Examining Black female narratives in Nollywood films: A feminist standpoint and subjective personal introspection approach to marketing representation

Abstract

This paper advances Transformative Consumer Research (TCR) by analysing postcolonial media environments through an integration of Feminist Standpoint Theory (FST) and a standpoint-anchored form of Subjective Personal Introspection (SPI). Focussing on Nollywood, the Nigerian movie industry, the study conceptualises media as a symbolic marketplace that produces, circulates, and contests representations of Black Nigerian womanhood. Situating SPI within an FST epistemology provides a reflexive method linking embodied affect with the structural, intersectional hierarchies shaping meaning in Global South media contexts. Drawing on diasporic reflexivity, the study shows how Nollywood narratives function as marketing representational systems that shape consumer identity, emotional well-being, and cultural value. By positioning representation as a site of consumer justice, the paper extends TCR to postcolonial media environments and proposes an ethically oriented, decolonial framework for evaluating implications for marginalised consumers.