Bargaining tactics or deliberate rebellion? Multimodal challenge to hegemonic masculinity in reality shows

Abstract

This study focuses on the use of multimodal communicative tools for challenging hegemonic masculinity by female participants in Big Brother Naija. Hegemonic masculinity embodies the patriarchal social structure where men dominate.Strategies of negotiation by female actors in Big Brother Naija are identified and analysed using Norris’ (2004) Multimodal Interaction Analysis and Jeffries’ (2010) Critical Stylistics. Five short videos where these strategies are evident are selected for analysis. Four strategies: confrontation, vilification, restrictive emotionality and power tussle are used by female participants in the show to negotiate hegemonic masculinity. These strategies are used to resist male domination and challenge the gender order under hegemonic masculinity. The study concludes that there is the emergence of the‘emotionless’ female and the aggressive woman in the show which situates the postmodern Nigerian woman in protest feminism where the most potent weapon of protest is outright violation ‘proper’ feminine sexual and social behaviours.

Keywords: Big Brother Naija, Hegemonic masculinity, reality show, gender relations, MultimodalInteraction Analysis.