Sexual Objectification of Women in Modern Tigrinya Music Videos: A Case Study of Engdot Sembet on Dimtsi Weyane TV

Abstract

This study explores the sexual objectification of women in modern Tigrigna music videos, particularly those broadcast on Dimtsi Weyane TV. Employing a qualitative research approach, the study uses content analysis as its primary method to assess how women are portrayed visually and thematically in 25 selected music videos. In addition, interviews were conducted with key individuals involved in the selection and broadcasting of these videos to understand the underlying factors contributing to the inclusion of objectifying content. Findings reveal that women are frequently depicted in sexually suggestive clothing, submissive roles, and as accessories to male-centered narratives. Despite the pervasive objectification, hosts and producers of the program often overlook these portrayals, focusing instead on other themes such as lyrical content, political or religious sensitivity, or cultural messages. This lack of awareness underscores a critical gap in content evaluation processes within the media outlet. The study concludes that modern Tigrigna music videos broadcast on Dimtsi Weyane TV contribute to the normalization of the sexual objectification of women. It calls for increased awareness among content curators, the development of gender-sensitive media guidelines, and further research to address the broader implications of media portrayals on societal gender norms.