Theory to Study ---------------------------------------------------22

Chapter Three: Research Methodology


3.1 Introduction -------------------------------------------------------------------------23
3.2 Research Design ------------------------------------------------------------------- 23
3.3 Population of the Study ----------------------------------------------------------23
3.4 Sample Size and Procedures ----------------------------------------------------23
3.5.1 Content Analysis ----------------------------------------------------------------24
3.6 Method of Data Collection ------------------------------------------------------26
3.7 Validity and Reliability of Research Instruments -----------------------------26
Chapter Four: Discussion of Findings
4.1 Introduction -------------------------------------------------------------------------27
4.2 Data Presentation and Analysis --------------------------------------------------27
4.3 Discussion of Findings ------------------------------------------------------------44
Chapter Five: Summary, Conclusion and Recommendation
5.1 Summary ----------------------------------------------------------------------------48
5.2 Conclusion --------------------------------------------------------------------------49
5.3 Recommendation -------------------------------------------------------------------49

References -----------------------------------------------------------------------------------------------50

ABSTRACT
The music industry has served a great purpose when it comes to entertainment in Nigeria. It has
served as a means of expression and communication by artiste to their audiences. To go with
their songs, artistes have produced a lot of music videos which communicates something to their
audience or sometimes portray the expression from their lyrics. However, as a result of this
expression, women tend to find themselves being addressed using different words and in
different manners. Therefore, this study tries to investigate and address how women are been
presented in music videos using some selected videos as case study.

CHAPTER ONE
INTRODUCTION

1.1

Background to the Problem


Nigeria has the highest population in Africa with over 170 million people. Unarguable,

Nigeria is the melting point of entertainment in the continent. Nigeria has witnessed the
transformation of music within the last two decades. With the introduction of music labels like
Marven Record, Kennis Music, Square Records, Storm Records and many others in existence,
the music industry in Nigeria has flourished beyond expectations. Many channels have been
establish to play Nigerian music such as Nigezi, gbedu, sound City, Music Africa, MTV Africa,
Channel O, Daarsat Music and many other channels. The goal of this establishment is for
commercial purposes which is to popularize and sale their music. The artist, promoters and
marketers of music will do whatever it will take for them to achieve their goals even if it means
misrepresenting one gender (Albert, 2013).
Music videos have played important roles in the marketing and promotion of an artist and
his or her song. Different kinds of music videos are produced for different kinds of songs. Most
artistes always made sure that they make videos of their songs to promote their song and to earn
more money. In order to promote their songs, artist and video producers will go the extra mile
for them to hit their goals sometimes forgetting the goals of a good music video which is to be
able to put together performance and delivery which exhibit beauty and a unique concept. The
most popular appearances on music videos today are women, having a lot of them in a video
means good marketing and promotion (Albert, 2013). Most artists have forgotten that beauty and
concept are the ideology behind a good music video. Mark Anthony Neal said that to encourage
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a feminist view in videos is telling the artist to drop their contract and start producing fewer
records. Nigerian music industry could be argued to rely on representation of women to satisfy
the sensual view of the audience in order to make more profit.
The media has played significant roles in our everyday lives. It serves as a means of
communication, entertainment, information, education and many more. One of the influences of
the media is how it affects and changes our perspective towards reality. The media has shaped
how we view the different gender. The female physique provides some form of allure which has
compelled sensual women to work on their beauty. Women have over the ages played important
roles in media; they are seen in TV programs, movies, shows, music videos, advertisements
showcasing the strength of their sensuousness. The media has provided a different definition of
how the beauty of a woman is supposed to be thereby shaping the thinking of people to believing
that certain things or categories add up to the beauty of a woman. For instance, large breast,
rounded buttocks, wider hips and great height are defining features of the sensuousness of a lady
as opposed to other innate features such as her heart, her strength, her pride, facial looks,
charisma and extent of domestication. The Nigerian music video industry had involuntary keyed
into using the identified sensuousness in portraying women, thereby raising several questions.
Amongst this questions are, who benefits from this, the woman or the music or the music
industry?

1.2 Statement of the Problem


A female Nigerian artiste Omawunmi Omagbemi recently argued that the success in the music
business is all about money, power and sex, stressing that priorities have been misplaced in the
bid to please the wrong people, but it is wrong. She maintained that what is obvious might not be
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real because what we see them do in the videos is cosmetic. This research draws attention to how
women are presented in some selected music videos. The issue is that despite the gender of the
artiste, women are given a kind of coloration that has been variedly interpreted- sensuous, sexy,
business, attractive, attention getter etc. the study therefore seeks to properly define, describe
how women are presented in some selected musical videos that are produced in Nigeria.

1.3

Objective of the Research


a) The research objectives are as follows:
b) To find out how women are presented in Nigeria music videos.
c) To determine the extent of negative or positive representation of women in the select
Nigerian music videos.
d) To ascertain if the manner of representation of women in Nigerian music videos is
deliberate or not.
e) To suggest reasons for the manner of representation of women in Nigerian music videos.
f) To find out if how women are represented in the Nigerian music videos is related to the
cultural values placed on women.

1.4

Research Questions

The research questions of this study are:


a. How are women presented in Nigerian music video?
b. To what extent is the negative or positive representation of women in the select Nigerian
music videos?
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c. Is the manner of representation of women in Nigerian music videos deliberate or not?


d. What are the possible reasons for the manner at which women are represented in Nigerian
music videos?
e. Is the way women are presented in Nigerian music videos related to the cultural values
placed on them?

