Portrayal of Women in International Women’s Day Brand Messages in Nigerian Newspapers

  • IfeKristi Ayo-Obiremi Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria
  • Omowale Adelabu Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria
  • Bernice Sanusi Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria
  • Felix Olajide Talabi Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria

Abstract

Hinged on the liberal feminist theory, the researchers examined brand messages on International Women’s Day (IWD) in two purposively select Nigerian newspapers over four years. The appeals, prominence and portrayal of women were quantitatively and qualitatively content analysed using a researcher-manually prepared coding sheet. Based on the analysis, more rational than emotional appeals were used in the brand messages, women were projected as professional and balanced women in recent years, their achievements were celebrated and there is more support for gender equality in different spheres of life. The researchers concluded that Nigerian women are more recognised and celebrated by brands and organisations in recent times, than in previous years as balanced women whose voices are heard and who can contribute to society’s progress without neglecting the home front. It was recommended that brands and organisations who have not embraced the IWD celebrations should learn from others and celebrate women by placing rational and emotional appeal messages in newspapers and other media platforms.

Author Biographies

IfeKristi Ayo-Obiremi, Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria




Omowale Adelabu, Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria



 

Bernice Sanusi, Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria




Felix Olajide Talabi, Department of Mass Communication Redeemer’s University, Ede, Osun State, Nigeria





Published
2022-09-05
How to Cite
AYO-OBIREMI, IfeKristi et al. Portrayal of Women in International Women’s Day Brand Messages in Nigerian Newspapers. SAU JOURNAL OF MANAGEMENT AND SOCIAL SCIENCES, [S.l.], v. 7, n. 3, p. 228-240, sep. 2022. Available at: <https://journals.sau.edu.ng/index.php/sjmas/article/view/869>. Date accessed: 30 sep. 2022.