INFLUENCE OF CHARACTER ROLES 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 ()

International Journal of Communication and Public Relation, 2021, vol. 6, issue 2, 54 - 74

Abstract: Purpose: This research intended to determine the influence of character roles in Comedic movies on attitudes towards sexual orientations such as lesbians, gays, bisexuals and transgenders (LGBTs) of University students in Kenya. Comedic movies have exploited and portrayed various controversial topics including LGBTs using satire, irony, sarcasm, and stereotypes for humor purposes. The study used social learning theory (SLT) as the underlying proposition. Methodology: The study used mixed methods research design that further used a convergent parallel mixed method model to obtain quantitative and qualitative data. It targeted University students sampled from 7 main chartered public and private Universities in Nairobi County. A sample size of 467 students was used. Focus group discussions involving 30 FGDs participants were also involved. Further, content analysis of the Modern Family comedic movie containing sexual orientations contents was also done. Inferential statistics used were descriptive, correlation, regression and ANOVA analysis. Findings: The study revealed that indeed comedic movies use humor to introduce and thus influence attitudes towards sexual orientations of University students in Kenya. For instance, majority of the respondents agreed that there are more comedic movies containing positive sexual orientations character roles contents which eventually influenced the attitudes towards sexual orientations of University students in Kenya. Additionally, a majority of the respondents agreed that they are more tolerant and accepting of sexual orientations/LGBTs because of watching comedic movies containing sexual orientations. The study also noted that there is an increasing number of University students who openly admitted to be LGBTs. Unique contribution to theory, practice and policy: This study identified the media's role in changing the youths' attitudes towards sexual orientations. Evidence from media contents and societal occurrences, indicated that such sexual orientations are no longer hidden. Also, there have been increased open discussions of LGBTs plights and rights in the Kenyan media recently. Therefore, media contents in Kenya have become a ready platform through which contents with these sexual orientations have been exposed to the broader audience. However, the study also noted that this exposure has been met with diverse views splitting opinions with some opponents being homophobic.

Keywords: Comedic Movies; Attitudes; Sexual Orientations. (search for similar items in EconPapers)
Date: 2021
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