ABSTRACT
The film is a cultural industry capable of swaying audiences. In Zimbabwe, film production was uncharted territory; many convinced that it belonged only to a select few. However, technological advances have generated new opportunities for amateur film producers working in local languages. Indigenous language film production companies, such as Naiza Boom films (NB), which produces and distributes Shona film skits on YouTube, are sprouting. NB films has amassed over 320,000 subscribers and a massive viewership since posting its first YouTube video a few years ago. Platforms like YouTube have increased interactivity and information sharing speed, opening doors for many. But are we there yet? Do the new Zimbabwean indigenous language film production and online distribution guarantee success in women’s emancipation? This chapter examines the portrayal of women in NB films using radical feminist theory to provide answers to these questions. Five purposefully sampled NB Shona videos downloaded from YouTube were analysed using video data analysis. The analysis established that, despite embracing female characters and attracting many viewers and subscribers, NB films still perpetuates stereotypical patriarchal representations of women. According to the findings of this study, there is a need for a balance between expanding the indigenous language film industry and limiting the stereotypical portrayal of women in society.