1.5

Significance of the Study

This study will benefit communication students and scholars, women right group, policy makers,
knowledge basic, music videos producers and artiste. It will bring the attention of students and
scholars to the matter thereby making it a subject matter to be addressed nationally. The study
will create awareness to students and scholars which will also lead to the discussion of other
solutions to the problem. The study is expected to benefit women right groups by drawing their
attention to how women are represented in negative and debating manner just in the bid to gain
profit. This study will provide more evidence and facts that will help their campaign for better
rights and dignity of the woman. This study will help policy makers in making decisions and
taking steps that are not biased considering how women will be affected. The study will inform
and educate the general public on how women are presented which will lead to criticism and an
agitation for a better presentation of women in the society at large. This study will help in
making music video producers and artiste change the phase of the content of their videos which
will provide a good representation for women in the music industry.

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1.6

Delimitation of the study

This study focuses on some selected music videos; it is a critical analysis in the content of the
music videos and addresses women representation. It focuses on only Nigerian music videos and
how the Nigerian woman is presented against cultural value. The study is a content analysis
because it will focus on the content of the music videos and not the people. It looks at some of
the most prominent Nigerian music videos so as to analyze their content.
1.7

Limitation of this research

The study focuses more on the music videos that are produced by male gender rather than study
both equally. The reason is because the male gender dominates the Nigerian music industry and
they make more use of women in their videos than the way female artist do. Though there are a
few videos produced by women included in the study, but majority of the analysis is drawn from
videos produced by men.
1.8

Definition of terms

Deliberate: It is anything that is done consciously and intentionally (Oxford Dictionaries).


Negative representation: It is a bad and harmful quality that is associated to someone or
something that yields bad results.
Nigerian music videos: it is a commercial motion picture of a song that features an artist in a
stylized performance with special effects and lip-synching produced in Nigeria with Nigerian
cast and acts.
Portrayal: Means to depict or describe something or someone in a certain way (Your
Dictionary).

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Positive representation: It is a useful or good qualities attached to the portrayal of someone or


something which yields to good result.
Women Presentation in music videos: It is the portrayal of women through words, lyrics or
motion pictures in music videos.

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CHAPTER TWO
LITERATURE REVIEW

2.1

Introduction
This chapter comprises of review of important concepts, review of related studies,

theoretical framework and the relevance of theory to study. This chapter explores the concepts
that are significant to this study. It further studies the analysis of other works that are related to
the study. The theory that suit this study and it relevance to the study will also be discussed.

2.2 Review of important concept


2.2.1 Lyrics and women in Nigerian music videos
Lyrics are a set of words, either spoken or written that consist of choruses and verses
which makes up a song. Most artist express whats in their mind through the lyrics of their
music. The lyrics of songs had played important role in the way women are presented in music
videos. Lyrics are seen as a form of communication but the lyrics of some artist in Nigeria are
misogynistic in nature. Artist uses the spoken words in their song to identify women. Some of
the words they use are harmful and infuriating to women. Using words like bitch, Hoe chic
to call a woman.
The most dangerous parts in some words they use are the kind of messages they send to
women. The lyrics of the song In my Bed by Wizkid subjects women to some undignified acts.
Some parts of the lyrics to the song say I want your body sleeping in my bed (Wizkid). The
message wizkid is sending to women is that their bodies are subject which should be on his bed

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satisfying him. To even go with the lyrics of that song, women in the video are shown acting and
touching their bodies seductively to the music.
In other words, lyrics of a song can demean a woman. Women are referred to as all kind
of things in some lyrics. They pass massages of rape, violence and vulgarity about women.
Women also try to act in accordance with lyrics of the song. For example, the lyrics of a lyric
will shake your booty; women appearing in the video of the lyric will try to shake their
buttocks. Other beautiful and young women that watch it and whenever they here those music,
they try to act like what they watch. Other women see such things and think they are the right
act, they believe women should do such kind of things in order for them to real women which is
not true.
2.2.2 Feminism and the media
Feminism is an ideology and movement that has a common goal which is to establish,
define and accomplish equal personal, social, cultural, economic and political rights. The main
goal of the movement is to support the equality and rights of women in the society. The driving
force of feminist is directed towards establishing equal opportunities for women in employment
and education. Feminist had continually known the effect of the media in controlling the lives of
women. A feminist, Susan B. Anthony In the l880s wrote, "Just as long as newspapers are
controlled by men, every woman upon them must write articles which are reflections of men's
ideas (Susan). As long as that continues, women's ideas and deepest convictions will never get
before the public." The feminist of modern days argue that it is not only the conviction and the
idea of women that is been distorted but the very denotation of woman herself is what has been
distorted. Women often make appearances in clichd roles that depicts whimpering victims or
sex objects. Women are been reduced to ordinary repository-objects for abuse and use by men.

15

Feminist like Catherine MacKinnon argued that women do not have much control on
their bodies. Their bodies are defined and largely controlled by men in males-controlled society.
This is shown in the media where women are been objectify. Women are been objectify through
pornography and other forms of entertainment that are sexual thereby creating the fiction that the
existence of women is for the sexual pleasure of men.

