Influence of Language use in Comedic Movies on Attitudes towards Sexual Orientations of University Students in Kenya

Francis Maina Mararo (), Professor Hellen K. Mberia () and Dr. Lillian K. Omoke ()

American Journal of Communication, 2021, vol. 3, issue 1, 16 - 29

Abstract: Purpose: The intention of this research was to establish the influence of language use in Comedic movies on attitudes towards sexual orientations of University students in Kenya. Comedic movies explore and depict contentious topics among them sexual orientations such as lesbians, gays, bisexuals and transgenders-LGBTs. Comedians often use sarcasm and stereotypes for comicality purposes. This research used social learning theory (SLT). Methodology: Mixed methods research design that also used a convergent parallel mixed method model to get quantitative and qualitative data were used. The targeted population was University students from 7 main, chartered public and private Universities in Nairobi County. A sample size of 467 students was used. Multi-stage sampling of respondents was done using probability sampling techniques involving stratified sampling and simple random sampling. Additionally, a focus group discussions involving 30 FGDs participants were used. Further, content analysis using a comedic movie, Modern Family that contains sexual orientations contents was conducted. Data was then analyzed and presented using inferential statistics, descriptive, correlation, regression and ANOVA analysis. Findings: The findings showed that comedic movies use laughter to introduce and eventually influence attitudes towards sexual orientations of University students in Kenya. Specifically, most of those sampled agreed that nowadays there are more comedic movies using positive language while describing sexual orientations. Relatedly, a majority of those sampled agreed that they have become more tolerant and accepting of sexual orientations/LGBTs after watching comedic movies containing sexual orientations. The findings also noted that there is a significant number of University students who openly admitted to be LGBTs. Unique contribution to theory, practice and policy: Media has a role in influencing the youths' attitudes towards sexual orientations. Language use in comedic movies had a significant relationship with attitudes formed towards sexual orientations/LGBTs. This was also linked to the increased open and more positive debates and discussions of sexual orientations/LGBTs, their challenges, predicaments and rights in Kenya. Therefore, the language used in the comedic movies was noted to have a significant role in influencing the attitudes towards sexual orientations of the University students in Kenya.

Keywords: Language use; Comedies; Attitudes; Sexual Orientations (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:bfy:ojtajc:v:3:y:2021:i:1:p:16-29:id:828

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