JMIR Publications

ABSTRACT

Background:

Overcoming gender inequities is a cross-cutting priority recognized as essential for improved health and human development. Gender-based violence (GBV) is an extreme manifestation of gender inequities, enacted in real-world and internet-based environments. In Nigeria, GBV has come to the forefront of attention since 2020 when a state of emergency was declared due to increased reporting of sexual violence.

Objective:

We explore how gender-related online conversations in Nigeria, specifically those related to sexual consent (actively agreeing to sexual behavior), lack of consent and slut-shaming (stigmatization in the form of insults based on actual or one’s perceived sexuality and behaviors), manifest themselves and whether they have changed in the last five years. Additionally, we explore what role events or social movements have in shaping gender-related narratives in Nigeria.

Methods:

Social listening was carried out on 12,031 social media posts (Twitter, Facebook, Forums & Blogs) and almost two million public searches (Google and Yahoo search engines) between April 2017 and May 2022. The acquired data was analyzed using natural language processing algorithms to determine the most salient conversation thematic clusters, analyze qualitative time trends in discourse, and compare data against selected key events.

Results:

Internet-based conversation about sexual consent has grown by 72,622%, while slut-shaming conversation (both perpetrating or condemning) has shrunk by 9% in the last five years. Thematic analysis shows conversation revolving around the objectification of women, poor comprehension of elements of sexual consent, and advocacy efforts to educate the public about sexual consent. Additionally, internet posters are creating space for sexual empowerment and expressions of sex-positivity, pushing back against others who weaponize these posts in support of slut-shaming narrative. Time trend analysis shows a greater sense of empowerment in advocating for education around the legal age of consent for sexual activity and rejecting slut-shaming. Key events such as the #ArewaMeToo and #ChurchToo movements, the #SexforGrades scandal and the #BBNaija television program played a notable role in sparking discourse related to sexual consent and slut-shaming.

Conclusions:

Social media narratives are significantly impacted by popular culture events, mass media programs and social movements. Hashtags, media clips and other content can be leveraged effectively to spread awareness and spark conversation around evolving gender norms. Public health practitioners, and other stakeholders including policy makers, researchers, and social advocates should be prepared to capitalize on social media events and discourse to help shape the conversation in support of a normative environment that rejects GBV in all its forms.