2.2.3 Pornography and Violence


Pornography is any material that is sexually explicit to a viewer, reader or listener with
the purpose of arousing them sexually. It is presented in different form of media which include
videos, magazines, videos, photographs, books, drawings, sculptures, video games, internet and
animation. Pornography has it effects in violence promotion and the subjugation of women as
they are been made by men and mostly consumed by men. Catharine MacKinnon and Andrea
Dworkin argue that pornography belittles women as they become victims of violence in both
production of pornography and consumption of pornography. They argue that the exploitation
and abuse of women has become rampant as pornography humiliates, dominates and pressure
women to cultural and sexual attitudes that leads to sexual harassment and rape. They further
said that pornography presents a distorted image of women which emphasizes the sex myths that
women are always available, ready and desiring to involve in sexual activities at all time.
Pornography has its effect on the way people view gender. It affects the viewer
psychologically; it changes how people view their own sexuality, how they view other peoples
sexuality and how others view their sexuality. Pornography shows men as being aggressive,
powerful and controlling while women are shown as being dominated, weak and submissive to
men (Julia W.). This leads to a high rate of rape in the society. Voyeurism has its effect from

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pornography as some people can do anything to disseminate pornographic materials. Some


people invade other peoples privacy in order to get materials that are of sexual interest.

2.3

Review of Related Studies


This section will examine the works done by other people on this topic to clarify how

women are been presented in Nigerian music videos. The work will be discussed and analyzed to
give more understanding to the project.
Albert O. (2013) Are Real Women Just Bad Porn? Women in Nigerian Hip-hop Culture.
The Journal of Pan African Studies, vol.5, no.9, pp. 83-98.
This study is an assessment of how women are been presented and used as sex tools and
symbols by Nigerian Hip-hop artistes in order to boost their celebrity figures and their
commercial practicality. The study further examines how this action affects the Nigerian society.
Hip-Hop is a popularly music in the world also known as Rap. Rap is a form of uttered words
that is been delivered in rhyming patterns with a continuous beat which rhymes with the uttered
words. The history of Rap music in Nigeria dates back to the 1980s and 1990s era. Some
Nigerian Hip-hop artists drive their source from traditional African Folklore in different ethnic
boundaries or villages.
The Hip-hop world in Nigeria tilts towards the idea of gender inequality; men are
supreme and all powerful, women are weak and inferior. Women are portrayed in Nigerian
music videos as dangerous objects of desire for the consumption by the men. There are few
popular female artists in Nigeria, the majorities are men. The men are seen in videos singing,
while women are seen the background dancing in all manner of ways. This action has resulted in

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the misuse of the role of women which is a mere sex symbol. The sex symbolism of women is
at an alarming rate as women are seen as marketable ventures. The use of women in videos has
been copied from the western world down to Nigeria. In the western society, the bodies of
women are considered to be sexually stimulating to men through the female nakedness postures
in their music videos. This exhibition is most popularly known with African American black
women. The woman gender in Africa is seen as socially constructed in the society. The music
video industry is constructing the way women view themselves and the way others view woman
consequently. The identification of women in Hip-hop music is been presented in a negative way
thereby encouraging women to play the role of Gold Diggers.
Listening and watching Hip-hop music is a number one activity of Nigerian youths.
Nigerian youths have seen the music industry as a medium of expression and personality
construction. In 2008, a study on the dissertation on the influence of rap music on the Nigerian
youth (Albert, 2013) showed that out of 250 youths that were interviewed, more than 62% see
the lyrics of the music to be more significant than the beats. 75% of the youths interviewed said
that a Hip-hop music is not complete without women dancing in sensuous way. music videos like
Maga don pay by Kelly Handsome, enter the place by 2 faces Idibia and Yahoozee by Olu
Maintain are examples of videos that shows women in despicable fashion which are juxtapose
with the lyrics of the video. The lyrics juxtapose with the videos expose the use of deprecating
languages against womanhood. Another study on African American female on health behavior
reveals how a high exposure to Hip-hop music videos have been the source of alcohol and drug
use, sexually transmitted disease, having several sexual partners and getting detained.
Unfortunately, this is becoming the new trend in Nigeria.

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This study shows how dangerous the negative misrepresentation of women is in the
society. Many artists are doing their videos with women dancing and revealing their private parts
for commercial and fame purposes not knowing how they are damaging the very notion of
womanhood. Lyrics of Hip-hop plays important role in the misrepresentation of women.
Nigerian lyrics often send damaging messages to women. Example is from the song hotter than
fire by sheymen saying Am hotter than fire Give me some water your thing make dey
stagger (sheymen). This act had caused women to devalue themselves; they see themselves as
being inferior and objects waiting to be devoured by men.

Saratu. A (2013) Re-imagining ourselves: music, film and the representation of Nigerian
women. Publication of Open democracy
In popular Hip-hop culture, sexism has influence the cultures of todays Nigerian youths
and it has given a new meaning to the images of women in music and films. The 1990s showed
female artists like Onyeka Onwenu all wrapped up in her outermost and innermost beauty and
elegance in her songs about unity and lost love. Christy Essien-Igbokwes is another female
artist of the 1990s who is poised in her beauty and showcasing impressive Yoruba hit songs like
Seun Rere or her music See the children where she showed her tears for the children in her
video. Also, Evi-Edna Ogholi is a strong female artist who always showed her smiling face and
the zeal in her hit songs like Happy Birthday. These women and many other female artist of
their time earned recognition and applaud amongst the male dominating artist in the Nigerian
music industry. The artist of this days like Tiwa Savage, Waje and Omawunmi, generation dress
and act in manners that depicts the objectification of women in Nigeria.

