FEMALE BODIES AND VISUAL FANTASY: CONTENT ANALYSIS OF WOMEN’S REPRESENTATION IN AFRICAN MUSIC VIDEOS

Abstract

This study examines the representation of women in African music videos, particularly in the Afro beat and Am piano genres, using a qualitative content analysis methodology. Drawing on feminist media theory, cultivation theory, and objectification theory, the
research explores themes of sexual display, gender role stereotypes, and gender representation. The study analysed seven music videos, including five African productions and two international award-winning videos, released between November 2022 and August 2024. The findings reveal a pervasive trend of sexual objectification in African music videos, characterized by provocative attire, suggestive dance moves, and gender-stereotypical portrayals. These depictions often perpetuate patriarchal norms, narrow beauty standards, and harmful stereotypes about women’s roles and value. In contrast, exceptions like David’s Unavailable and the analysed international videos challenge these norms, offering more equitable and progressive representations. The study underscores the cultural implications of media portrayals and advocates for policies promoting balanced and inclusive depictions of women in African media.