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Titan Versus Amazon? How Choice of Words Can Fuel Gender Stereotype

Speaker: Biola Alabi CEO, Biola Alabi Media

In this thought-provoking session of the See It Be It Africa at the 2019 Creativity Week, Biola Alabi, CEO Biola Alabi media, challenged creatives to pay more attention to the wordings of their stories. She noted that in many instances, men are described with transformational words while women on the other hand are usually described with transactional words.

In her talk, she raised the issue of the negative images presented by the media today that makes it difficult to watch television together with family as a woman. The problem, she explained, is that there’s neither enough pushback nor research being done and shared on how to change these images.

See It Be It is a Cannes Lions initiative that addresses gender imbalance in creative leadership. It is a career development and acceleration programme for women. See It Be It Africa was held as part of the Creativity Week and was organized in collaboration with Leo Burnett Lagos.


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