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One will wonder how the women of this different era present themselves in music videos.
The one thing that can explain the difference in appearance and presentation of women in music
videos is that the 1990s women depended on originality while this days women adopted what is
been projected by the western world. Female artist of the 1990s make use of their cultural and
traditional practices in the music, they blend there cultures into their music. On the other hand,
this present generation is trying to copy how women are presented in the western world, especial
African-American women. Western world music industry presents women especially African
American women as Gold Diggers and sex offenders. The Nigerian movie industry present
women in ways that devalues the reality of things. This is majorly because movies in Nigeria are
directed and produced by men. Women are presented as evil and witches in Nigerian movies.
Omata Women is an example of movie that present women as evil, the movie shows four women
who are involved in sorcery in order to obtain wealth at all cost (Agatha, 2004).
Even though women are taking important roles in the society, they are still minority due
to how they are presented in movies and music videos. These presentations are not given much
attention as they are growing to become the order of the day in the presentations of women.
Nigerian women are gradually accepting such myths that they are presented with about
themselves.

2.4

Theoretical Framework
The theories that explain this study are Feministic Film Theory and cultivation Theory.

They show how women are presented and why they are presented as such.
Feminist Film theory: the feminist theory describes female perception on film. Claire
Johnson was amongst the women who first criticize and define stereotyping placed within the

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media. She puts how the cinema constructs the images of women. The criticism of feminist
adopts two forms, one is the description and analysis of women images in film that are been
created by the male gender. The second is the discovery of feminist alternatives to filmmaking
and the images of characters which are closely linked to the first.
Feminist describe the use of close-up shots in presenting women as erotic and visual objects for
consumption by the male audience. Feminist criticize the use of stars such as Marlene Dietrich or
Marilyn Monroe for erotic objectification for male audience which degrades the fundamentals of
filmic design.
Cultivation Theory: Cultivation theory was first developed by George Garbner before it
was later expanded by Garbner and Larry Gross. The theory says that gradually, people come to
be in acceptance with the TV as reality is been portrayed to them. People adapt the presentation
of reality, fears, hope and understanding in accordance to the TV.
The theory states that the more people watch the TV, the more their ideas are built in accordance
to what they view. The process is gradual and accumulative. This theory talks about the effects
of media on viewers. The theory show how TV has becomes the foundation of the most widely
shared messages and images. The theory proposes that the cultivation of views is based on the
views already in existence in our environment which is taken by the media to represent them in
different packaging to audience. The viewer is mostly at times unaware of the level at which they
absorb the media. In general, the theory suggest that the media has a significant impact on
believe and attitude of the society about society.

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2.5

Relevance of Theory to Study

Feminist theory of the media explains how women are presented. They explain the manner and
aspect at which women are presented in the media. The theory says that women are the images of
objectification for the consumption of men. This theory is important to this study because it
answers the question about how women are presented in the media.
The cultivation theory explains why women are presented the way they presented in the media.
The theory says that the media construct a reality to the audience of which they believe in. this
shows that presentation of women in the media has been constructed in audience such that they
believe the definition of a woman as what has been presented to them. Viewers believe that
women are meant to show off their bodies and act in different ways. They believe that the
existence of a woman is to satisfy a man which is untrue.

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CHAPTER THREE
RESEARCH METHEDOLOGY

3.1

Introduction
In every proper research, there is a need for research technique, population, sample,

description of data gathering, method of data collection, validity, reliability of measuring,


method of data analysis and interpretation of data which is what this chapter is all about. This
chapter focused on the methodology that is been used in carrying out this research. It discussed
the research instrument and design of the study. It explained the population which encompasses
this study.
3.2

Research Design
This study investigated the representation of women in Nigerian music videos. Therefore,

the technique suitable for this research is content analysis. Content analysis is used to analyze the
content of the select videos to appropriately and objectively describe how women are presented.
The units of analysis are pictures and lyrics in the select videos and how they depict women.
3.3

Population of the Study


Population of this study is all music videos produced by the select artiste. The select

artiste are Timaya, Olamide,Tiwa Savage, B-red, Cynthia Morgan, Skuki, Dprince, Wande
Coal, Damy Krane and Flavour. The artistes were selected on the basis of availability, popularity
and the genre of their music.
3.4

Sample Size and Procedures


The sample size was 10 music videos. This represented a proportion of one music video

to one artiste. The sample size was drawn using purposive sampling technique where the
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researcher selected a song from the list of songs by the artiste. The selected songs were deemed
to content feminist acts and lyrics for analysis. The basis for this is because there is no exclusive
and exhaustive list of songs for each of the artiste.

3.5.1

Content Analysis

The Guide for the content Analysis in this research is provided in the table below:

Offensive (1)
Seductive (2)

Lyrics

Nudity

Pictures

Predominant Camera
Shot

Camera Focus

Body
Movement

Nude (1)
Semi-nude (2)
Covered up (3)
Long shot (1)
Full shot (2)
Medium shot (3)
Close up (4)
Face (1)
Shoulders-waist (2)
Waist-down (3)
Yes Erotic Movements
No Erotic Movements

As shown in the table above, the units for the content analysis are lyrics and pictures.
Under lyrics, the study measured the level of offensive words and seductive words. Offensive
words are those words in the lyrics that are insulting to women, they depicts women as objects.
Seductive words are those words that have sexual appeal towards women. The scaling of
measurement for lyrics is:
0-10 %= acceptably offensive/ seductive
11-20% = minimally offensive/seductive
24

