Who Really Wants to Be a Millionaire? How Digital Platforms Reproduce, Reflect and Reinforce Gender Norms

Charles Asabere, University of Ghana, Regional Institute for Population Studies
Salifou Mohamadou, Not affiliation
Tosin Oni, Obafemi Awolowo University
Ayodele Akinyele, University of Ibadan
Fidelia A. A. Dake, Regional Institute For Population Studies, University Of Ghana
Lateef Amusa, No Affiliation

Persistent gender and other inequalities in education, employment, income and other resources, including technology use, continue to deter adults and children from attaining their full potential in many parts of the world. Although there is some progress in addressing inequalities across the world, rapidly increasing access to digital devices and platforms in many parts of the world poses new challenges. We analyzed transcripts from 52 videos from a popular reality game show in Nigeria, “Who Really Wants to be a Millionaire”, to illuminate the potential for digital platforms to reinforce and reproduce existing social inequalities and norms. Our analysis uncovered significant gender differences in patterns of gameplay. There was also a preference for seeking help from males rather than women. The game host was also more likely to have casual conversations about family and households with women than men with whom they discuss finances, science and technology.