Stereotyping females kills talent

Lazarus Sauti

One disgusting conduct that has developed like a cancer in Africa’s creative industries and which now needs to be tackled head-on without fear or favour is the afflict of gender stereotyping.

The sad thing is that this scourge is based upon already held prejudices and is killing talent of upcoming female artistes.

Without a jot of doubt, when people hold stereotypes about others, they do not see them as individuals in their own sight, but in the light of pre-formed beliefs.

In Africa, the arts sector is dominated by male artists and female artistes are not tolerated as they are viewed in a different way.

Gender analyst, Violet Nkathazo said: “Women in the entertainment industry in Africa are viewed as sexual figures. They are viewed in the context of immorality and indecency. This stereotyping threats the growth of the creative sector in the continent.”

The reality remains that there does not seem to be devoted interest among females to take the creative industry as a source of living thanks to gender stereotyping in the arts sector.

“What is killing interest among females is the stereotypical emphasis on body proportions of women rather than focusing on their capabilities and achievements,” Nkathazo said.

She added: “For example, the coverage of Sandra Ndebele, Zimbabwean female musician, focuses on her clothes and dancing routines rather than her talent.  

“This stereotyping stifles talent and threatens other aspiring female artistes who might be interested in joining the entertainment sector.”

The sad thing is that what Sandra Ndebele and other females view as art, others use tags such as sultry, sexy, grossly immoral, raunchy and vulgar.

In an interview with Parade magazine’s Princess Sibanda, Sandra Ndebele said: “Yes, I know that some see me as a mere raunchy entertainer but back in the days when you were at the stage of falling for men, you would be taken to your aunt’s house and be taught how to make love, treat your man and how you move your waist like I do in my dances.

“The same goes with the costuming, which has been criticised as mere nudity. But really, is that not a true resemblance of the regalia that our forefathers proudly wore?”

Princess Sibanda added, “Sandra was referring to common African traditional practices, where concepts of fertility, courtship and reproduction were incorporated into dance during various traditional ceremonies.”

Ultimately, people are quick to judge actions of female artistes and label them as offensive without giving them a chance to showcase their talents.   

Thanks to gender stereotyping in the creative industry, most females find solace in pursuing other ‘soft’ professions while others surrender their God given talents to become house wives.

Zimbabwean entertainment writer Godwin Muzari says there have been several debates bordering on ‘decency’ of certain arts genres when women are involved.

Writing in one of Zimbabwe’s weekly newspapers, The Standard, Muzari said: “There have been numerous debates flanking on ‘morality’ of certain arts genres when females are involved.

“A good example is the vibrant dance sector that has seen many female artists forming dance groups.

“Most people view dancers as women of loose morals even when most of them would simply be trying to make ends meet.”

The waist gyrations and hip wiggling associated with female dancers are often considered too sexually suggestive.

It is now time for the African society to realise that women can also be successful artists and support their talents.

Muzari said, “It does not make sense to celebrate the talents of the likes of Angelique Kidjo, Brick and Lace, Zahara and Madonna when they perform in the country yet we look down upon our own talented female artists.”

Meanwhile, budding female artistes in Africa should not be scared by gender stereotyping. In fact, they should stand up and be counted amongst male artistes.

Pauline Gundidza, the lead vocalist of Zimbabwe’s Mafriq said: “Female artistes should do what they want and should not tolerate nonsense.

“They should not allow stereotypes to stop them from doing what they are capable of doing and achieving their desired goals in life.”

Gundidza said despite stereotypes in the arts sector, she is a role model not only to other females but to males too.

Accordingly, the wave of criticism leveled against female artistes should fuel their confidence to break onto the regional and international market.

However, the problem of stereotyping female artistes is reinforced by the media. Therefore, it is up to the African media to challenge gender stereotypes and societal norms.

Nkathazo said: “The legislation to fight gender stereotypes is already there. What is required is for the media to report fairly, objectively and ethically not sensationally.” Thus, to encourage female artists to pursue careers in arts, media practitioners in Africa should stick to ethics without reinforcing gender stereotypes. Furthermore, the media should play its normative role of educating and informing the society on the implications of gender stereotypes.

By playing its normative role, the media can challenge the society to change the way it portrays and represents women. In fact, the media should encourage female artistes to set up schools of arts and help produce outstanding female talent.

It is a fact that the African continent has vast talent – many female and male young artistes who are dying to showcase their talents. Therefore, the values of African performances must be celebrated, rather than condemned.

The message to Africa and her subject must be up with hope and down with stereotyping!