21-30%= highly Offensive/seductive


31% and above = very highly offensive/seductive
Under picture, nudity, predominant camera shot, camera focus and body movements are the
categories identified for analysis. Nudity measures the level at which the models in the video do
not wear any clothes analyzing from an African perspective. The categories in nudity are Nude
which analyze by looking at women who wear little or no clothes, Semi-nude analyses women
that wear clothes that cover the major parts of their body living other parts uncovered while
Covered-up analyses women that cover all the parts of their body and revealing nothing. The
scaling for measurement of nude scene is:
0-25%= fair rate of nudity
26- 50%= medium rate of nudity
51-75%= high rate of nudity
76% and above= very high rate of nudity.
Predominant Camera shot looks at the type of shot that appears more frequent. The
categories for the analysis in predominant shot are Long shot, Full Shot, Medium shot and close
up. Long Shots are those shots taken from a distance which reveals the subject and the
environment in the frame. Full Shot are shots that are taken to reveal the entire or full body of
the subjects. Medium shots are shots that contain the subject from the knees or waist up. Close
ups are shots that reveal very little of the background available; it reveals more of the character.
Camera focus is the part of the body that the camera is focused on when capturing the
subject in a music video. The category for the analysis of Camera Focus are Face which calculate
the number of times the woman or womens face are shown, shoulder-waist calculate the
numbers of times the camera focuses on the womans body from her shoulder to her waist while

25

waist down calculates the amount of times the camera focuses on the womans body from waist
down. The calculation will show where the camera is more focused on in the music video.
Body Movement analyzed the type of movement the women or woman does in the
music video. The Category for analyzing body movements is whether they are exotic or not
exotic. Yes Erotic Movement shows that the movements of the women in the video are meant to
arouse sensual desires. No Erotic Movement analyzes and shows that the movements in the
music video are not erotic; not directed towards sensual desires.
3.6

Method of Data Collection

Data were collected personally by the researcher over a period of two weeks. This was presented
in a tabular method and explained for better understanding.

3.7

Validity and Reliability of Research Instruments

The instrument for the research was validated by the supervisor where reliability was achieved
using faced construct.

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CHAPTER FOUR
DATA PRESENTATION, ANALYSIS AND DISCUSSION
4.1

Introduction

This chapter focuses on the data gathered from the research, how the questions were answered
and the discussion of the finding.
Bum Bum by Timaya
4.2

Data Presentation and Analysis

No. of
Duration No. of
words
of song offensive
in lyrics
words/phrase
Bum bum
(buttocks)
= 52
down low
=7
Shake
= 13
It
=9
Idinlala
=2
436

TOTAL
percent

3.26

Kerewa
(sex)
=1
Fuck
=1
give it to you
=4
Make me
=10
Behind
=1

195

No. Of
Nude
seductive
scene
words/phrase
Whine
=10
1=1.30

Roll
=1
=70%
The Way she
dance
=8
The way she
wine
=18
Mess up my
mind
2=31
=4
=24%
Go blind
=2

Rump hump
=2
I want it
=3
Screaming
=1
Jumping
=1
Big wahala
(big
problem)
=2
52
57%

Predominant Camera Body


camera shot focus
movement

1=15
20%

yes
Erotic
movements
2

2=5
7%

3=54
73%

3=7
=6%

No
Erotic
movements

4=close
up

27

The above table shows the song, Bum Bum by Timaya has 436 words in the lyrics of which 57%
of the lyrics are very highly offensive and seductive. The music video lasted for 3minutes
26seconds of which 70% of it showed a high rate of nude pictures, 24% of the video showed
semi-nude pictures while 6% of the video showed covered up pictures. 20% of the video focused
on the face of the woman in the video, 7% focused on the womans shoulder to her waist while
73% of the video focused on the womans waist downward. The movements of the ladies in the
video were erotic.

28

German juice by Cynthia Morgan

No. of
words in
lyrics

528

Duration
of song

3.51

No. of
offensive
words/phrase
Biggest
behind
=36
German
juice
=36
Bad girl
=6

No. Of
Nude
seductive
scene
words/phrase
They want it
=18

She a killer
=3
let make it
burn
=24

the boys dem


burn me
=5
we dey run
town
=4

booty big like


bombay

Whine
=8

=8
Bomber
=2

make it burn
a nigga
=25
girl come
pon it
=24

She fit blow


your mind
=20
i make your
man change in
mind
=28
make it burn a
nigga man
=30

Get that
thing
=6
booty make
them come
=4
me i proper
thing
=4
we know a fit
get that thing
=7

TOTAL
percent

136

Predominant Camera
camera shot focus

Body
movement

1=1.14
= 32%

1=36
=37%

Yes
Erotic
movements

2=17
=18%

No
Erotic
Movements

3= medium
shots

2=2.08
=55%

3=29
=13%

3=44
=45%

162
56%
29

The table above shows that the song German Juice by Cynthia Morgan has 528 words of which
56% of the words are very highly seductive. The song lasted for 3minutes 51 seconds of which
32% of the video showed medium rate of nudity, 55% of the video showed semi- nude pictures
while 13% of the video showed covered up pictures. The predominant camera focus is medium
shot. 37% of the video showed the face of the artist, 18% of the video focused on the shoulders
to waist of the women while 45% of the video focused waist downward of the women. The
movements of women in the video are erotic movements.

