This study investigated how women are portrayed in selected music videos by Nigerian artists Flavour and Timaya among undergraduate students of University of Calabar. Focusing on the songs Ukwu Sara Mbara and Bum Bum, the research used a survey method to gather responses from 381 students out of a population of 29,645. The study aimed to determine the image of women presented in the videos and how these representations influence audience perception and patronage. Findings revealed that the dominant marketing strategy in both videos relied heavily on the sexualized portrayal of women, which significantly contributed to the popularity of the videos among undergraduates. The study concluded that women are frequently overrepresented in media primarily as tools for attraction and entertainment, with the videos depicting highly hyper-sexualized images of women. It further noted that although such portrayals conflict with traditional African cultural values, they are widely accepted by younger audiences.
Ekwunife et al. (Mon,) studied this question.