Femaleness in Tigrigna Video Clips and on Television music editions’

Abstract

The objective of this study is to examine Tigrigna video lyrics which have been aired in Ethiopian Broadcasting Corporation (EBC); the study has analyzed the lyrics in terms of their role (through the cover of entertaining) in conveying gender equality and justice through poetic themes, organization of performance and the role of performers. It has also analyzed how females are viewed in relation to males. In order to meet these objectives, the study, through convenient sampling technique, has selected famous Tigrigna video lyrics which were on the air repeatedly; it interpreted them through the lens of Critical Discourse Analysis (CDA). The video clips, based on the themes of their poems, the organization of the performance and the role of the performers, can have an impact in framing the attitude of teenagers to behave waywardly. In the name of entertainment, the clips which were broadcasted through EBC could negatively affect the gender equality and justice, and they could also promote actions that motivate the young generation to be sexually loose. This could expose them to sexual affairs before the right age and without enough life experience. The clips can also expose them to be aggressors, to be worried, to lose their confidence and thereby cause troubles to individuals, their society and their country. The video clips which were selected for this study were found to promote the negative views in the same manner. The video clips were observed to stereotypically position women as sex objects. It can be said that media do not question; they simply are windows for the negative gender stereotypes and can lead us to learn mostly these negative views of gender. Even clips which were produced by females were observed to be instruments to position women as secondary, beggars and sex objects. Generally, it is believed that femininity, beyond the natural classification of sex, takes its origin in the socio-cultural context. Ideiologically and politically women are positioned in a specified identity. This in turn is promoted through the codes and conventions embedded in the lyrics which are broadcasted repeatedly. In this regard, when femininity is expressed in juxtaposition with masculinity, the discourse exposes one’s level of knowledge about others, cognitive structure, belief and stereotypes. In line with this, choices of video clips can be made in favor of musicians. When video clips be televised are chosen by personnel who do not have awareness of gender equality and justice, the lyrics could be instrument for gender inequality and injustice. They could have devastating effect on gender egalitarian campaign of a given community. The study on Tigrigna lyrics televised on EBC has also showed this fact. The media has to develop awareness of its staff on gender issues through arranging short-term training and preparing working manuals. Besides, lyricists and producers should also work on the gender friendliness of messages they transmit through their lyrics and video clips. To this end, they have to collect constructive feedback from experts in the field.