30

Wanted by Tiwa Savage


No. of
words in
lyrics

Duration
of song

No. of
No. Of
Nude
offensive
seductive
scene
words/phrase words/phrase
1=3.31
=100%
Im wanted
=48

452

Predominant Camera
camera shot focus

Body
movement

1=43
=61%
Yes
Erotic
movements

2=0.00
0%

3=0.00
0%

3= medium
shot

2=20
=28%

3.31
Shaking it
=9
if you ready
for it
=5
now he
wants me
=8

3=8
=11%

No
Erotic
movements

4
TOTAL
percent

70
15%

The table above shows that the song Wanted by Tiwa Savage had 452 words in
the lyrics of which 15% of the words are minimally seductive. The video of the song lasted for
3minutes 31seconds of which 100% of the video showed very high rate of nude pictures. The
predominant camera shot in this video is medium shot. 61% of the video focused on the artist
face, 28% focused on the artiste waist shoulder to her waist while 11% focused from her waist
downward. The movements in the video are directed towards erotic movement.

31

Story for the Gods by Olamide

No. of
words
in
lyrics

573

Duratio
n of
song

3.27

No. of
offensive
words/phras
e

No. Of
seductive
words/phras
e
She said she
want to faint
=24
Now she
saying mo
rogo (Ive
enteerd)
=20
he has
broken my
hand
=20
he has
broken my
back
=20
your back
calamity
=3
Girl I want
to have it
=6
Whine it
=4
the load you
carrying
=4
I have had
sex with
mary J
=6
I have licked
are
=4
I hooked her
=3
this night, I
will really
get there
=7

Nude
scene

Predominan
t camera
shot

Camer
a focus

Body
movement

1=12
=25%

Yes
Erotic
Movement
s

1=long shot

1=
1.40
=48
%

2=15
=31%
No
Erotic
movements

2=
1.31
=43%

3=
0.00
=0%

3=21
=44%

32

if it is
paining you
you have to
take it like
that
=12
Ill show
you what I
gat
=6
let go up and
down
=5
they are in
trouble
=4
Now shes
saying Ive
enter
=5
TOTA
L
percent

153
27%
The above table shows that the song Story for the Gods by Olamide has 573

words in the lyrics of which 27% of the lyrics showed high rate offensive and seductive words.
The video lasted for 3minute 27seconds of which 48% of the video showed a medium rate of
nude pictures, 43% of the video showed semi-nude pictures and there are no covered up pictures
in the video. The dominant shot in the video is full shot. 19% of the video focused on the
womens face, 24% focused on the womens shoulder down to their waist while 57% of the
video focused on the womens waist downward. The movements in the video depict erotic body
movements.

33

In Case of Incasity by Dammy Krane

No. of
words in
lyrics

359

TOTAL
percent

Duration
of song

3.48

No. of
offensive
words/phra
se
Models
and shayos
=2
Hold one,
=10
The big
one, is the
ripe one
=10
Fight one
=10
Orogbo
(fat girl)
=6

No. Of
seductive
words/phrase

Nude
scene

money for the


rubber band
=1
show me you
fit handle me
=4
Body sexy like
a saxophone
=1
Whine
=2
Lepa (slim
girl)
=6
baby come on
lets
communicate
=1
make we go
the throne
=1
Change it for
them like a
carrot case
=1
180
50%

Predominant Camera
camera shot focus

1=9
=19%

Body
movement

Yes
Erotic
Movements

1=1.31
=40%

2= full shot

2=1. 34
=42%
3=0.00
=0%

2=11
=24%

No
Erotic
Movement

3
4

3=26
=57%

The above table shows that the song In Case of Incasity by Skuki has 359 words
in the lyrics of which 50% of the lyrics showed very high rate offensive and seductive words.
The video lasted for 3minute 48seconds of which 40% of the video showed a medium rate of
nude pictures, 42% of the video showed semi-nude pictures and there are no covered up pictures

34

in the video. The dominant shot in the video is long shot. 19% of the video focused on the
womens face, 24% focused on the womens shoulder down to their waist while 57% of the
video focused on the womens waist downward. The movements in the video depict erotic body
movements.

35

Shake by Flavour
No. of
words in
lyrics

538

Duration
of song

3.56

No. of
No. Of
offensive
seductive
words/phrase words/phrase
Shake
=62
Show them
=4
Baby so
sweet
=6
Baby softly
=6
Whine
=6
Broad Waist
that is good
for me
=42
Ukuwu
(buttocks)
=33

Nude
scene

Predominant Camera
camera shot focus

1=10
=30%

2=4
=12%

Body
movement

Yes
Erotic
Movement
s

1=13.00
=6%

3
3=19
=58%

No
Erotic
Movements

2=54.00
4= close

up
=23%
3=14.00
=6%
TOTAL
percent

159
30%
The above table shows the song Shake by Flavour has 538 words in the lyrics of

which 30% of the words are highly seductive. The song lasted for 3minutes 56seconds of which
6% of the video showed nude pictures, 23% of the video showed semi-nude pictures while 6% of
the video showed covered up pictures. The dominant shot in the video is close up. 30% of the
video focused on the womens face, 12% of the video focused on the womens shoulder down to
their waist while 58% focused on the womens waist downward. The movements in the video
depict Erotic body movements.
36

Twerk by B-red ft. Davido


No. of
words in
lyrics

Duration
of song

No. of
offensive
words/phrase
fat girl that I
can use to
drum
=24
That I can
plug
=12
It
=87

600

3.47

No. Of
Nude
seductive
scene
words/phrase
Sexy girl
=6

Move your
body like a
snake
=21
Grinding to
me
=42
Twerk
=87
she go the
oppress
=4
Shake
=3
girl take it
down
=4
Wan touch
you
physically
=4
come spend
my money
=4

Predominant Camera
camera shot focus

298
50%

1=6
=9%

Yes
Erotic
Movements

1=55.00
=24%

2=3
=4%

2=02.10

=57%

No
Erotic
Movements

3=12.00
4=Close up
=5%
TOTAL
percent

Body
movement

3=59
=87

227

The above table shows the song Twerk by B-Red has 600 words in the lyrics of
which 50% of the words are very highly seductive. The song lasted for 3minutes 47seconds of

37

which 24% of the video showed nude pictures, 57% of the video showed semi-nude pictures
while 5% of the video showed covered up pictures. The dominant shot in the video is close up.
9% of the video focused on the womens face, 4% of the video focused on the womens shoulder
down to their waist while 87% focused on the womens waist down. The movements in the video
depict Erotic body movements.

