AKSU Journal of Communication Research (AJCR)

Perception of Gender Roles Among Undergraduate Students of Abu Zaria: An Analysis of Hausa Series Manyan Mata on Arewa24 Television Station

Author:  Habiba Sani Mohammed, PhD., Hashim Muhammad Suleiman, PhD. and Mariya Mustapha

Abstract
This paper investigates the influence of the television long series programme Manyan Mata on undergraduate students' perceptions of gender roles and equality at Ahmadu Bello University, Zaria. The study employed a quantitative survey to collect data from a sample of 154 students. Anchored on the Cultivation Media Theory findings from this study indicate that, despite the positive portrayals of female characters in Manyan Mata, some respondents still perceived women as submissive and dependent. This suggests that Manyan Mata, while challenging traditional gender roles, may still reinforce some stereotypes. Manyan Mata has the potential to spark discussions and debates about gender roles and expectations, leading to a more nuanced understanding of gender. Additionally, Manyan Mata can be seen as a valuable tool for promoting gender equality and challenging traditional gender norms, rather than reinforcing them. This paper concludes that Manyan Mata affects respondents’ perceptions of gender roles and equality. The programme challenges traditional gender stereotypes, promotes gender equality and inspires nuanced behavioural changes among its viewers. This paper therefore recommends a need for more television programmes and other media content that challenge traditional gender stereotypes and promote gender equality in Northern Nigeria.