38

Take Banana by Dprince

No. of
words in
lyrics

596

Duration
of song

3.21

No. of
No. Of
offensive
seductive
words/phrase words/phrase
Take banana
till you go
yo
=64
How many
things he e
go do till
you know
=10
Whine
=1
I'm willing
to go down
there
=6
I pull her
closer
=8
she keeps
coming
=3
She whisper
to me
=8
the feeling is
sweeter
=4

Nude
scene

Predominant Camera
camera shot focus

Body
movement

1=10
=26%
Yes
Erotic
Movements

1=54.00
2
=28%

2=7
=18%

2=01.28

=47%

3=22
=56%

No
Erotic
Movements

4=close
up

3=0.08
=4%

TOTAL
percent

424
71%

39

The above table shows the song Take Banana by DPrince has 596 words in the
lyrics of which 71% of the song is very highly seductive. The song lasted for 3minutes
21seconds of which 28% of the video showed nude pictures, 47% of the video showed seminude pictures while 4% of the video showed covered up pictures. The dominant shot in the video
is close up. 26% of the video focused on the womens face, 18% of the video focused on the
womens shoulder down to their waist while 56% focused on the womens waist downward. The
movements in the video depict Erotic body movements.

40

Silifa by Skuki
No. of
words in
lyrics

452

TOTAL

Duration
of song

03.53

No. of
No. Of
offensive
seductive
words/phrase words/phrase
Sexy baby
=2
Bring your
body close to
me
=6
Let me touch
you
=4
The way you
whine
=4
Why you
dey talk say
You no wan
do
=45
Why you go
talk say
E dey pain
you
=45
Why you go
talk say
E no sweet
you
=45
Tempting
me
=4
the way you
carry your
back
=10
Give you
what you
want
=10

Nude
scene

Predominant Camera
camera shot focus

1=5
=8%

Body
movement

Yes
Erotic
Movements

1=01.27
=37%

2=7
=11%

2=01.29
=39%

3=00.00
0%

4=close up

No
Erotic
movements

3=52
=81%

175
41

percent

39%

The above table shows the song Silifa by Skuki has 452 words in the lyrics of
which 39% of the song is very highly seductive. The song lasted for 3minutes 53seconds of
which 37% of the video showed nude pictures, 39% of the video showed semi-nude pictures
while no covered up pictures were shown in this video. The dominant shot in the video is close
up. 8% of the video focused on the womens face, 11% of the video focuses on the womens
shoulder down to their waist while 81% focused on the womens waist down. The movements in
the video depict Erotic body movements.

42

Rotate by Wande Coal


No. of
words in
lyrics

654

Duration
of song

03:47

No. of
No. Of
offensive
seductive
words/phrase words/phrase
Rotate
=30
Your yansh
(Buttocks)
just dey
fluctuate
=5
Corporate
=2
Come baby
girl make we
relate
=6
shaking your
butt
=12
girl with the
big big ***
=10
Come make
I give you
the update
=7

Nude
scene

Body
movement

1
1=16
=32%

Yes
Exotic
Movements

2
1=00:10
=4%

3= Medim
shot
2=18
=36%

2=01:49
=48%
3= 00:06
=3%
TOTAL
percent

Predominant Camera
camera shot focus

No
Erotic
Movements

4
3=16
=32%

72
11%
The above table shows that the song Rotate by Wande Coal has 654 words in the

lyrics of which 11% of the words had minimally seductive words. The song lasted for 3minutes
47seconds of which 4% of video showed nude pictures, 48% of the video showed semi-nude
pictures and 3% of the video showed covered up pictures. The dominant camera shot in video is
medium shot. 32% of the video focused on the womens face, 36% focused on the womens
43

shoulder to their waist while 32% of the video focused on the womens waist downward. The
movements in the video depict erotic movements.

4.3

Discussion of Findings
Using the content analyzed, theoretical framework, the statement of the problem and

the research objectives, the study is able to answer the research question as discussed below.
How are women presented in Nigerian music video?
From the content analysis driven from lyrics and pictures, women are represented
in Nigerian music videos as sex objects for consumption by men. Some of the artiste that are
selected as case study like Timaya, and B-red refer to the womans body as it, Cynthia Morgan
refers to herself as proper thing. The most commonly used words by artist when addressing
women are bum bum (buttocks), ukuwu (buttocks/waist), biggest behind, yansh (buttocks) and
German juice. The lyrics put women into doing some degrading acts that are aim towards
seduction for men, they make use of words like whine it to me, shake it, rotate, twerk it, grind it
to me, roll, and many other words as seen in the table presented thereby making the women do
some outrageous things for them. 6 out of the 10 songs have very high rate of
seductive/offensive words, 2 songs have high rate of offensive/seductive words while 2 songs
have minimal rate of seductive/offensive words.
Analyzing the video, 6 out of 10 videos made use of women that are semi-nude
while 4 videos made use of women that are nude while none of the video made more use of
women that were covered up. In the selected music videos, 8 out of 10 videos focused the
camera to the womens waist downward which means that they focused more on the women
backsides. They show little of the womens face as 1 out of 10 videos focused on the womens
44

face. 5 out of the 10 videos made more use of close ups as they try to focus on the womens
waist downward. The movements of women in all the 10 selected music videos are directed
towards erotic movements. Relating this research question to Feminist Film theory which says
close up shots are been used in presenting women as erotic and visual objects for consumption
by male audience. Generally, this study shows that women are presented as mere sex objects for
use and consumption by the male gender in the selected Nigerian music videos.

Is the manner of representation of women in Nigerian music videos deliberate or not?


From the videos analyzed, the manner of representation of women in Nigerian
music videos is deliberate. The reason is because of the use of some common features in all the
song. The lyrics of all the songs either have wine, shake or both of the words in every lyric
which is a deliberate act. This shows that the entire select artistes are promoting the use of these
words on women. Also in the videos, the body movements of the women in the video are meant
to stimulate the erotic being of the viewer. The frequent focus of the camera from waist
downward is triggered towards showing the womens backside. Close ups are also used in the
video to give more information to the parts of the womens body. The use of similar things like
lyrics, body movement, camera focus and the type of shot in representing women is present in
most of the videos which shows that the act is deliberate. This action will give a different
definition of the womans physique to viewers as TV presents some certain part of their body.
Viewers will come to accept the reality that is been put to them about women.

To what extent is the representation of women in the select Nigerian music videos negative
or positive?
45

From the research findings, the negative representation of women in the select
video is more than the positive representation. The lyrics show that 6 songs showed very high
rate of offensive and seductive content. While 2 songs show a high rate of offensive and
seductive content. Only 2 songs out of the 10 songs have minimal rate of seductive and offensive
words. Also out of the 10 videos, none of the videos showed more of covered up scenes. Only 1
out of the 10 videos showed more of women face than focusing on their buttocks. And finally,
none of the videos showed none-erotic body movements. This therefore shows that the
presentation of women in the selected Nigerian music videos is more of negative than positive.

What are the possible reasons for the manner at which women are represented in Nigerian
music videos?
As a result of the frequent and similar use of lyrics, nudity, dominant shot, camera
focus and body movements in most of the videos, the possible reason for the manner at which
women are presented is for profit and popularity. Most videos are made to gain profit, entertain
and for popularity so the content of the video matters. In the case of music videos, they need
people to know more about their song and they also need to make profit from it. As a result of
that, they give people what they think will help them in making profit and gaining popularity.
Therefore, They exploit women by using some words when referring to them, making them
appear nude or semi-nude, using close up to focus on their buttocks and making them do some
outrageous movements with their bodies in order to arouse sexual desires. Henceforth, the
possible reasons for the manner at which women are presented are profit and popularity.

46

Is the way women are presented in Nigerian music videos related to the cultural values
placed on them?
The way women are presented in Nigerian music videos does not relate to the
cultural values placed on them. In African cultures, so much worth and values are placed on
women. Women are seen as bearers of life so they are meant to be treated with respect just as
john Mbiti wrote: The woman should be handled with respect and not be treated as if she were a
slave (John). Contrary to the values placed on them are seen in Nigerian music videos. Women
are made to do things that belittle the woman worth and values. Women are presented as sex
objects rather than people of beauty, worth and values. The way women are presented in
Nigerian music videos goes against the cultural values placed on them.

47

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATIONS

5.1 Summary
This study examined the representation of women in Nigerian music videos using
some selected videos as case study for the research. The study tries to analyze how women are
presented in Nigerian music videos, whether the actions of the presentation of women is
deliberate or not, how the presentation of women in the selected videos is in relation to the
cultural values placed on them, what the reasons are in relation to manner at which women are
presented and to what extend is the negative or positive representation of women in the selected
videos.
Therefore, the research studied some literatures so as to understand and analyze the
representation of women in Nigerian music videos. It examined terms like lyrics, feminism,
pornography and violence in order to understand the important concept in this study. Some
studies that are related to this topic were also reviewed in order to gain more understand and to
give a direction to where this research is heading to. Feminism Film Theory and Cultivation
Theory where employed to help in analyzing this study.
Ten Nigerian music videos from ten artistes were purposively selected for content
analyses. The music videos were analyzed using lyrics and pictures to find out how women are
presented in Nigerian music videos. The categories for analyses using lyrics are; seductive and
offensive. The categories for analyses using pictures are; nudity, predominant shot, camera focus

48

and body movements. The result driven from the content analysis were presented in a tabular
form and then analyzed.

5.2

Conclusion
After analyzing the content of the music videos using lyrics and pictures, the study

showed that women are presented as sex objects for erotic consumption by men. It further
showed that the manner towards the presentation of women is deliberate. The study also shows
that the reason for the manner at which women are represented is for profit and popularity. And
that the extent to which women are presented in the select Nigerian videos was negative. Lastly
concluded that way women are presented in Nigerian music videos was totally different from the
cultural expectation placed on them.

5.3

Recommendation
This study recommends that artiste and video producer should shy away from

objectifying women, they should rather add values and worth to women in their lyrics and also in
their videos. They should be creative designers in order to explore the art form of music and
video production.
I strongly recommend that artist should be producing songs like, African queen by
Tuface Idibia. The lyrics of African queen did not only add value and worth to women but the
video also portrays a woman as a queen who reflects the beauty of Africa. The video focused on
the womens face thereby showing their physical beauty and their internal beauty through the
smile that the camera focused on in the video.

49

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